Technology moves at such an alarming pace, we sometimes forget just how much has been accomplished in such a short period of time. Think about it for a second. From robots to private companies that offer flights to space and the colonization of other planets, modern headlines resemble movie titles from the early 2000s. But, in order to use this technology to its max potential, we also have to understand just how powerful it actually is.
Push notifications are a perfect example.
Launched more than a decade ago (yes, that long!) push notifications took mobile and desktop ads to a new level. By instantly delivering news, updates, and other notifications in the same way messages were presented, push notifications enabled marketers to distribute their ads without falling victim to consumer preconceptions.
But, even though push notifications are powerful, only a small percentage of marketers actually use this tool properly. For this reason, we’re going to break down the psychology behind push notifications and how they help you build a profound connection with your audience.
The first thing that most marketers focus on when creating push campaigns is the how. Yes, it’s important to understand that push notifications are delivered like other alerts. But, you should also ask yourself this question every time: why are you creating this ad? What’s the goal you want to achieve?
The answer to these questions will help you determine the wording, tone of voice, and other details that ultimately influence the performance of each ad. Let’s say you are running an ad for a dating offer, then you should assume users who see your ad are looking for a friendly tone and potentially some humor.
We’ve all heard the stories and read the crazy stats about push notifications, but a large portion of marketers struggle to make this ad format work for them. The reason is that most affiliates know they are great, but don’t take the time to understand why push notifications are so effective.
Here are the main reasons this ad format converts and how you can use this to your advantage.
We have mentioned this a few times and we’ll mention it again: push notifications appear on users’ devices in the same way other messages and alerts are displayed. This is important because most consumers are used to banner ads and other older formats, so they have developed the ability to ignore these completely. This is not the case with push notifications, so make sure you create engaging content that captures your audience’s attention.
Doesn’t Interrupt Navigation
Whether it’s a mobile or desktop, push notifications appear as an alert that doesn’t interrupt navigation or gameplay. This dials down the annoyance factor while still capturing some of your targets’ attention.
Familiar Notification Structure
Pushes often follow a familiar structure that’s similar to a text message. There is usually a greeting, the main content, and a call-to-action or CTA. Most users are familiar with this and it allows them to scan through the content easily in case there is something they are interested in.
Can Be Triggered By Behavior
Besides being triggered by time milestones, push notifications can also be triggered by user behavior. Depending on the network and publisher you have available, you may be able to send pushes after users play a game or take another action you select beforehand.
Boasts of Versatility
Push notifications are so versatile, they can be used to distribute information, collect details, upsell subscriptions, and many other purposes. However, you’ll want to choose one reason and design your campaign around that, rather than trying to do everything with one set of ads.
Timing Can Be Adjusted
While on the topic of timing, one of the best things about push notifications is that you can adjust the frequency at which they are sent. After you launch your campaign, you can make your ads appear every day, every couple of days, or how many times you want. Just keep in mind that the notifications need to be delivered in a time frame that doesn’t annoy consumers.
Improve Targeting Through Behavioral Patterns
Finally, push notifications allow you to send alerts based on your user’s behavior. These can be triggered by a keyword or any other predetermined action, but you’ll need to study your audience to avoid narrow targeting.
Discovering the secret sauce to push notifications can help take your campaigns to the next level. The behind-the-scenes tips above should help you understand why these ads work so well and produce better creatives.
Stay tuned to learn more or contact ActiveRevenue and we’ll be glad to help.