How Publishers Are Leveraging Web Push Notifications To Reduce Their Dependency on Facebook
Businesses in News and Media industry have rapidly evolved over the past few years. It has continuously been exploring more sophisticated marketing solutions to drive user acquisition and engagement.
Here are some quick stats from the Industry-
With the massive decline in newspaper circulation 2015, online news distribution has picked up pace.
Newspaper Usage Declines ReportBack in 2014, digital advertising was forecasted by PWC to grow from $135 billion to $240 billion in 2019. Which is a full 23% increase. At the same time, Magna Global and PWC also forecasted that digital advertising would surpass TV in 2016.
When we talk about the growth of digital advertising, those numbers are built on the massive growth in mobile advertising. In 2015, for the first time, more advertising was spent on mobile than on desktop ads.
A recent survey showed that 60% of us check our cell phones within 15 minutes of waking up.
Each platform enjoys day parts, mobile turns out to be a preferred one throughout the entire day, especially for news.
News Consumption on mobile becomes a more preferred medium, acting as a primary traffic source over the desktop.Instant industries such as travel and retail have taken desktop minutes away from news category.
The impact of mobile on different content types has significant implication for both news and media industry. The story appears to vary by location.
Mobile as a platform tends to add incremental digital minutes and opportunity whereas minutes of desktop have been largely flat in the past 12 months.
Though content type plays a vital role in the platform choice, overwhelming majority users are now using focusing on multi-platform content consumption.
All these facts and figures stats that mobile is now be seen as an evolved platform with the mobile web as the future of user engagement. Providing a lot of opportunities for News and Media industry, mobile marketing strategy should always be thought through as those who have not been leveraging mobile web efficiently could experience a drop in free minutes per visit.
One of the major factors influencing this decrease could be low user-engagement rate. And the first step towards enhancing user engagement on their website is to deploy an excellent user engagement tool. To serve this purpose, many leading brands drilled down to web push notification device as a solution, that supports both- mobile and desktop. Web push notifications not only ensured an enhanced user engagement with a degree of personalization on their site but also increased the click-through-rates.
Web Push Notifications are interactive messages work seamlessly across Desktop (All OS) and Mobile ( Android only ). Supported by all the leading browsers including Chrome, Firefox, and Safari, the adoption of web push technology has been rapid.
Benefits for marketers of using web push notifications include:
Easy Opt -in: Subscribing for web push notifications is just a one step process.
Click through rates: With web push notifications, marketers are able to drive CTR’s in the range of 10%-25%.
User experience: Building an app is neither necessary nor affordable for every business. According to Comscore’s Mobile report, users are not downloading new apps like they used to. Result: Businesses have started shunning the app route.
Early News & Media Industry Adopters
- Divya Bhaskar
- IBN Live
- Zee News
- Indian Express
Here’s how News and Media industry can leverage web push as a user engagement platform –
Real-time event update
Who wouldn’t want to get quick, real-time updates on Match score and live event? Such instances need a tool that enables marketers to engage their users at the right time, and for this web push, notifications are being used extensively by many leading brands.
Furthermore, Notifications cards are yet another fantastic feature of web push notifications that can be leveraged by new and media industry while sending out real-time updates to their users. This ensures that your users don’t get annoyed with continuous notifications for these live updates by updating the same information with the new content.
Sending real-time messages is one of the significant advantages of web push notifications which makes it even more suitable for events like flash new and breaking news. In such cases, emails and SMS fall short as these are entirely dependent on the user to open that email or SMS.
Another use of web push notification for new industry is to target custom audiences to send genre wise news and updates. With this, they can avoid sending mass notifications, which always results in high CTR. For instance, For any sports related news, marketers can focus on a custom set of audience that has sports as their interest area.
2016 was the year when native advertising comes of age and ceases to be just another buzzword. By gaining wider adoption among small- and medium-sized news and media industry. However, most of the ads come across as spammy and annoy the users which make them opt for adblocker. Adblockers are now seen as the biggest threat that native advertising faces. To overcome this threat, many online businesses now indulge themselves in native selling. For this web push has evolved as a convenient tool as it allows marketers to run ads in that form. It is likely to be more engaging than a basic banner ad.
Where mobile leads over desktop by adding more digital minutes businesses need a multi-platform solution. A solution that helps them retain and engage all their web users and push notifications serves these purpose rightfully. Many early adopters like Zee News have experienced an astonishing CTR of 19.5% with 4841 clicks.