You used to use SMS, but now they have been replaced by push notifications. Why is this better from a marketing point of view? We tell you the reasons.
How did push notifications come about?
Push notifications used to notify customers about promotions, discounts, and news. They appear on the screen in the form of pop-up text messages on the screen, helping to keep the client up to date with the latest events and encourage them to take some action, such as making purchases.
Push notifications start working after the client downloads and installs the application, and also subscribes to the newsletter. After this, the mailing server will begin sending him notifications when an event specified by the administrator in the settings occurs.
How does this happen?
Between the client and the mailing server there is also a notification service, the operation of which helps save phone resources. However, it is not visible and clients are not aware of it. SMS and MMS consume much more space on your phone than Push-уведомления. 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 client'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. Then only system messages were used, such as «New version available».
Then software for developing mobile applications appeared, where it was possible to insert push mail when creating a program.
For business owners, developing such an application with the ability to send messages was expensive, as it required hiring programmers, ordering a service from web studios, or keeping a specialist on staff.
Small businesses couldn't afford this. Soon solutions appeared for them, which contained a mailing control panel. They were different:
- Universal programs that can be modified to suit your business.
- A marketing robot that tracks customer actions in an online store.
- Push mailing constructor.
- Ready-made loyalty programs that are modernized to suit the needs of a specific business.
Why Push-уведомления is better than sms
Modern marketing tools are characterized by personalization, brand affinity and interactivity. Businesses communicate with their customers through instant messengers and social networks.
This style of communication is close to the spirit of the new generation who grew up in the digital era. For them, online consultations, a voice assistant, virtual discount cards, contextual advertising, as well as push notifications are something taken for granted. Each of these tools works in conjunction with others.
If we talk about SMS and push notifications, their tasks are similar, but they are delivered differently. SMS through the teleoperator, and push notifications through the notification service. At the same time, the cost of Push-уведомления is several times cheaper than the SMS that everyone who has a smartphone and an active SIM card will receive. The audience of push notifications is much narrower, but it is targeted, and for business this is much more valuable.
Disadvantages of SMS messaging
The main disadvantage of using SMS mailing — is the high cost, especially if a personalized offer is sent. For example, the cost of one commercial offer for mailing can vary from 1.5 — 2.5 thousand rubles. per month.
When using programs with push mailing, it costs several times less.
Another disadvantage of SMS mailings — is the negative attitude of clients towards advertising and insufficient interactivity.
In order to organize SMS –, you need a customer base with phone numbers, but customers do not always agree to subscribe.
