You used to use SMS, but now you've replaced them with push notifications. Why is it better from a marketing point of view? We will tell you the reasons.
How did push notifications appear
Push notifications are used to notify customers about promotions, discounts, news. They appear on the screen in the form of pop-up text messages on the screen, helping to keep customers up to date and encourage them to take some actions, such as purchases.
Push notifications start working after the client downloads and installs the app, and subscribes to the newsletter. After that, the mailing server will start sending notifications to it when the event specified by the administrator in the settings occurs.
How does this happen?
There is also a notification service between the client and the mailing server, which helps save phone resources. However, it is not visible and customers do not know about it. SMS and MMS use much more space on the phone than on Push notifications. The latter appear on the user's smartphone in silent mode in the center of the screen or at the top left if the device is locked. This is a convenient and affordable way to attract the customer's attention.
Previously, using push notifications was not so easy technically and expensive. Their use was available if you ordered the development of a mobile application from scratch. At that time, only system messages were used, such as “New version available”.
Then there was software for developing mobile applications, where it was possible to insert and send a push when creating a program.
It was expensive for business owners to develop such an application with the ability to send messages, as it required hiring programmers, ordering services from web studios, or employing a specialist.
Small businesses couldn't afford it. Soon, solutions for them also appeared, which included a mailing control panel. They were different:
- Universal programs that you can change to suit your business.
- A robot marketer who tracks the actions of customers in an online store.
- Push newsletter builder.
- Ready-made loyalty programs that are upgraded to meet the needs of a particular business.
Why push notifications are better than sms
Modern marketing tools are characterized by personalization, brand closeness and interactivity. Businesses communicate with their customers via messengers and social media.
This style of communication is close to the spirit of the new generation that grew up in the digital age. For them, online consultations, voice assistant, virtual discount cards, contextual advertising, and push notifications are a matter of course. Each of these tools works in conjunction with the others.
When it comes to sms and push notifications, their tasks are similar, but they are delivered in different ways. SMS via the cameraman, and push notifications through the notification service. At the same time, the cost of a push notification is several times cheaper than the SMS that everyone who has a smartphone and an active SIM card will receive. The push notification audience is much narrower, but it is targeted, and for business it is much more valuable.
Disadvantages of SMS messaging
The biggest drawback of using SMS messaging is its high cost, especially when sending a personalized offer. For example, the cost of one commercial offer for mailing may vary from 1.5 to 2.5 thousand rubles per month.
When using programs with push messaging, it is several times cheaper.
Another disadvantage of SMS messaging is the negative attitude of customers towards advertising and the lack of interactivity.
In order to organize SMS, you need a customer base with phone numbers, but customers do not always agree to subscribe.
