With digital ads dominating the marketing world, push technology is quickly becoming an integral part of brand promotion and awareness. Email and other messaging platforms have several filters and allow users to block unwanted messages. Sometimes, emails sent by corporate accounts directly go to the spam folder without notifying the users. The push notifications feature allows you to deliver your message directly.
But to add a user to your push notification list, you will first have to ask for their permission when they visit the website. This is just a one-time thing. Once the user allows you to send push notifications, they are added to the list of recipients. They will automatically receive notifications on their smartphones, laptops, etc.
Push notifications have a better readability score than emails or long posts, for obvious reasons. They pop-up on the screen, and they are usually short and less time-consuming and only contain important information. As technology is advancing, push notifications are becoming more and more engaging and personalized. Over time, push technology has progressed dramatically and emerged as one of the most effective marketing tools. However, this technology is still evolving, and experts predict 5 trends to influence the mechanism of push notifications. So, without wasting any time, let’s have a look at these 5 trends that may be the future of Push Technology.
1- Automated Process through APIs
Creating and updating the list of subscribers is quite a tedious task. However, with the recent developments in APIs systems, this entire process can be automated. A lot of businesses are already using advanced APIs to their advantage and seeing great results. As a client, you will get complete access to the subscriber database. The procedure is quite transparent and risk-free. Every time a user opts-in for push notifications, the list of subscribers will automatically be updated. Not only this, but you can also use user data to retrieve important information like incoming traffic on your website, click-to-conversion rate, etc.
2- Two-Way Push Authentication
With the advancement in hacking techniques, data breaches are becoming common. Brands do everything in their power to protect consumer data, but apparently, these efforts aren’t good enough. This is the reason that every digital platform is now recommending users to opt for two-way authentication. After entering the password, users are required to enter some sort of information for verification. Common modes of two-way authentication are fingerprint, voice recognition, pin code, or retina detection. This gives every user a unique identification and added security on the internet.
Another authentication method that is gaining popularity among users is push notifications. When a user visits a website for the first time, they receive a push notification instructing them to synchronize their email account for instant authentication. Unlike other methods, push notifications don’t require any pin or code.
A lot of businesses now prefer push authentication over other methods because it offers more security. The National Institute of Technology (NIST) voted against message-based authentication emphasizing the use of other, more secure methods for verification. The NIST also declared fingerprint, facial and voice recognition as weak security. The institute suggests that it is quite easy to exploit biometric information by using high-quality images, thumb impressions, or voice recordings. They released an updated set of authentication guidelines stating that biometric verification should be used along with another verification method for security.
From the users’ perspective, the push method is more convenient. All they have to do is, click on the notification. The method is approved by HIPAA and GFPR and also fulfills the corporate criteria like PCI and DSS. Last but not least, the method is very cost-effective, as far as the implementation and maintenance are concerned. Considering all these factors, experts predict that push technology is the future of two-way authentication.
3- Push Technology Meets Machine Learning
The use of machine learning is becoming increasingly common in various aspects of digital marketing. By incorporating automated features like chatbots and consumer pattern prediction algorithms, machine language is redefining marketing. Push notifications, when used in combination with machine learning, can be used for customer behavior prediction. You can keep track of subscribers, their activities and generate automated responses.
Brands can also use this technology to their advantage by running test campaigns to yield better marketing results. Machine learning adds to the effectiveness of push technology by omitting the guesswork. You don’t have to use the hit-and-trial method to see which notifications will generate a better user response. With machine learning, you can predict the interests and behavior of subscribers and generate notifications that will instantly grab their attention.
Manually segmenting a large subscriber-base and customizing messages according to their preferences is not feasible at all. Let technology do its job while you focus on other important marketing aspects.
There are so many machine learning tools that are designed for easing the process of data collection and yielding better results from push-centric marketing methods. In the digital space, effective marketing is not about quantity but quality and relevance. If users can relate to your marketing campaigns, they will respond to your notifications.
Machine learning allows the brands to gather information about subscribers and divide them into different demographic segments based on their age, gender, and activities. This allows for more targeted push-centric marketing.
4- Micro-Segmentation through Machine Learning
The recent shift in consumer behavior predicts that generic marketing content has a poor conversion rate as compared to targeted marketing. As discussed above, machine learning has made it quite simple for brands to incorporate behavior predictive tools in their marketing strategies. For push notification technology, this means more personalized marketing and better consumer response.
Currently, machine learning tools are used for gathering basic data about subscribers. But with the rapid advancements in machine learning, it will be used for micro-segmentation based on user location and login devices. This will take personalized marketing to a whole new level. There will be a marketing campaign for every individual prospect, and the entire process will be automated. Machine learning is transforming push technology for the better.
5- Push Notifications via Messaging Apps
Apple does not allow browser notifications, which means brands can’t target iOS users using this technology. This limitation filters out a big chunk of potential prospects. To overcome this restriction, brands are relying on messaging applications for sending notifications. The mechanism remains the same, except users will be receiving push notifications on Facebook Messenger or any other messaging platform. There are social messaging tools designed especially for this purpose.
It is quite evident that push technology will become an integral part of digital marketing. It is always better to plan to have a competitive edge. Implement browser notification technology to increase brand awareness and reach as many prospects as you can. Customers prefer short messages rather than scrolling through long emails. We hope this article helps you. Let us know your thoughts on these 5 trends that may be the future of Push Technology? Also, if you have any questions, drop them in the comments section. We always try our best to answer all the queries as soon as possible. Cheers!