"Push" Without Being Pushy: A Mobile First Approach To Real-time Personalization

"Push" Without Being Pushy:  A Mobile First Approach To Real-time Personalization

We live in a mobile first world and the way consumers are interacting with content has changed. The age of the annoying popup is coming to an end and brands are embracing permission-based marketing. Said another way, consumers are moving from a “Pull” expectation to “Push”.

As proof of this behavior change, search volume continues to decline while social media usage and push notifications continue to increase and capture attention. Netflix is pushing personalized content to power discovery and removing the need to search and browse.

This fundamental shift in user behavior requires brands to adapt and evolve beyond full screen overlays and forced engagements. Over the past year we’ve been fine tuning our embedded Notifier (aka Portal) to meet or exceed engagement levels that marketers are accustomed to from popup solutions.

Here’s a sample of how this looks for Identified vs Anonymous users:

Identified User

For this user “Chad” you’ll notice he has 4 new notifications that he can interact with and the system is using his Facebook picture to capture attention.

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Anonymous User

For a new user, they’ll see 8 new promotions that they haven’t interacted with and the system is using a favicon that’s pulled from the page.

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Here’s an example from eBay using notifications instead of popups to push a promotion and engagement from shoppers:

Mobile Notification Bar

Desktop Notification + Expanding Bar

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We didn’t stop at notifications when considering how to integrate personalization into the customer experience. There are times where you’ll want a dedicated portion of your design to be dynamic and easily modified for marketing teams. To accommodate more integrated and embedded experiences you can now dedicate “blocks” through the use of <div> tags that get populated with dynamic content.

E.g. <div id="5b7d78fbbbddbd3455230069"></div> will embed campaign ID 5b7d78fbbbddbd3455230069 directly into your template.

Below is an example of dynamic embedded blocks (or Portals).

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If you’re looking to upgrade your customer experience beyond 2015 without hurting your e-mail capture, engagement, and conversion rates; request a demo above and we’ll show you how thousands of other leading brands are improving the customer experience without annoying customers.