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The post The Future (& Present) of Marketing: Collaboration, Technology & Innovation appeared first on Online Marketing Blog – TopRank®.
A simple way to get more of your visitors to convert is by optimizing your call to actions. The first thing you need to do is not use generic words. If your call to …
Push notifications have become a common phenomenon for everyone with a smartphone, smartwatch or computer. You don’t need to know about them to receive one. If you are connected to the internet, you will receive a push notification every other minute from one of the apps installed on your smartphone or through a website browser.
However, despite this prominence, superior ability to penetrate a deeper section, and grander options for personalization, some marketers don’t get the precise ROI. Their investments on luxurious push notification services fail to even make up for the service rentals.
For instance, consider the following push alert screaming out an overwhelming deal on the Men’s fashion.
Now, if this limited time offer comes at the stroke of midnight, answer the following questions related to this particular event:
That’s the nucleus of the matter. If we see how push notifications work, despite having quite tempting and great deals, many of them fail to get the deserving attention. Either they don’t make it on time, or don’t get delivered to the right device. This notification clearly deserves immediate action, but due to wrong timing, it fails to get that attention, not only on mobile phones but also on computer web browsers.
You must understand that, if people have opted-in to receive the notifications, they are actually interested in what you offer. You have to plan a little to make things, rightly timed, relevant to specific people, and finally get those relevant things delivered to the appropriate people only.
This article will discuss examples of this in practice as well as several push notification marketing strategies that many marketers aren’t using. By missing these strategies, they are missing the array of opportunities that push marketing holds.
This is how push notifications work. You cannot deliver push messages unless users subscribe to them from your website or mobile app. Specifically, for website-based web push notifications, you need to ask every visitor to subscribe to your alerts.
Luckily, Android users subscribe to app-based push alerts by default when they install an app. However, iOS apps don’t get this liberty. They need to manually ask every user right after the app-install to subscribe to the alerts.
Now here is the thing:
It’s not easy to get opt-ins, and more complex is retaining the subscribers.
You need a plan of action that does not only entice the users to opt-in but also encourages them to stay subscribed. The only way to do that is getting opt-ins from a relevant audience.
However, if you are not a rookie, you would know that people don’t want notifications. They want information. The more they are informed of the consequences of making a choice, the more they would be encouraged to opt-in or opt-out, based on their comprehension of the choices.
If you are merely asking – “XYZ wants to send you notifications- Block or Allow”, it’s purely based on luck to get the opt-in. A notification could be anything. It could be a piece of relevant information or not relevant at all.
The best way to do this is customizing an opt-in box to make it as informative as possible. While designing the box, make sure that it is informing the potential subscriber about the consequences of making each of the two choices. Explain to them about the type of information they would receive if they allow the same.
See this opt-in box for a blog that posts regular health tips:
It offers a clear comprehension of what users would get after opting-in and what they would miss if they block the same. This tweak is not limited to health tips, depending on your domain, you can come up with many such fancy opt-in box ideas.
For example, if you own a webshop, one of the best eCommerce marketing ideas would be sending transactional as well as engagement push notifications. Inform your users about this with a notification alert like this:
Text: “We keep our users posted about latest offers and purchase details through push notifications”
Choices: “Keep me informed”; “Not Required”
Bottom line: This tweak is so fundamental that a majority of marketers miss it, considering as not very crucial. In fact, while writing this point, I was looking for some websites to show you guys as an example, but hardly found one. Most of the websites are still stuck with the generic opt-in boxes.
In other words, it is the best opportunity to make your notifications unique and stand out from the rest.
Many marketers track in-app behaviors of the users to trigger corresponding alerts. No doubt behavior-based triggering is crucial and it helps you to automate the notifications without manual intervention. However, sometimes, these automatically triggered alerts get insanely frequent. Moreover, they are one-sided in nature – from a business point of view. Mostly, they surprise the users.
Behavioral targeting is decisive for re-marketing and app-engagement goals but not as efficient when you rely entirely on them for all categories of information. In a survey by Localytics, 58% of people said that behavior-based notifications are harassing, annoying and make them feel nervous. On the other hand, 49% admitted that preference-based alerts are useful and they caused them to use an app more.
The bottom line is, if you are entirely relying on automated push alerts, 58% of your push alerts are likely being ignored by your subscribers. Push notifications favor markers only when they let the users make an informed choice. Right from the opt-in box to the extent of having a choice about which notification to receive makes your notifications relevant and less-intrusive.
For Instance, a user chooses to discontinue watching a movie on Netflix, as he or she did not like it. Now if Netflix sends its popular “resume watching “notification to this user it would only irritate him/her. The automation cannot judge if the movie session was interrupted because of circumstances or willingly discontinued due to disliking.
The gist is, stop over utilizing behavior-based alerts and give some attention to preference-based alerts too. Let your subscribers have control of what type of alerts they want to receive and what to block. For example, if you are a news app, you can let your users select the categories or topics of notification they wish to stay informed about. Eg- sports, politics, science, or anything else.
See how Facebook gives in-app options to let users choose which notification to receive and which to block. Doing so encourages users to stop receiving certain notifications without blocking the whole Facebook alerts in one go.
Location-based alerts are the next most popular category after preference-based notifications. The problem is, not every business is suitable for utilizing them. However, if you think there is any chance of deploying these alerts with your business, go for it.
Traditionally, marketers believe that geo-fencing is applicable only when your business is available in physical locations. For example, you might geo-fence your physical retail store and trigger offers and discounts to every subscriber entered in the fenced area.
However, in my opinion, even a business without physical establishments can equally utilize geo-fencing to engage their users. You just have to consider two things:
This is how Uber utilizes the first case to send location-based offers in only the areas where they are applicable. This also helps them to avoid irritating users with irrelevant alerts. Just imagine the scene if this offer was meant for users in New York, but would have been also sent to Uber users in London.
Now, see this amazing example of how a travel app geo-fences an Airport without having a physical outlet there. It is engaging this particular user with a piece of important information. Would this user want to block the notifications like this?
Push marketing is not just about delivering alerts but also aimed at encouraging conversions or engagement-oriented actions. If not timed properly, readers may simply see your alert and clear them out from the notification board without acting on it.
We talked about this at the very beginning of the article. We saw how a wrongly timed notification is of no use. They don’t bring any action and return on your investment. To make sure they are doing what they are meant to, it is crucial to trigger them at a perfect time and in perfect frequency.
You might have users from different time-zones. Based on each time-zone, different users engage with your alerts at different times. So the first thing you need to consider is the time-zones of your subscribers. Hence, do not just trigger a single alert to all of your subscribers.
Second, even if the users fall under the same time-zone, you must consider the correct time-frame. For example, triggering a notification at mid-night will not perform as well as the same notification would have performed in the daytime.
Third, different types of notifications are meant to be sent in different time-frames. For example, if you are a blogger who posts daily articles on health topics, you might want to engage your readers with daily health tips. The perfect time to send such alerts is the morning time when people love reading news and other stuff. Same goes for a news and beauty tips app.
Fourth, bombardment of frequent notifications is likewise not a bright idea. Make sure to keep a substantial time-gap between two notifications to give your users enough time for thinking and reacting on your previous alerts. Irritating them with insanely frequent alerts will only encourage aggressive opt-outs.
Bottom line: These things should be understood and don’t demand hardcore stats to prove the best time-frames to send relevant alerts. However, on the marketing land blog, they have posted one detailed article about research from Localytics on the ‘best time to send push notifications’. You can check it out.
To make your notification perform exceptionally, relevancy is the key to success. And the best way to do that is by segmenting subscribers in distinctive groups based on certain aspects. You can create groups on the grounds of:
You can target users on different types of devices with different push notifications too:
You can also segment users based on the type of notifications to feed them information such as:
Ultimately, you can even set different frequencies of alerts for every kind. For example:
Be it a transactional, engagement, behavioral, preference, or location-based alert, users appreciate the information that is relevant and interesting for them.
Always get to know your audience, understand their pain points, and trigger notifications that offer them a solution.
Get a push notifications software that allows you to do the stuff mentioned in this article. Doing so actively involves understanding what users want to see and what is meaningful to them.
Ultimately, it should be something that binds utility for the users with your marketing goals. This is how push notifications work.
Guest author: Marry Ann is a branding consultant for PushMaze, a service that lets you send trackable push notifications for users. She mainly passionate about building brands in all aspect of online marketing. Find her on Quora, Twitter or LinkedIn
The post 5 Powerful Push Notification Marketing Strategies You Probably Aren’t Using appeared first on Jeffbullas's Blog.
Will this reduce the issues with fraud and spam in the Google My business listings? We’ll see.
Please visit Search Engine Land for the full article.
It’s a tale as old as time. The marketing team is hyper-focused on awareness campaigns, events, and driving more leads to fill the funnel. Meanwhile, the sales team is hyper-focused on meeting sales and revenue goals, and nurturing relationships to empty the funnel.
These two teams occupy two very different functional areas within a company. They’re moving at completely different speeds. They’re operating under their own rules. And as a result, there’s tension, misunderstanding, and even … hate.
But according to Shahid Javed, Director of Enterprise Marketing for Hughes Network Systems, B2B marketers can be change agents here. They can give and get love from their sales teams. And they can do it in as little as 60 days.
How? Shahid says you need a short- and long-term strategy to foster the collaboration, love, and alignment needed to drive results. In his session at B2B Marketing Exhange in Scottsdale, AZ, he focused on the short-term strategy to help marketers understand where they can start and get some immediate traction. Let’s dive in.
In 2016, Shahid joined the Hughes Network Systems, which is a broadband network provider, team on the enterprise marketing side. When he arrived at the first meeting ahead of a massive annual tradeshow event, he found tension and chaos between the marketing and sales leaders. And he vowed to change it.
“We had 23 different sales decks,” he shared. “Now we have two. We also had 500 dashboards in Salesforce—we deleted nearly all of them.”
To make change, Shahid leveraged a three-part framework:
According to Shahid, the first phase is all about listening.
“I met with everyone—the head of east coast sales, the head of west coast sales, the head of marketing, executive leadership,” he shared. “I wanted perspectives. I wanted to know what everyone was thinking and how they saw their roles.”
During those meetings he had some core questions that he asked every stakeholder:
It seems simple, but the act of listening is a critical first step. Why? As Bill Gates once said: “Your most unhappy customers are your greatest source of learning.”
“Marketing is a service provider to sales—sales is our customer,” Shahid said. “We need to be able to empower them and enable them to solve problems. We need to make them the hero in the buyer’s eyes.”
[bctt tweet=”#Marketing is a service provider to #sales—sales is our customer. We need to be able to empower them and enable them to solve problems. We need to make them the hero. @shahidj” username=”toprank”]
Once you’ve collected all the data, it’s time to analyze and normalize that data so you can create a plan that management and leadership will buy into.
“This is where you look for common goals between leadership, sales, and marketing,” Shahid said. “It’s all about finding that sweet spot—and making sure everyone is in agreement on where things fall. You cannot do it on your own because sales and marketing leaders have to be able to sell your end-plan to their managers and teams.”
Once the common goals are agreed upon, you can create a plan that helps you hit that sweet spot and sell it to the C-suite. And there are four key steps that Shahid outlined:
And a bonus piece of advice to work into this phase: Make sure you have agreement on what qualifies as an MQL or SQL—and really, you should let the sales team define that.
“The biggest nightmare for us was the MQL and the SQL,” Shahid said with a laugh. “We let sales define it and come up with the scoring. We knew that if we defined these and delivered leads under that scoring, sales would never take them. They needed to define it.”
Now it’s time to profess your love to sales by making it easy for them to become that hero for the customer.
For Shahid’s team, that meant making it easy for the sales teams to access and internalize marketing materials and messaging. Here’s just a sampling of what that looked like:
“Most buyers have already made up their mind on the kind of solution they need,” Shahid said. “When it comes time for the sales person to come in, buyers need to know that they’re the problem solver. So we need to help the sales person come in as the superhero.”
The collaborative approach to fostering sales and marketing love didn’t just lead to alignment and trust for Hughes Network Systems. It led to big, beautiful business results. In the last year, the sales and marketing teams have seen:
“Twenty years ago, it was an actual best practice for sales and marketing to work in silos,” Shahid said. “But alignment has become absolutely critical now. The expectations are too high, [internally and externally].”
So, B2B marketers: Are you ready to give and get love from your sales team? Now is the time.
The new capability analyzes selected characteristics of any submitted static or animated ad, and predicts clickthrough rate among given audiences.
The post IgnitionOne now uses AI to predict a display ad’s performance — before it runs appeared first on Marketing Land.
Please visit Marketing Land for the full article.