Capturing the attention of a consumer at the right time with the right message is the key to performance marketing. While personalized advertising at scale without advanced targeting, custom audiences, or steep ad costs can be arduous, emerging digital advertising channels, like push notifications, are making mass personalization a key component of today’s most successful messaging strategies for publishers and advertisers alike.
What Are Push Notifications?
Push notifications are short messages that consumers opt into on websites. Delivered to mobile devices or desktop computers, push notifications allow publishers to re-engage and nurture website visitors, encouraging them to take desired actions. Push notifications typically include an icon, text, and a call to action. Push notifications are short messages that consumers opt into on websites. Delivered to mobile devices or desktop computers, push notifications allow publishers and advertisers to re-engage and nurture website visitors, encouraging them to take desired actions. Push notifications typically include an icon, ad copy, and a call to action.
How Do Push Notifications Work?
On websites where push is enabled, visitors are prompted to subscribe to notifications and opt in by selecting “allow.” The act of subscribing or opting into notifications gives the website permission to message the consumer via push notifications. A user does not have to provide any personally identifiable information, such as their email address or phone number.
How Can Push Notifications Benefit Publishers?
Push notifications allow publishers to communicate with consumers with timely, relevant, personalized messaging.
Three common objectives for push notifications are:
- Encourage return visits to a website
- Build subscriber lists
- Boost conversion rates and conversion volume
Push notifications can be leveraged to inform readers of new content or new offers, keep users engaged, share promotions, request referrals, and encourage action, including after cart abandonment. Notifications can be sent to specific subscribers based on their actions on-site, to segments of subscribers based on similar characteristics, or to all subscribers at once.
Sophisticated push strategy considers the customer journey and the information needed at each step to encourage forward progress. Leveraging relevant messaging that keeps opted-in consumers regularly engaged, push notifications help publishers build lasting relationships with their audiences, resulting in more conversions and increased life-time value (LTV).
How Can Publishers Launch Push Notifications?
The right partner can make all the difference when it comes to ease of launch for push notifications. Aimtell (recently acquired by Digital Media Solutions) makes it simple for publishers to launch push notification campaigns. Subscriber collection can begin after adding just one line of code to websites, new subscribers are gained with just a single click, and messaging can be easily segmented, personalized, and automated.
Should Push Notifications Be Part Of Every Publisher’s Toolbox?
According to Benjamin Nwokeabia of eMarketer, “meeting the needs of buyers was not possible [during the 2020 holiday season] without connected data, hyper-personalization and triggered communications.” Likewise, EY recently reported in an article about insurance marketing that “hyper-personalization is at the forefront of the customer journey.” Hyper-personalization, as defined by EY, is “about enabling personalized, contextualized interactions” to create convenient interactions that create engagement and trust. Push notifications allow for personalized messaging at scale, and with the simplicity with which push notifications can be added to digital advertising campaigns, there is rarely a good reason for publishers not to include them in a multichannel digital advertising strategy.
Are You Looking For New Ways To Monetize Your Traffic?
Once you’ve added push notifications to your site to scale user engagement, you need the right partner to help you monetize your traffic. DMS Performance Ad Market (formerly W4) is committed to offering a diverse selection of high-yielding campaigns and providing the best publisher support in the industry. The DMS Performance Ad Market gives publishers the tools needed for maximum success, including one-on-one expert advice along with the best performing campaigns at the absolute highest price points. We offer flexible, on-time payment terms to support scale. We value our publisher relationships, ensuring our publishers are handsomely rewarded for their loyalty and business.
Click here to apply to become a DMS Performance Ad Market publisher.
Author Bio:
As Executive Vice President of Operations for Digital Media Solutions (DMS), Lily Trevisanut oversees all operations for the affiliate division and effectively develops and optimizes high-converting creatives and recruits, vets, monitors and mobilizes quality online publishers — all while ensuring accurate tracking, reporting and quality assurance. Having spent nearly a decade in the affiliate marketing industry, Lily is a master at creating opportunities to drive high-volume marketing results. Lily got her start in 2011 at W4 – acquired by DMS in 2018 – and quickly rose through the ranks. After starting out in the finance department, Lily graduated to the affiliate team, eventually becoming the Affiliate Director. Taking her newfound expertise, she moved to the sales department where she oversaw and managed advertiser relationships, campaign onboarding, sales team employees and operations, compliance and the overall strategy for the company before landing in the position of Vice President of Network Strategy. Over the course of her career, Lily played a pivotal role in helping advertisers acquire new customers and achieve their campaign goals profitably, while enabling digital media publishers to monetize traffic on a results-based, cost-per-action (CPA) basis.