In case you haven't heard, the age of banner and display advertising are on their way out, and even email to a certain degree. Thankfully a new methodology is taking their place, one that is currently far more effective – disruptive marketing.
In this article, will explain what disruptive marketing is and why it needs to be part of your overall marketing strategy.
Display & banner advertising are losing effectiveness
Ask anyone who uses banner and display advertising and they'll tell you that they aren't seen the results they used to see. There are many reasons for this, among them is the simple fact that Internet users are savvier than ever and tend to ignore them. Users have adapted "banner blindness" and simply don't even "see" banner ads any longer. They have learned to eliminate them from their field of vision and consciousness.
Enter disruptive marketing
In an age where your typical Internet viewer has developed "banner blindness" and can literally scroll past your ad without it even entering their consciousness, advertisers have had to come up with a way to "disrupt" these learned patterns and thus, disruptive marketing was born.
Although the word disruption can have a negative connotation, in this sense, the disruption is only momentary and it is a positive one. It has to do with breaking learned viewing patterns of "tuning out." When done right, the kind of disruptions we are talking about can be more rewarding than annoying to the web viewer.
Web push notifications
While there are several different methods and tools employed in disruptive marketing, the foremost tool in disruptive marketing is the use of web push notifications or messages.
Web push messages, with their ability to float over the top of whatever it is a user is looking at in their web browser, on any website, " disrupt" that user's activity and momentarily captures their attention with a brief message that the user can read in a glance.
Let's delve deeper into the abilities and strengths of disruptive marketing with web push notifications…
Web push notifications: Strengths & Abilities
Here are the main strengths and abilities that web push notifications can provide for marketers using disruptive marketing methods.
1. Delivered no matter what website viewer is on
With web push notifications, you can deliver your message to your user's web browser, no matter what website they may be visiting. Even if your subscriber is not using their web browser at the time you send your message, the next time they use their web browser your message will be delivered.
Because the message floats over the top of their web browser, it can't be ignored - it takes precedence in the viewing hierarchy. This is where "disruptive marketing" comes into play. Your message disrupts whatever the viewer is looking at at the moment. Since the message is brief, the viewer can read in its entirety in a glance...even if their intention was to ignore it.
2. Real-time delivery
Web push notifications have the ability to be sent in real-time. They are delivered the minute you send them.
Let's suppose someone visited a particular product on your website, but then left your website after visiting the page but not making a purchase. You can set up a trigger to send a message a specified time span after a viewer visits a particular page (i.e., your product's sales page) on your website. No matter what site the visitor went to after yours, the message would be delivered. Perhaps that message could contain an unbelievable discount that would prompt the user to come back to your site and purchase the product.
Compare this to email, which can be delivered quickly, but can also sit for hours/days/weeks unread. That does not happen with web push messages. In other words, you don't have to wait for a prospect to see a banner and or read an email – your message is delivered and seen NOW.
3. Inherently brief and digestible in a glance
Another power of web push notifications is, by their very nature and browser standards, push notifications are inherently brief. Think a slightly-less-than character limit than Twitter. While this might seem to be a limitation, it is actually an asset because it forces advertisers to be very succinct and direct with their messages. It prevents you from overwhelming your viewer with information.
Instead, it makes you get right to the point. The result is that your viewer can digest your message in just a quick glance. That means it's much more likely that your viewer will read your entire message – even if they were trying not to. Since the message is so brief, not only does it get read, but the viewer is likely to find it less annoying because they can read it in a glance, and then it goes away.
Even though the message was disruptive, it was only a minor and momentary one. However, when the message contains high-value for the user, the message will not be seen as a disruption, but rather a welcomed tip that the user is happy to receive.
4. Contains a clickable link
One of the most powerful abilities of web push notifications is the inclusion of a clickable link. This allows your viewer to take immediate action on your message. Therefore, not only can you disrupt the viewer from whatever it is they are looking at, wherever they are on the web, but you can then pull them away to wherever you want them to go and get them to take your desired action.
This is the ultimate disruption - you have "reclaimed" this prospect.
5. Can contain a small image
Web push notifications can contain a small thumbnail image, which can help give an immediate visual recognition or clue to your subscriber. Using the right image can quickly capture the eye and attention of the viewer. As they say, a picture is worth a thousand words! Since you have very few words to use in a push notification message, the wise choice of the perfect image can say and do more than words.
6. Can't be impeded by third-party
One of the biggest problems in email marketing is that most of your prospects and customers are using an email service provider (i.e., Google, Yahoo, Hotmail, etc.) who has the ability to send your message to the spam box, delay it or block it entirely. These services can completely impede your ability to deliver your messages.
On the other hand, web push notifications are sent directly to the web browser. There is no third-party involved to get in the way of your message. Your message is delivered in real-time and seen every time.
Only the user has the choice whether they want to receive or not receive your messages. When they opt-in to subscribe to your messages – every message you send will be delivered in real-time with no interruption.
Disruptive Marketing & Push Notifications
- Disruptive marketing with web push notifications "interrupts or disrupts" your subscriber's attention momentarily from whatever they are viewing in their web browser
- It has an advantage over display and banner advertising by its ability to float over other web content momentarily where it cannot be ignored, pushing the other content into the background
- Web push notifications allow you to reach a viewer anywhere on the web
- They allow you to send messages in real-time where they are seen and read immediately
- The brevity of push notification messages means they can be read and consumed in a glance
- They have the ability to include a clickable link which gives you the option to disrupt a viewer with your message and direct them to take an immediate action
- Web push notifications contain thumbnail images that allow you to use the power of imagery to say more than words alone could, as well as, evoke emotions that can prompt user desire and action
Let's get started!
Let Pushly help you get started using web push notifications as part of your marketing plan. Contact us and a member of our team will reach out to you and help get you well on your way to connecting with your audience on an entirely different level.