Web and Push Notifications to build loyalty with your media audience
Improve the CTR of your content and recurring visitors
Customer loyalty
Hello! What's going on?
Now that we are entering spring, the days are longer, we see the Easter vacations just around the corner and we also face different electoral processes, perhaps you should take into account that improving the flow of communication with the readers of your media. It is a key factor to build loyalty with your audience and increase engagement with your brand. Everything changes by the minute, declarations, alliances, pacts.... We consume information very quickly and we forget it more quickly too, that's why we want to talk about the importance of web and push notifications, to get your messages at the right time, to the most convenient audience and with the most appropriate tone.
The latest privacy scandals, fake news and the noise generated by social networks often lead to a total distortion of information and distance us from reality. This has caused users to prefer the original source to consume certain content in order to be informed in a rigorous way that is more in line with their tastes, criteria and editorial preferences. This is a unique opportunity for the media to reinforce their credibility and serve on-demand content to the right target audience. Sending the web or push notification at the right time, with the right tone will add value to your readers' daily lives and increase brand awareness of your editorial project.
What are web notifications?
Web notifications are those that are shown to the user as browser alerts, provided that the reader has previously given explicit consent to receive them, by clicking on the acceptance button in the pop-up window displayed by the browser itself. You can perform two actions, refuse it or accept it, and then the user will be part of your subscription list.
The advantage of web notifications is that you can always communicate to the user the news of your media in a non-intrusive way, even if they do not have the browser open with your digital newspaper and if the content they see is of interest to them, it will be a reason for interaction and a recurring visit to your media.
Users can always manage web notifications immediately from the browser preferences. They can stop receiving them by blocking the display and allow them to be received again by re-activating them. Therefore, the user is always in control of the communication.
And push notifications?
Push notifications are those that arrive to your mobile device as long as you have the App installed and at the moment of opening and/or installing it, and you have given your explicit consent, you will start receiving them. Its function is to generate recurring visits to your media, provided that what you have to communicate brings value to the user and to the extent and frequency that you have determined as you want it. You know, less is more.
The main advantage of push notifications is that the CTR or Click-Through-Rate is higher with higher open rates due to their degree of personalization with images, text and emojis. They are easy to accept, read or reject with notifications on the user's device screen. The goal is to serve news to users immediately before the competition, building loyalty and generating conversions that can be monitored. The media have a unique opportunity to control the distribution of content in a non-intrusive way, even more so if the objective is to monetize for exclusive paid content.
Another of its main advantages is that it is not necessary to be running the application to receive the notification, it will be sent and even if the app is turned off the user will still receive it, so you have to make good use of this technology to not end up being uninstalled from the application panel of your user's smartphone.
If you want to get optimal performance from your communications, you've to know your audience very well and know what to communicate and what is the best time, therefore having statistics is a key factor for monitoring performance: sends, opens, fails, date, platform (iOS, Android, Web) before sending the next message to your users.
The push notifications technology requires for its implementation the previous development of a native iOS/Android App. If your publishing project needs to improve conversions and engagement and you need an App, don't hesitate to contact us and we'll find a solution tailored to your needs.
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And finally, did you know that...
In the next post we'll talk about how the big digital newspapers are finalizing details of what their paywalls for closed digital content will look like, as a source of monetization during the first half of 2019. We'll talk about all of it...
