The Power and Pitfalls of Using Browser Push Notifications
With the advent of browser push notifications, marketers and publishers now have a new channel to directly connect with their audience. Odds are, you’ve encountered browser push opt-in requests many times: browser-generated dialogs asking whether you want to “allow” or “block” notifications from the site you’ve just entered.
The ability to reach users immediately, no matter where they are, makes browser push a high potential channel for delivering breaking news or the day’s top articles. By using push to connect users directly with their best content a couple times each day, marketers and publishers can build valuable direct relationships with a broader audience.
That’s not to say browser push success is automatic. In fact, the wrong push approach can cut these relationships short before the first notification is sent. To implement browser push effectively, it’s important to recognize both its power and potential pitfalls so you can craft a strategy that doesn’t push people away.
The Power of Push
Apps for phones and tablets have been around for years, and many publishers use app push notifications to reach their audience and buzz their pockets to drive engagement, all without the algorithm interference of social or the deliverability challenges of email. However, the biggest obstacle here is usually the app itself — getting people to download your app can be tough, assuming you have the resources to build an app in the first place. Less than half of digital publishers have an app, and for those that do, audience penetration averages less than 5%.
With browser push, publishers get the same instantaneous reach of app push without the hurdles. Not everyone will download an app, but everyone uses a browser and browser push notifications are functionally identical to app notifications. They appear on your desktop or phone home screen, even if you are not browsing the web. And with all modern web browsers now supporting push on mobile and desktop, your potential audience is significant.
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