What has happened in the advertising world since 2020?

In short: the entire communication has changed. Which also had to be quick and thorough. By the time of the first lockdown at the latest, the way people perceive advertising changed immediately. This was particularly felt by companies that had launched campaigns in the transition period, i.e. still in the “pre-Corona times”, which ran into the changed situation. What could be advertised with a boisterous party suddenly caused irritation. The scene was anything but appealing, the celebrants not sympathetic, but disconcerting. Suddenly the viewer saw nothing more than some kind of questionable superspreader event.

What are the Corona Times doing with the consumer climate?

Which winners but also losers the pandemic has produced, we have already covered in this (German Language)article . A study has meanwhile shown that clear and continued the winners are fashion and delivery services. Your position has also not affected the fact that there has been an easing these days. On the contrary, consumer mood has risen. And now that social contacts at work, family, friends, etc. are allowed again, fashion is more in demand.

Is advertising worthwhile for every industry in Corona Times?

The question may not be unwarranted. If you do not operate any of the segments that are currently in demand, attention may be lacking. The situation is also not stable. If the circumstances worsen again, consumer spending collapses again and all the effort was maybe only half as profitable as it should have been …

Advertising is always worthwhile

The reasons mentioned above are understandable. However, following them is not advisable. What makes advertising and marketing so important has not just stayed the same. The Corona Times have increased the importance:

Advertising makes your company visible

… or keep it visible. A bitter topic these days is that quite a few companies had to surrender before the crisis. A good campaign continues to show you as an active contact person and provider.

Your (especially new) products want to be seen

Draw attention to yourself – and ideally new offers right away – and remind customers as well as interested parties. You also arouse the curiosity of potential new customers. An advantage, just like in pre-Corona Times.

A good campaign makes the purchase decision easier

Regular communication with your target group makes the purchase decision easier. The Corona Times have blocked some decision. Maybe even made them forgotten. You can encourage trough advertising to buy, subscribe, etc.

This is what advertising should look like in Corona Times

A study by MediaAnalyzer has compiled how advertising is seen these days. Also counts, of course, how the crisis is personally managed. A kind of perceptual conflict emerges between the desired and the real, changed normality. These requirements for a good campaign can be derived from this feedback:

The Corona Times can be adressed – but not too much

The changed living conditions even have to at least pay in. Otherwise your communication will not appear authentic. But: be careful with mask photos. As much as they are everyday life – they are too much of everyday life. And now negatively tainted.
A single person with a mask, for example when shopping, is still unproblematic. Even two, by far, do not evoke negativity. Especially not if they exude a positive mood and zest for life. But there shouldn’t be more people, because the perception tips immediately. The masks immediately displace everything else, since they stand for hazard prevention and distance. And thus have an instant negative effect.
Exceptions : Joint sporting activities in the association or club. In this case, even several people who train together even without masks do not cause any reactance.

Humor can (carry on to) play a role

Simply put, the Corona times make it difficult enough. Your communication must therefore be positive and convey confidence. And it can be humorous. Take advantage of the fact that marketing is also entertaining for the audience.
Beware of shallow, loud humor. What aroused sympathy with the target group before the Corona era can now be quickly rejected as inappropriate.

Beware of high-priced goods and services

In fact, despite the improved consumer climate, a certain objectivity has become, one might say: modesty. Customers want to treat themselves to something and enjoy. It is no longer as much about impressing others as it was before the Corona times. On the contrary, those who do not consume sustainably but rather extravagantly now encounter particularly negative effects.
Therefore, it is better to showcase your products discreetly and creatively.

Serve the desire for the old normal

A lot of new things are beating down on consumers. Much and too much that they have to adjust to again and again. Find the counterbalance in your communication. Remember something beautiful and familiar from the times before the pandemic. Communicate that the less complicated world still exists. Maybe a bit with your product …

Avoid melancholy

Dark scenarios, (too) negative theming of the situation, etc. damage your campaign. Even if you have specifically built a positive twist into it. In Corona times, there is a great risk that only what was previously oppressive gets caught. Or the audience doesn’t even read / look / scroll up to the positive twist.

Look positively towards the future

This always suits you, but especially as a provider of sports, events or travel. Promise the target group that a “complete renovation” is possible with your offer. Your customers will regain their previous fitness, experience something uplifting with your event or recharge their batteries on one of your trips. Make it clear that a new start and a return to yourself is possible with your offer.

You want to start your successful push campaign? Then contact us, we look forward to supporting you . </ strong >

Der Beitrag Advertising in Corona Times: What´s different now? erschien zuerst auf CleverPush.

What is neuromarketing?

As a sub-discipline of advertising psychology , neuromarketing deals with all processes of brain activity that have a positive, as well as negative, influence on a purchase decision. There are many methods of researching these brain activities. Particulary mentioned should be EEG and fMRI </ a >. As well as eye tracking.
Results from this research show that a remarkable 95% of purchase decisions are made on the basis of gut feeling. I.e. actually purely emotional .
In a nutshell: There are no (purchase) decisions without feelings .

Which emotions play the key role?

In 2002 a research team demonstrated, that the reward center, and with it the area that arouses the desire for something, is stimulated particulary. Namely, when the test person sees something that increases him in terms of demonstrable prosperity. And thus social dominance .
12 male test persons were asked to rate photos of different vehicle models according to their attractiveness. You guessed it: the photos of the sports cars clearly stimulated the corresponding areas in the brain that trigger positive emotions.
Conclusion: If is status, reputation, simply “being special” promised, it triggers desire. Thus also the purchase decision. It doesn’t matter whether it’s a sports car, baby food or fashion. The target group knows what makes them rise within their social environment. Because of this they´re looking for it.

Which personalities are distinguished in neuromarketing?

Because the Limbic system is responsible for desires, neuromarketing distinguishes between so-called “Limbic types”. They in turn are derived from the limbic model .
They can be roughly divided into four categories, which of course cannot be strictly separated. Often the characteristics overlap.

The four limbic types

1. Traditionalists / Preservers / Harmonizers: Neuromarketing reaches them through stimulants such as security, comfort and stability.
Exemplary marketing example: Werthers Original
2. Adventurer / Performer / Epicures: This type is clearly triggered by dominance. Furthermore by an increase in self-esteem or the prospect of discovering and owning something new. In fact something, that no one else has (or can easily acquire).
Exemplary marketing example: BMW
3. Disciplined: Similar to the type mentioned above, they´re stimulated by a prospective increase in self-worth, superiority, but also additional self-optimization.
Exemplary marketing example: adidas
4. Open-Minded: The open-minded like to be emotionalized by various stimulants. They appreciate the excitement and the being special just like the hedonists, but also look for the manageable and secure, as the traditionalists prefer.
Exemplary marketing example: Amazon Alexa

How does neuromarketing help your brand?

As a social being, people strive for appropriate recognition within their environment. As mentioned above, consciously or unconsciously, they are looking for exactly these status symbols. On their customer journey they would like – and must be – picked up accordingly with your campaign.

How to activate your target group

Emotions as a trigger for buying impulses and possibilities of stimulation we´ve already shown in this (German Language) article .
But here are a few more methods to improve the positive perception of your offer. And, of course, to increase the willingness to buy.

Use the social proof

This of course includes the well-known customer ratings. Invite users who have already converted to leave a review onto the relevant portals. The more of the good reviews you can show (and should also show, for example, in your push messages), the greater trust you will earn with future customers. The brain of the herd animal human works very conservative: the more people use something (and are pleased with it!), apparently the safer it is. And thereby it has to be good.

Make it easy for interested parties

Learning new things costs the brain some energy. In this context, learning also means memorizing a campaign or a message. Since the brain is reluctant to expend resources, you need to make “learning” your commercial message as comfortable as possible. All people as “ Cognitive Misser ” it is best to pick them up with simple slogans. Also a page that is easy to use and a quick check-out process is ideal for this.

Make yourself remembered

Too consistent: the unwillingly learning brain also quickly forgets. So make sure you have an appropriate, but unobtrusive campaign. Retargeting has proven to be a particularly effective method here.

Storytelling makes you memorable

Emotions can best be aroused if the customer has an area of identification. You can achieve this with the element of storytelling. Show your product or service in an application.
That sounds sober at first. But what that means exactly depends on your content. Tell something touching, funny, maybe even provocative, touchingly provocative. …
Whichever way you tell your story, the advertising entertains the viewers. And tickles the emotion they need. And, add-on, they pick up the advertising message immediately and sustainably.

Would you like more information and initial advice for your targeted push campaign and customer activation? Talk to us, we will be happy to support you with your strategy . </ strong >

Der Beitrag Neuromarketing and how to use it erschien zuerst auf CleverPush.

1. You don’t know your audience

Sending push notifications just into the blue will hardly be of any use. Always create a Persona and set the wording for your messages accordingly. Data tools such as Google Analytics also help a lot in analyzing user behavior and avoiding this one of common mistakes.

Note the timing

The dispatch time should be mentioned here again separately,
because the success of an entire campaign stands or falls with it easily! Even if you have reliably grasped the characteristics of your target group, a message within the wrong timing will miss the mark. The optimal time depends on your offer, special occasions or the goal of the message sent. Pay attention to alleged small things like time zones or important events for your target group. Hardly anyone can do anything in the middle of the night with an information about a super sale. Or even looks at his cell phone while he is cheering for an important soccer tournament.

2. The content is irrelevant

As far as common mistakes are concerned, this ties in closely with the point mentioned above. However, this has already happened to companies that actually know their target group. Simple example: The user has allowed push notifications, because he is expecting updates from the international financial market. He will show little willingness to react, if local news is interspersed. Not to mention, that he still remains a subscriber.
Send notifications that actually deliver the value that is promised.

3. Your motto for updates: “A lot helps a lot!”

If you have new offers or content on a regular basis, the common mistake of communicating this right away tends to sneak in. First of all, it is a logical conclusion. However, don’t let this lead to new notifications every single time.
As long a bargain is not equipped with a countdown or if you are a provider of news, it is better to bundle your updates. Send e.g. 2-3 push messages / week as summaries. In this way you remind yourself. And the user feels informed – instead of overwhelmed with spam.
P.S .: Especially if you update carefully and not at every opportunity, a push message will earn even more attention.

4. You don’t measure results and performance

You are not informed about the opening rates or the click throughs. Maybe just about the convertions. If you lose sight of all the important numbers, you are simply putting your campaign at risk. And every campaign wthat comes after. You need to analyze to know which key visuals, which headlines, which content(s) etc. have aroused interest. Or which dispatching time has proven itself. You can only set up targeted campaigns if you know the whole range of values. Pick up the user on his customer journey and where he expects your support.

5. You do not clearly state why you´re sending messages

This often sneaks in as a common mistake. The user grants the opt-in. But you didn’t tell him why exactly you want to send push notifications. It can quickly happen that your intention and users expectation collides. It is obvious that the user does not appreciate this type of surprise. So always clearly state your reasons for sending push messages. This prevents misunderstandings – and the transparency leads to a higher click rate.

6. You are not checking for errors

Common mistakes, perhaps the most common ones, are typing or spelling errors. They crept in quickly and are all too human. It is therefore worth double-checking your message before clicking “Send”.

7. The Landing Page is not suitable

Sending a good push notification is one thing. It also depends a lot on where your customers are directed to after clicking onto your message. A common mistake is actually that the content of the message and the landing page are not aligned. So make absolutely sure that your landing page …

• matches the message in terms of content and design. Without any recognition value the user will only be confused – and jumps off immediately.
• is attainable. A 404 page is just as poisonous for your campaign as it is for your reputation as an advertiser.
• does not overwhelm the visitor with CTAs and pop-ups
• serves the expectations of your target group (see point 1)

8. The communication goal is missing

It already adressed above, now a little more concrete here. A common mistake found into a considerable number of campaigns is, that they lack a clear goal. All efforts seem to be directed to nothing certain. So always ask yourself what exactly you want to achieve. Traffic? More awareness? Sales / Subscriptions? Customer loyalty?
If you have not clearly defined your goal for yourself and your communication, you cannot carry it out clearly. Only when you know what you want to say, how to whom, with what intent, your users/future customers will understand you. And convert more reliably.

9. There is a lack of patience

Of course: Push campaigns cost time and, even if they are one of the less expensive advertising media, they still cost money. Accordingly, it is understandable if an action is not supposed to run forever. It is perfectly normal when you want to see success as quickly as possible. However, rushing it hardly helps. Allow time for campaigners and recipients alike. Observe user behavior, place A / B tests. With just a little patience and work, at least at the beginning, you can quickly send targeted and correspondingly successful push messages in the future.
What you already know from other aspects of life also applies here: keep the pot boiling, learn out of feedback, mistakes and – of course, your successes.

Now you know 9 common mistakes when sending push messages. You will have everything right under control with us – immediately. Talk to us, we´re looking forward to advice you on your project!.

Der Beitrag 9 Common Mistakes when sending Push Notifications erschien zuerst auf CleverPush.

What does UX mean?

You can call user experience an umbrella term. Because it is not limited to a momentum, but covers the entire course of the Customer Journey. In fact, from awareness to after-sale and advocacy.
The user experience is mainly used into the online area, but of course also extends to the “offline” world. Every experience of the customer with a company, service and / or product, whether digital or physical, therefore belongs to UX.

Our focus here should be on the online UX.

What role does Usability play?

Usability and UX are still often treated as the same. Which is not right, but also not entirely wrong. After all, the two are as closely related as possible: Usability is an (important!) Part of the user experience.

Aims of Usability

Its focus is on designing a page or app in such a way that the intended target group can find their way there as quickly and easily as possible. For
the right UX design the age of the target group, e.g., plays a key role, such as level of knowledge or frequency of use. Particularly important:

• Intuitive operation
• Clarity
• Short loading times
• Correct display of the page on every device

The UX as a Collective Term

Simply put, the UX is an overall result from these parameters:

• Utility: The site / product is useful. An entertaining / informative or similar value is in prospect.
• Usability: </ strong> The site / product is quickly self-explanatory and easy to use
• Desirability: Page / product is appealing. The user wants to buy / subscribe / book, etc.
• Brand Experience: “Triad” – overall impression of the brand / product / website.

And this is how you achieve a good User Experience

As already mentioned, usability plays the most important role in “online UX”. Therefore you will retrieve some of the underlying principles in the following points.

Good Design

Studies have shown a tendency of users to always follow the same direction of view . They could be characterized as an F , sometimes as an E . The view goes from top left to right, just like when reading a text. Then the view moves back up to go down.
So add the relevant information precisely at these key points. This makes it easier for the user to find their way around your site immediately.

Menu Navigation

A point of design that follows the practical aspect. Make sure that the menu is always accessible and, above all, clearly visible to the user. Either through breadcrumps or, if he has to scroll a long way, sticky content, which takes him back to the main menu with one click.

Unified Tonality and compelling CD

When it comes to tonality, pay attention to the expectations of your target group. How does they want to be addressed? Objective or casual way of addressing? B2B- or B2C-communication?
Also ensure a uniform and clear typeface, additional an appealing selection of key visuals, colors, etc. Have you changed your logo and / or font as part of a relaunch? Ensure that the old version(s) have been replaced everywhere. Strictly adhere to the specifications of the corporate design on every page. Only if the user recognizes you on every page, he gains the desired positive impression of your professionalism.

Avoid 404 Pages as good if possible

Indeed, the emphasis is on “if possible,” because 404 errors are as inevitable as bad weather. But they shouldn’t come with the same frequency.
In case of an error page, apologize and offer alternative content. That sounds a little boring. But with these examples you can see how charming, creative and funny you can implement such a site. And even promote positive UX.

Don’t overload with CTA

When you want to monetize your website , it is tempting to incorporate many call to action-options. Or to provide advertising space for other companies. Since the users are used to it, they wouldn´t penalise with immediate churn.
As with anything, the dose is crucial. Use CTAs, advertorials, pop-ups & Co. such as hints or assistance: Visible but unobtrusive. Consistent with your CI and your communication goal.

Push Messages support positive UX

If your site picks up the user as he expects, he is open for Updates by email or push message . Since more and more pages are accessed via mobile devices, the opt-ins are also granted here.
This is your chance to reach the lead won via a modern and flexible communication channel: push messages.
Push notifications do not simply counteract the weaknesses of email delivery. They have even more direct advantages. Only a few of which are briefly listed here:

• Easier and more flexible customization, as well as constant adaptation to changes .
• Exact coordination of the dispatch to the daily routine of the target group .
• More control of the retargeting
• Salient embedding of activating elements, such as emojis (German language article) .

Conclusion: With the agile push messages you reliably achieve an immediate increase in positive UX.

What other advantages are there, what exactly do they look like and how do they support UX? Talk to us, we will be happy to advise you .

Der Beitrag UX: The great Importance of a positive User Experience erschien zuerst auf CleverPush.

What does time on site mean?

It describes how long a visitor stayed on a page or the entire domain.
In order to calculate it, the Time on Page is first needed. This means the duration of one visit at a respective page (URL) of the domain. This value is added and divided by the numbers of URL belonging to the domain.
The average length of stay ( Average Session Duration ) is obtained from the sum of all sessions in seconds. This number is divided by the frequency of the sessions, so that Google Analytics can rate the quality of the page . The ranking is based on the rating.

What does the length of stay state?

Google likes to see a visitor staying on a page for a long time. Apparently the visitor gets what he wants here, is well informed and / or entertained. Good quality is derived from this.
A short time on site has a correspondingly negative effect. If the bounce rate – the frequency, with which users leave the site after only a few seconds – is increased, quality will be denied.
Simply put:
Long stay = good side; short stay = bad side.

Some reasons for a short time on site

• Wrong keywords: E.g. “bird feeder” is set up, but the user encounters a provider for dog houses.
• The loading times are too long.
• The page is very confusing.
• Technical errors affect the appearance and function of the page.
• The visitor receives a security warning because the SSL certificate has expired.

What makes time on site so important?

Google rewards a long time on site with a better organic ranking. For you, this means that you do not have to invest money in ads to make the leap to the top results, once the user has entered the relevant search term.
Correspondingly, companies are doing a lot to increase their time on site. The best ranking sites keep their visitors on average around 3 minutes and 10 seconds .
There is also a very practical reason: a user who feels entertained and / or well informed converts with greater willingness. He will also recommend you to others. This brings more traffic, which Google also sees as a quality feature. With the appropriate length of stay, your site will continue to rank higher – and the conversions will increase.

Look out!!

Increasing the time on site is not automatically a win for every company! Or even makes sense. In addition, the length of stay does not, of course, fully state the quality of a domain.
Visitors can also stay long on a page that is confusing and difficult to navigate. But since they need important information from there, they endure the frustration.
Again, for example, a provider who releases information about opening- or departure times will naturally not have long sessions. On the contrary: the brevity speaks for high page quality.

Fortunately, Google knows that too. Therefore, additional parameters are used to evaluate the ranking of a page more precisely.

You should therefore always rethink the nature of your company, your offer and thus your online presence first.

How to extend the length of stay?

In short: counteract the reasons already mentioned above causing a high bounce rate.
And you should keep doing that.

The classical “time on site enhancer”: videos

Even if you are reading here: the average user doesn’t like doing this too much. If he wants information, he prefers to choose it as a video. Studies have proven its great – and above all increasing – popularity .
So be sure to include explanatory or promotional videos. Especially to present more complex products.

Offer quality content

Of course, the visitor also wants to read. But only exciting, informative, understandable and error-free texts. Reading on a screen can quickly become exhausting. So structure well, choose clear colors and check for clarity.

Pay attention to the mobile presentation

Adapt the mobile presentation of your site to the respective device. More and more users are accessing pages via mobile . If they find distorted or cut off views there, they don’t give the desktop version a chance either.
Set a high value on Accessibility .

Keep your website up to date

The viewing habits of modern users have changed. Anyone who comes to a page wants to find it clear, tidy, intuitive and, if they are mobile, responsive. The resulting, good UX, immediately increases the time on site.

Call-to-Action

CTA increases the time on site, because the visitor feels that he has been picked up. Means, you should offer him support with meaningful call-to-action. You can thus make a purchase easier, conclude an appointment, register on the page / to the newsletter / to subscribe to Push messages etc.

Conclusion

The means to increase the length of stay are often very simple. However, they can be complex to implement, for example with a glance on shortening loading times or building a responsive design.
But you will find: all the effort is worth it. Google Analytics rewards with a better ranking, which brings more traffic – and thus more conversions.
You can actively accelerate this process. Bring visitors to your site with push notifications. Inform about your new content, invite to your page.
How exactly is it going? Talk to us, we will be happy to support you with your strategy .

Der Beitrag The Importance of Time on Site erschien zuerst auf CleverPush.

Time is an important component that affects marketers when it comes to communications, campaigns or messages they send to your users/customers.

Thanks to technology, you can automatically segment and set the time for your notification only once without having to repeat the steps each time.

Importance of timing for push notifications

Timing is one of the most underrated attributes in push notifications.
Not only can a misunderstanding of the timing specs cause you to miss out on all of its potential, but it can backfire. Your users can unsubscribe from your website or prevent them from sending further messages or notifications and you end up losing your loyal customers. That shouldn’t happen, of course.
On the positive side, choosing the right time to send push notifications can increase web traffic and the subscriber base.

What might you miss out on if the timing is wrong?

Many users find push notifications useless. But why?
When you focus on the fact that over 35% of push notifications are generic “broadcast” blasts for all users, it’s easy to see that lack of relevance plays an important role in building that awareness.
However, many marketers continue to rely on generic “pushes” instead of considering personalization for the timing, frequency, and content of the push messages.
Users constantly mark most push notifications as “annoying distractions” and find them irrelevant.
So, it’s time for you to narrow down the best time of the day to send push notifications to your users
Avoid the “Why did I get this now?” Reaction from your users.
In order not to annoy your users with irrelevant push notifications, we recommend that you follow some strict guidelines to find the best time of day to send push notifications to your web users.

Start the action:

Daily check

When planning your push notification strategy, you can’t afford to miss the day.
There are certain days when most brands obviously have high click-through rates. Make sure you know your “best day” before scheduling notifications.

Time zone check

The point in time at which your users will receive notifications from you is a crucial attribute that will contribute to the success of your campaign.
Your users are not always available at the same time and often in different time zones around the world. Make sure the schedule of your notification matches the time zone of all target users to narrow down the best time to send push notifications.
Sending a well-timed push can make a huge difference in your users’ overall experience.

Frequency

Know how much is TOO MUCH for you and never overdo it.
The number and frequency of your notifications can vary due to many factors:

• The type of user you are targeting: top, middle, or bottom funnel.
• The purpose of your notifications. You may want to involve your users, re-target those who added a commodity to the chart but never bought it, or those who haven’t visited your website very often since.
• The industry type: news, gaming website, travel agency, fitness or e-commerce.

Usually sending push notifications twice a week will result in a significantly higher conversion rate!

Best time to send push notifications for different industries:

– News: 3-4 times a day, depending on the news, which are relevant and urgent for your users.

– Games: Once a day or less. The most important task now is to determine the correct time window for this one notification. Do your research to understand when you are most likely to get a high response rate.

– Travel: 2-3 times a day. This number can increase or decrease depending on the occurrence of vacation periods and long weekends. If you are planning to promote a new package available from your online / offline travel agent, this is a safe bet.

– Fitness: 3-4 times a week. When suggesting a daily fitness program, daily reminders are acceptable.

The goal of determining the correct frequency for push notifications is to prevent ad fatigue, brand blindness, or accidental user harassment.

Event Entry Check

Customize messages based on the time of year (holidays) to personalize the brand.

Make sure your notification calendar is synchronized with an annual events calendar. This will ensure that, on a busy festival day, you are not sending important and relevant notifications and the number of instances is ignored. Bombarding users during festival season is not the best time to send push notifications.

Plus, by keeping an eye on events, you can promote and create festive offers for events that have always had a significant response rate.

The right audience

You don’t want your push notifications to be ignored. Learn more about your users so that you can share the right content with the right audience.

Your communication should be as targeted as possible. Creating and understanding who you want to target (your target audience) should be an integral part of defining your push notification strategy.

In order to better serve users and to make sure that push messages are not perceived as annoying, companies must make better efforts to learn more about their users.

Make it easy to customize your content, news, product development and services.

The right content

Send the right content to the right audience at the right time.

The breakdown of users in terms of the usefulness of push notifications shows that a percentage of users still find these notifications relevant and helpful. This is because the news alerts users to things that interest them.

By personalizing the content of your push notifications, the open rates can be increased fourfold, increasing the average open rate from 1.5% for general notifications to a significantly more respectable 5.9%.

There are a number of ways you can add personalization to your push message, for example a custom picture, a personalized message, a past action of the user, a thank you letter, etc.

The right timing

Timing should be an integral part of your push messaging strategy.

How would you feel if you received an annoying push notification at 5 a.m.? Would you still like this brand? Or still subscribe to its offers?

Because of this, you need to take care of the local time notification delivery.

Customizing your notifications for your users is not just about what you say, it’s also about when you say it. Don’t forget to let messages expire when they are out of date.

Automate your notifications and reach your users at the right time. With web push notifications, you are on the right track.

Der Beitrag Timing matters: When to send push notifications erschien zuerst auf CleverPush.

We support Safari push notifications. This is what sets us apart from many other push notification services. While Safari has a much smaller user base on the desktop than some other desktop browsers, Safari desktop users are extremely loyal, predominantly female, and also have higher than average levels of wealth.

1: Safari Web Push Notifications are only provided on desktop devices

Safari browser notifications have been around for a while since they were introduced as part of Maverick OS X. However, Safari browser notifications are only available on desktop devices and therefore will not appear on iPhones. This is a special decision made by Apple, so it is unlikely that this will change in the near future.

2: Safari web notifications are not available for all push notification services

Not all push notification services support features that allow users to send browser notifications through Safari. In fact, most of these services only focus on the largest browsers. Safari desktop users tend to be female, wealthier, and more educated than the general browser population. Tracking engagement rates across different browsers has seen very strong click rates on Safari pushes.

3: Safari browser notifications will appear even when the browser is not open

In general, there are two types of browser push notifications for websites. The first type is usually referred to as “local push” or “local notification”. These are triggered “locally” with JavaScript and browser push notifications are only displayed if a website is open in an open browser tab.

The second type of browser notification for a website is a “Safari Push Notification”. This push notification is not triggered locally with JavaScript. Instead, these pushes are triggered separately via Apple’s own push notification service. Within this technology, a browser push notification can be provided and displayed even if a user does not have a Safari browser open. Subscribers take advantage of this technology, and visitors who receive push notifications generate very high engagement rates even when the Safari browser is not open. These pushes are often even more visible to the user and attract a lot of attention.

4: The Future of Apple and iOS Web Push

It is not yet certain when Apple will support browser push notifications for safaris on iOS devices. If you search the internet, you will find that there is some debate on the subject. Some say the likelihood is low, but others, like us, are more optimistic about the issue. The pessimistic argument is that Apple has a high incentive to keep apps native and therefore doesn’t want to take steps to encourage people to have native app-like functionality through their web browsers. Whether you agree to all of this or not does not matter, in the end we cannot say exactly how the web (and the push notifications of the browser) will develop. But we are confident.

5: Enabling browser push notifications on Safari doesn’t take much more work

While Safari’s share of the desktop browser market is much smaller than other browsers, customizing your browser’s push notifications for Safari is easy. While each browser treats web pushes slightly differently, subscribers adjust to these differences accordingly and make editing push notifications very easy for Safari desktop browsers. So you only need a few extra minutes to make sure desktop users can receive your messages.

All browsers continue to invest in the technology behind browser push notifications, and we see Apple continue to support more and better messaging through web pushes. We’re excited to see what Safari supports next, and we’ll keep posting updates on our blog to keep you informed.

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Bigger than social media

Facebook Messenger, WhatsApp, Viber and WeChat are the world’s largest messengers and have had more users than the social media networks Instagram, LinkedIn, Twitter and Facebook since 2015. There are now over 2 billion people worldwide who use a mobile messaging app at least once a month. In 2020, the number of mobile messaging apps will exceed that of all social media users.

After all, Facebook bought WhatsApp for 19 billion dollars for a reason: Mark Zuckerberg knew exactly the value of messenger apps. Those are used to communicate much more frequently than via social media. Companies are now able to interact omnipresent with their target group on these very channels.

Business through messaging

Over 40 million companies worldwide are now active in Facebook Messenger. In 2019, the number of messages sent between users and fan pages was 20 billion per month. In comparison: in 2018 it was still 8 billion per month. In addition, studies by Facebook came to the conclusion that direct chat with companies is preferred to other channels. 3 out of 4 people have more trust in companies they can reach via chat.

Most of the time, questions about inventory and orders, opening times or product availability are the reason for interactions. But feedback and product photos for complaint purposes are also shared in this way.

The messenger chatbots

The majority of the bots that are linked to Facebook Messenger, for example, are simply logical automations. They are no more sophisticated than the person who created them, and only as smart as the software in use allows them to be. In fact, you don’t even need programming knowledge to create chatbots, thanks to so-called chatbot builders.

The chatbot offers the possibility of having a personalized 1:1 dialogue with many users at the same time. However, the degree of automation is usually 80-90 percent. So you cannot and should not completely leave the helm to the bot.

Usually, the way to the chatbot is via the “send message” button on the Facebook homepage. The bot can also be started via a direct link, no matter where. In this way, the messenger conversation picks up where it started on social media or on the website.

In addition, it is possible to publish posts in the Facebook newsfeed that appear to be a normal link posting, but when clicked turn out to be the start of the stored campaign and open the messenger. Integration on normal websites is also possible with chatbots to greet users and answer questions.

Chatbot lead generation

A user who leaves their contact details to the company and agrees in the follow-up communication is referred to as a “lead”. The dialog can be the starting point for transferring the user to an existing email distribution list, but it can also be continued via messenger. The systems can be easily combined.

Leads can be qualified by asking important questions and evaluating the user answers. Are contacts interesting for a sales pitch on the phone? So it can be decided! This saves time and, in combination with the right targeting, can also create a powerful sales engine.

Messenger customer service

No longer having to wait forever – thanks to the chatbot! Questions sent via messenger are answered within a few minutes, to the great delight of the users.

The chatbot knows the answers to frequently asked questions. But he can also take the matter in first and then let an employee take over. The process is more convenient and timely than using a phone computer. If the connection is broken, no data is lost and you will not be forwarded to any other employee until the matter has been resolved. Sending videos, photos and voice messages is another advantage of the customer service via messenger.

More options

Competitions, surveys and quizzes benefit immensely from chatbots. Sweepstakes can be limited to the relevant page and user loyalty and market research are automated. Additional software is not necessary and the simple use is optimized for mobile devices.

Data once sent to the bot by the user can be reused to personalize offers and other texts. In addition, online retailers can make sales directly via the messenger, whereby the user does not even have to leave the channel for the payment process. The online tools required can be easily integrated using a special interface or API.

In conclusion

As you can see, messaging is not just about the future: we ARE in the future and messaging has a permanent place in it. 1:1 communication has long since become a must have for companies, including you, and you have certainly already made use of some of the options. We hope that you now know about a few more and use them appropriately. Take advantage of your qualities, proudly present them – and then let the success speak for itself.

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Most companies developing new marketing strategies try to replace the existing strategies, but we do not recommend doing that! We strongly recommend that you combine push notification marketing with any other type of marketing that you are already doing.

Did you know that only 3% of your website visitors are actively looking for something? The others are more interested in orientation and/or are simply browsing around. So people are not always ready to buy when you first make an offer. Strategies like email marketing and push notification marketing are therefore perfect for reminding them of your great new offer!

Email VS. Notifications

The biggest difference between email marketing and push notifications is the amount of information subscribers need and the length of the message. However, they both have the same goals: connecting with your audience, promoting your brand, and increasing sales and customer loyalty. How? By sharing news, promoting new blogs, announcing the launch of new articles, notifying users of upcoming sales, and many more options.

Studies have shown that an average of 2% of web-wide visitors register for the respective newsletter. For push notifications, however, an average of 20% choose it. When you combine these strategies, you can turn your blind spots into sweet spots. In other words, you can reach the people who are not subscribing to your newsletter, but to your push notifications!

The reason the push notification sign-up rate is much higher than email is because people don’t have to leave any personal information. No email address, no phone number, no name, just their consent to receive push notifications. This means that users receive the information they want, but without giving their private information.

So make sure to include push notifications in your marketing strategy. It’s effective, affordable, simple, and powerful! It has never been so easy to get in touch with your website visitors!

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Push notifications: a refresher

Push notifications are small, simplified messages that ask the recipient to take a certain action or provide a certain value. With web-based push notifications, you can reach visitors who are or were on your website directly on their mobile phone or device, without the need for personal information or an app. Being able to reach your visitors without any effort leads to increased engagement. This can lead to more sales, brand awareness and improvements in your marketing funnel.

Over the years technology has advanced significantly, making the way to various types of digital communication tools that are available to all types of organizations. As a result, the demand is huge and push notifications take different forms, among other things. Although push notifications are coming from native apps, we see trends moving towards Progressive Web Apps (PWA). In this blog, we explain how push notifications are used within a PWA, what advantages they have and what are the differences to native apps.

Features of push notifications

While push notifications themselves don’t sound very extraordinary, they can add serious value to your business. For example, you can use push notifications in such a way that they positively influence the way the recipient thinks and feels. Progressive web apps allow users to take advantage of app-like features such as improved performance and user experience on your website. Combined with the ability to add fully automated and segmented push notifications, this offers general benefits, from improved engagement and marketing to higher conversion and brand trust.

Push notifications for progressive web apps

Progressive Web Apps explained

The best practical examples of PWAs can be found on Google as the concept was created there. YouTube, Twitter and the Chinese retail giant Alibaba serve all mobile traffic through PWAs.

You can launch a PWA from the browser and install an icon on the home screen just like a native app. The PWA is extremely fast and offers the possibility of working offline or in slow networks. Unlike a native app, you don’t have to download the PWA, so the PWA is always up to date. A PWA also helps a lot with SEO-Best Practices, which leads to a higher Google ranking. Google offers tools for testing whether your PWA is good enough. Loading times and security (an HTTPS connection is required) are particularly important.

In terms of maintenance, a PWA means less work. Usually you maintain the website plus two apps (Android and iOS). With a PWA, the content is now served from a single platform. Additionally, you don’t have to worry about app store requirements and possible geographic restrictions.

How push notifications work in Progressive Web Apps

Push notifications let your Progressive Web App go far beyond the browser and are an incredibly useful way to get in touch (again) with your website visitors. Web push notifications are used for simple tasks like notifying a user of upcoming sales or events. They display an icon and a few lines of text that the user can click to open and go to a specific destination on your site. You can also incorporate action buttons into automated notifications so that the user can interact with your website or web app without having to return to your page.

Web push notifications use a “ServiceWorker” to wait for “push events” provided by your push notification service ( CleverPush, for example). As soon as an event is triggered, the notification is sent to the user’s device, even if the browser is not active. Push notifications are sent directly from a server to the web push service and contain the information the push service needs to send it to the correct recipient.

If visitors of your website or web app allow notification messages in the browser, the ServiceWorker wakes up briefly to register you as a “subscriber” of the website in question so that you can receive push notifications. This registration trip can vary from place to place.

The Value of Push Notifications to Browsing Experience and Engagement

You are undoubtedly already monitoring and optimizing the customer journey of your website visitors. Combined with Progressive Web App technology that makes your page accessible quickly and offline, this is a really strong foundation. To enhance that experience, push notifications that are timely, relevant and accurate help drive conversions and engagement.

You have precise control over when you want to show your visitors something that is meant for them, such as a confirmation, an update or a discount at the desired time for example. This will make visitors feel more personally connected to your company and the information you want to share with them. The chance of attracting returning visitors is enormous and your brand awareness increases significantly as a result. Hence, we see web push notifications as a great addition of value for higher user engagement.

Progressive Web Apps vs. Native Apps

We all know the Android Playstore and the Apple App Store where you can download apps. A mobile native app can also be downloaded from these stores and was developed with a specific programming language for a specific operating system. The app is installed on the user’s operating system such as Android or iOS so that the app device can call up certain functions. The technology of the app is similar to that of a PWA, but ultimately they are very different technologies.

Push notifications in native apps are also different from a PWA. Within the app, these are often notifications about updates, news, marketing or transaction notifications. You will only receive these notifications if you have installed the app and activated the notifications or granted authorization for them. The push notification operation of a PWA, however, is different. Depending on the usage, these notifications generally don’t focus so much on continuous updates, but mainly add value to the marketing funnel by getting visitors and customers involved in the brand or business. The main difference remains the operation of web push notifications on iOS, where native is the precursor so far.

Ready to go? In that case, we hope that we have been able to answer some of your questions and that you will soon benefit from the information provided.

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