Top 5 Predictions for the Future of Push with Pushnami
Push technology is evolving as fast as today’s digital marketing with a bright future ahead. In collaboration with Pushnami, here’s some valuable insights shared by their team on what’s up and coming for push notifications.
While email can have delivery issues, with faulty contact information and spam filters impairing your ability to deliver messages, browser push notifications are the newest alternative or companion providing the most direct way to stay in touch with your website visitors.
When users visit a website on their browsers, they’re given the choice to allow the company to send them push notifications. Once users opt-in, they will start to receive notifications straight to their mobile devices, tablets, or computers.
With most people on the go, a quick notification is more welcome, not to mention more digestible than scrolling through an email or long social post. The fact that technology is making notifications more personalized and automated than ever is definitely an added bonus. With no signs of our mobile-driven society slowing down, push notifications are here to stay.
Plan ahead with these 5 predictions for the future of push notifications below.
1. Advanced APIs
A fully automated push notification process is at your fingertips. With the development of more advanced API systems, you won’t have to lift a finger to set up and maintain subscribers.
Services such as Pushnami are already using advanced APIs to automate the subscriber process. Their API gives their clients full access and control over subscriber data. Every time a subscriber makes an action, the database is automatically updated with new customer activities. Users can also update or retrieve information about their subscribers in real-time.
2. Browser Push Notifications For Authentication
With the rise of data breaches, consumers are more aware than ever of issues with internet security. There’s a reason why multi-factor authentication (MFA) is gaining popularity. Websites prompt MFAs after a user inputs their password. This extra step acts as an additional user verification, typically by requiring users to input some sort of token. Generally, it’s a one-time use password, facial recognition, thumbprint, or a physical dongle. This extra step prevents breaches and hacking from occurring.
One new method for MFA is through push notifications. Websites send a push notification to the mobile device to sync with the account for immediate verification. This method doesn’t require code memorization or physical dongles to be secure.
So why would companies invest in push for authentication? First, push is more secure than other MFA forms. The National Institute of Technology (NIST) retracted its past support for SMS based MFA. They stated that out of band authentication using SMS is deprecated and highly recommended that other systems should be carefully considered. The NIST also limited their support for biometric authentication after claiming that it was too easy to bypass the authentication by gaining access to a picture of someone, fingerprints, or high-resolution images for iris patterns. They recommended in their latest authentication guidelines that biometric authentication be used with a second authentication factor to be effective.
Push notification MFA is also easier for users to use. Users simply open their notification, and that’s it. It’s HIPAA and GDPR compliant as well as in line with industry standards such as PCI and DSS. Lastly, push notification MFA is more cost-effective for maintenance and implementation than other solutions like physical dongles.
Push notifications are here to transform the entire MFA process for the better.
3. Growth Through Machine Learning
Machine Learning has become increasingly ubiquitous, especially in the digital marketing world. From chatbots to predictive customer behavior, ML is transforming marketing for the better. Browser push notifications can use ML to learn more about subscribers, collecting and learning from subscriber activity to inform automated messages. In addition, brands can use ML to optimize and test campaigns to create higher success rates.
Pushnami has already given its users access to the power of ML with Pushnomics, a machine learning tool that continuously improves push-centric campaigns to leave brands with big results thanks to data collection that gets the details right. Effective marketing is all about relevance, and ML-informed campaigns ensure subscribers are only getting push notifications they are most likely to respond to.
With segmentation, users have the ability to create campaigns specifically tailored for each segment. Pushnomics also has the power to target individual subscribers with their ideal message.
The best part about machine learning for push notifications is that it takes out the guesswork – subscribers are receiving information via your pushes that your own research shows they will respond to.
4. Additional Advancements in Machine Learning
Studies conclude that personalized marketing experiences are in, generic messages are out. Currently, machine learning has made it easy for users to send their subscribers automated personalized push messages. If you have yet to implement personalization in your push strategy, now is the time to take the plunge.
To make implementing personalized campaigns even easier, we can look to machine learning again to take the lead in advances. In the future, we can foresee machine learning solving for manual segmentation. Instead, it will recognize user behavior, locations, devices, and other factors to create segments for you. This takes away the guessing game of deciding which factors you want to segment in your subscriber list.
Once the advanced machine learning segments your list, continue setting up each segment within their own automated and personalized campaigns. The future of push notifications is more automated and less time-consuming, allowing you more time to spend on other marketing tasks.
5. Social Messaging with Push Notifications
With no sign of Apple allowing browser push notifications anytime soon, marketers need an alternative way to reach iOS users. Social messaging apps is one solution gaining traction. There is a way to send push notifications through social messaging apps, and Pushnami has it. Known as SocialPush, this feature sends push notifications to subscribers through Facebook Messenger. Facebook Messenger is the second most downloaded app for both Android and iOS users. It makes sense to send notifications to a place everyone is already visiting.
Stay ahead of the curve and implement push notifications through social messaging apps into your push strategy.
Clearly, the future of push is strong and not going anywhere. To improve your marketing efforts and avoid falling behind your competitors, now is a good time to invest in browser push notifications for your business. Your customers will love the short, personalized messages, and you will, of course, gain from the results. With Pushnami offering a free trial to test out the software, why not see it for yourself?