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Top Digital Marketing Trends for 2021

2020 has been an unusual year in many ways, to say the least. Covid-19 pandemic has affected every aspect of our lives. From how we behave socially, to how we work and how companies operate all over the world. Migrating to a digital environment has become the only viable option to stay on the map for many businesses, and this has greatly impacted on digital marketing strategies. 

The forecast for, at least the first quarter of 2021 is not all that different. More and more companies will have to move online and employees to keep working remotely. This “new normal” makes digital marketing the life saver for businesses to stay afloat, gain new customers, retain current ones and generate revenue. 

Here are the top 9 digital marketing trends for 2021:

1. Allocate some budget to cookieless awareness campaigns to reach new audiences

For a big portion of 2020 people all over the world were under mandatory lockdown. This means, not going out, no malls, no stores: no window shopping of any kind for a long time. Customers lost the possibility of looking around stores and discovering products they didn’t even know existed and less that they wanted them. 

digital marketing trends 2021

During lockdowns, shoppers probably received tons of retargeting advertisements showing them offers and deals on products they expressed interest in based on their browsing history. But what about new products? What about those specific articles they don’t get the chance to discover anymore? Additionally, what about those users who never allow cookies?

Personalised ads use cookies to track user behaviour, and based on that, it’s possible to target users. They are great for e-commerce stores that have an existing audience aware of their products. However, targeted advertisement encloses shoppers in a continuous loop of products they already know they like, and have already probably bought. 

With non-personalised ads (NPAs) you have the possibility of creating brand awareness amongst users that didn´t know your business. You can reach new audiences showing customers products they weren’t aware of before, but that could still interest them, thus increasing your potential customer base. Additionally you will have the possibility to reach users who block cookies.

Usually, non-personalised ads have lower conversion rates. But at this era of lockdowns when the digital ad inventory is larger than ever, you might want to allocate some budget on them to test.  In 2021 it will be more important to keep testing  and measuring different types of campaigns and channels. As a digital marketer it is important to keep trying new (and old) alternatives, measure their profitability and find a sweet balance between both.

2. Cutting back on social media platforms in 2021

It seems that a new social media platform is born every other minute. Nobody knows what the next big thing will be, and even when we don’t expect it there’s another channel with millions of users that brands have to be present on. 

Designing and creating fresh, valuable content for each social media platform with a constant publishing flow can be draining and an uphill battle for brands, especially small ones. Digital marketing trends for social channels in 2021 suggests brands stop trying to maintain presence in all platforms and focus their efforts on a more sustainable way. 

social media trends 2021

Businesses need a mindset change and start prioritizing their social media. Dedicating more resources to their strategy, doesn’t necessarily mean hoarding platforms. It means to work more efficiently and intelligently on the specific social media channels where their audience is in. It’s better to have a strong presence on 3 or 4 platforms than a weak one in all of them. 

3. Optimizing social media shopping in 2021

If normally people spend a lot of time of their days on social media, during 2020 that time has exponentially increased. According to Whatagraph:

In 2018, the average time spent on social media in a day by an adult was 142 minutes, which rose to approximately two and a half hours in 2019, followed by 3 hours in 2020. This is bound to increase as more than 3 billion people are expected to access social media sites by 2021.

That means businesses have more chances to make a sale if their product is available on social media platforms. That’s where the users are, and shoppable posts make the process so much easier for them. Facilitating discovery, personalization, payment and delivery is so important for users. Brands need their product to be where the users are. Just having a Shopify, Woocommerce or Prestashop online store is not enough anymore. 

digital marketing trends 2021 social media shopping

Social media platforms are helping marketers make their products more accessible to people. They are including features that make it easy for brands to upload and showcase their goods, and for customers to purchase items without even leaving the app. This is a trend that will keep on growing during 2021 and it’s a wave retailers should ride. 

Creating a store with social media is free and easy. Brands can choose what products they want to showcase, personalise their listings with photos, different colors and fonts. Facebook Shops even includes the Catalog feature where you can group products in different categories making it easier for customers to browse the store. 

New features even make it possible to showcase products during live streamings for viewers to purchase directly on Instagram, and for businesses to connect and keep track of their loyalty programs on the app. 

4. Interactive content in 2021

With users spending more time browsing the internet every day, it’s important to offer them a valuable experience. You want to connect with customers, and the way to do it is with interactive content. It doesn’t just encourage engagement, it offers entertainment. 

interactive content digital marketing trends 2021

Content marketing has been a trend in the digital world for a while. However, for 2021 digital trends, is considered more of a best practice. Providing interactive content is a tendency that moves along personalization. 

Some of most popular interactive content ideas are:

  • Quizzes
  • Polls
  • Surveys
  • Contests
  • Giveaways
  • Interactive videos
  • Calculator widgets
  • Games

Including one, or a mix of these strategies can do wonders for your business. On top of enriching users’ experience with your brand, you’ll increase the time they spend on your site engaging with your content. 

5. Sharp local SEO in 2021

Small business owners must know that it’s extremely important to keep their digital presence strong on SERP (Search Engine Result Pages). If you own a store, you are probably aware that most of your customers are drawn mainly on a local level. The most important thing you can do is to ensure that your store appears on “near me” Google searches. 

digital marketing trends 20210 local SEO

Google constantly updates their local SEO algorithm and you should update your local business information as well. Tools such as Google My Business offer extremely valuable information for customers, but it’s up to you as a local business owner to keep it up to date for them. 

Claim your business property and get verified by Google. Then you can provide information about your business such as: opening hours (that are constantly changing due do Covid restrictions), geographic location and services.

6. The boom of voice Search in 2021

Voice search commands have been around since 2011 with the appearance of Siri. More recently, with the introduction of devices like Google Home and Alexa into our living spaces, users are becoming more accustomed with requesting information using voice search. According to Google’s CEO Sundar Pichai, 20% of search queries are done by voice.

voice serach digital marketing trends 2021

As this tendency grows, businesses need to start considering optimizing their content and including voice search into their digital marketing strategies. The first step is to create content that adopts a more “conversational” and natural style that matches how consumers ask questions. Creating queries into questions and having a mobile friendly site are key as well.  

Voice search optimized content gives businesses the opportunity to reach new audiences, given that the results are often different than if the users typed in a regular text search. 

7. Optimizing Digital Marketing with Artificial intelligence 

Digital marketing strategies can be greatly optimized and improved with the correct use of Artificial Intelligence. AI offers marketers the power to collect valuable insights on user behaviour, campaign performance and analysis they can use to optimize their digital marketing campaigns and overall communication with customers. 

Once all the data is collected by AI, it can react to it. This makes it possible to provide a better customer experience with personalised content. E-commerce sites can benefit from artificial intelligence by showing users products that are relevant for them based on their previous behaviour, such as searches, purchases and views. 
For example Frizbit, provides automated web push notifications, which is quite an interesting and useful form of AI. By collecting and processing data from user’s behaviour while they’re browsing a site, web push notifications are triggered and delivered with hyper-personalised content based on the user’s actions. 

ai digital marketing trends 2021

Once a user accepts to receive them, they’ll get messages specially designed for them based on what they did in the site. If they browsed a category, product or added an article to their shopping cart, a message will be delivered with specific information regarding what they liked. If you’d like to see how automated communication works, click here!

Thanks to AI, marketers can make product recommendations to users, hyper-personalisation of messages, optimization of display and search ads, email marketing and even content marketing by discovering what works better and what type of content is more effective. 

8. Video marketing & Webinars in 2021

Audiovisual content is a powerful tool that easily grabs attention and engages viewers. It offers the possibility to share lots of content in a short amount of time using a very dynamic format. 

digital marketing trends 2021

These inherent qualities of videos make them more relatable for everyone. Most of us prefer to watch a short video than to read long articles or posts. Social media is a great channel to share video content since all platforms have included features to create and share short videos like stories and reels. 

instagram reel digital marketing trends 2021

Covid pandemic has also contributed to the raise of video marketing as a key element on any digital strategy. Webinars, for example, have become necessary to substitute face-to-face events in all industries. 2021 trends aim that this isn’t going to be a temporary thing and marketers should include video content as a regular on their digital marketing mix. 

9. Automated Smart Bidding Strategies in Google Ads

Automatization is the future in many digital marketing strategies. When running a Google Ads campaign, marketers spend lots of time and resources manually optimizing their keywords and bids. On top of being very time consuming, there could be lots of speculation that could be detrimental to your campaign. 

Automated bidding on Google Ads takes away all that guesswork and helps businesses achieve their goals more efficiently. Google takes care of analysing all the data and adjusts the bids accordingly to improve your campaigns performance. 

Even though automated bidding isn’t all that new, Google has improved a lot in the past year, making it essential for digital marketing strategies in 2021. Marketers can rest assured and dedicate their valuable time on optimizing other aspects of their marketing mix. 

In a few words…

The truth is that, even with our best efforts, we can’t really anticipate what the future of digital marketing in 2021 will look like (marketers thought they could earlier this year, and look at what happened). The year 2020 has been a disruptive one in many ways, and that has brought us down to earth and hit us with the reality that we don’t know what’s going to happen. 

Digital marketing trends for 2021 move towards automation and personalization. The tendencies are aiming at offering users super personalised content and to alleviate the pressure on marketers to do so thanks to automation tools powered by artificial intelligence. 

Brands should focus their efforts on creating customer-centered marketing and content strategies that connect with users. This has been a trend in digital communication for a while now and is the trend that won’t die, especially during uncertain times. 

What are your thoughts on digital marketing trends for 2021?

While you think about it, check out:

Tips for a Successful Holiday Email Marketing Campaign

Email marketing campaigns are going to play a crucial and special role in Holiday marketing strategies for 2020. Covid pandemic and the closure of many physical stores, has forced brands to step up their digital and e-commerce game with our first stay-at-home holidays. 

Customers are going to turn to online stores more than ever before to do their Christmas gifts and Holiday shopping. That’s why it’s crucial for e-commerce retailers to implement amazing holiday digital marketing campaigns this year, and emails are one of the preferred channels in the mix. 

Here are 5 Tips for an Engaging Holiday Email Marketing Campaign

holiday-email-marketing-campaign

1. Start early!

Plan your holiday email campaign with enough time ahead. Sending your first email with discounts, promotions or special offers mid-December is way too late. There are hundreds of other e-commerce sites that are probably sending theirs since the first week of November and have already tilted the decision making scale of users to their side. 

If you start communicating with your customers early November you’ll have the advantage of catching their attention first. You’ll reach more shoppers and you can build-up your campaign with the extra time you’ll have.

email-advent-calendar  

Early communication will open the door to designing a sequence of emails that increases users’ interest. For example, you can create a 12 days of offers specials and peek their attention with a flow of emails or even an advent calendar!

2. It’s all about segmentation

Yes, we know we have talked a lot about segmenting your audience and how important it is for any digital marketing action. But we have to emphasize that when it comes to holiday email marketing campaigns.

Sending bulk email marketing campaigns to all your databases won’t offer any good result. Optimize your subscribers list and segment as much as you can when you ask them to opt-in. You can do so by grouping users according to their interest in different holiday categories or products and sending them offers relevant to their interests.

email-marketing-segmentation

Having a segmented email subscriber list allows you to target and communicate with your customers much more efficiently. They will appreciate the fact that you send them information they have expressed an interest for and it will increase your CTR and conversion rate, also you will decrease the opt-out rates.

3. Use holiday-theme designs

It’s a special and unique time of the year and your email marketing campaign should show that. Evoke a festive spirit with the designs you use for your opt-in form and your email! Cheer up your customers with the design of your campaign, have it look and feel happy.

holiday-email-marketing-campaign

4. Offer valuable content

Holidays are a hectic time of the year for everyone. Gift shopping can be an overwhelming task for a lot of people. Make it easier for your subscribers by sending them valuable content. Prepare a Holiday Gift Guide for them that includes items they have expressed interest for. 

You can even set up “gift packs” with several products that compliment each other. Let’s say a customer showed interest in a moisturizing cream. You can prepare a gift pack that includes said cream and a couple of other products, like a lotion and night cream and offer it to your email subscriber as a ready-to-buy present. 

Design a beautiful email that showcases the products in a holiday-themed collage and surprise your users with a festive, personalized holiday email marketing campaign. 

5. Create a referral program

What better time of the year to share than the holidays? Referral programs are an amazing strategy to grow your customer and subscriber base. You can implement a system where existing customers receive a gift for bringing a friend.

email-marketing-segmentation

Create an specific email marketing campaign that targets current subscribers to offer them a special holiday benefit if they refer a friend to sign up to your emailing list. You can even offer both parts a special gift if you want to!

New and existing users will be happy to do so and it will be a win-win situation.

Final Email Marketing Tips

Remember your customers even after the holiday sales are over. Send post-holiday email campaigns to your subscribers offering them deals to exchange gift-cards, or seize some special discounts on products they didn’t get a chance to purchase and end the season on a good note. 

Don’t concentrate your efforts only on Christmas Holidays. Remember there are many festivities year round that you can use for your holiday email marketing campaigns. We advise you to create a calendar with the most important dates that your audience finds appealing and designing a strategy for each one of them. 

Happy holiday email marketing planning!

You might find these reads interesting:

Digital Marketing Insights from November 2020

Black Friday makes November a very hectic month when it comes to digital marketing. Now that is over, let’s take a step back and gather the most important marketing insights and updates. We’ve put together a short, but useful information list just for you.

Here are the top Digital Marketing Insights for November 2020

Search Marketing Updates November 2020

New Crawl Stats Reports on Google Search Console

The Google Organic world is an ever changing one. Most recently, Google launched an update (relax, this time not on its search algorithm☺)  for their Search Console tool that affects the Crawl Stats Report. 

The Crawl Stats report shows information regarding how many requests were made to your site, when and what was the server’s response. As you may know, crawling is done by Googlebots that visit the web to add updated and new pages to the Google Index. 

The new update on the Crawl Stats report offers new features with deeper insights into how Google is crawling your site:

  • Total number of requests grouped by response code, crawled file type, crawl purpose, and Googlebot type.
  • Detailed information on host status
  • URL examples to show where in your site requests occurred
  • Comprehensive summary for properties with multiple hosts and support for domain properties

Google makes emphasis on the new Over-time charts that offers website owners a complete view of total requests, total download size and average response time. 

Digital Marketing Insights for November 2020

They also feature the Grouped Crawl Data: 

“The new version of the report also provides data on crawl requests broken down by response, file type of the fetched URL, purpose of the crawl request, and Googlebot agent.”

Digital Marketing Insights for November 2020

The update on the Crawl Stats reports also offers Detailed Information on Host Status Issues which allows you to check the sites’ availability to Google during the last 90 days. 

All these new features offer a more comprehensive understanding of how the crawling occurs in your site, providing useful information on performance and possible issues that might be affecting your web. 

So if you’d like to see yourself, you can directly check your crawl stats on this link

Google Web Stories

We are all familiar with the “stories” format by now: images or videos with text and/or music that last 24 hours and offer short-dynamic content. A while ago Google announced that they’ll be launching Google Web stories.

google-web-stories

But, have you stopped to think about how you can include them in your digital marketing strategy?

Google Web Stories are available in Google Search, Google News and Google Discover and they can work as an additional channel to drive traffic to your website. Of course, as all digital marketing content, you must use them wisely and deliver great content. 

Here are some tips on how to create great web stories:

  • Prioritize video content over images and complement with text information
  • Use short direct messages, don’t clutter the story with a bunch of text
  • Add a call to action
  • Appeal to interaction: add polls and questions
  • Give a personal touch using your brand’s identity and a first-person storytelling format

Are you already excited to start sharing them? You can use some third party tools, install official wordpress plugins by Google or develop for your custom needs. Check more on how you can create them on Google Web Stories

Page Experience and Google Search Ranking

Page Experience signals measure the way users interact and perceive a web page. Last May, Google announced how these signals would be included in the ranking of sites in Google Search.  

In their continuous effort of making the Internet an enjoyable experience, the page experience signals in ranking will come to effect next May 2021. This means it’s time to get ready for the changes and start improving our sites. 

Here’s a list of what you should keep in mind and focus on:

  • Loading times, interactivity and visual stability
  • Mobile friendly sites
  • Safe browsing
  • Page served over HTTPS
  • Easy user accessible content

Google has a lot of information on how to improve your site and make it a loveable experience for users. 

Marketing Tech Updates November 2020

No more third-party cookies

Google’s announcement on eliminating third party cookies might have created some concern in the marketing world. How are we going to engage with our audience now? 

The question arises in a digital environment where advertisers are used to following users around and re-targeting them with personalized ads. However, there are solutions on sight that will help publishers keep in touch with their consumers in a world without third party cookies.

Frizbit

Frizbit is a complete multi-channel marketing orchestration platform that offers you the power to communicate with your customers to do retargeting campaigns without third-party cookies whatsoever. You can keep in touch with users during long periods of time and retain their interest.  Even though it has email and SMS channels, that’s not the most interesting part as they require personal data.

What is the most interesting in their platform is the power of using web push notifications. This platform works without the need of using third party cookies, making the alternative retargeting solution without ads for a post-cookies future. It’s main feature, web push notifications, allow you to send hyper-personalised messages based on user behaviour to non-registered users that visited your site, even when they’re not on it.

digital marketing insights november 2020  

Besides the retargeting campaigns, you can also use push notifications to schedule segmented messages to reach your customer at any time you wish, making it possible to send information about products, sales, discounts, news and basically anything you want to communicate to your audience in a third-party cookie independent environment. 
You can get a free trial clicking here!

Trust Tokens

As an answer to the elimination of third-party cookies, Google has shown an initiative to replace them with, what they call, Trust Tokens. It’s an API that would give you non-personalized, cryptographically signed tokens to authenticate users. 

These trust tokens will allow advertisers to get some information about users without needing to know their identity and not to track them individually. The main purpose is to separate bots from users. 

The Trust Token API is available for testing by developers. You can get more information on this subject here.

Permisio

Permisio is a tool designed to customise privacy preferences. Basically, what this tool does is to offer users the power to super-personalize their navigation settings  and create a browsing experience that adapts to their preferences. 

The user just needs to create an account for free and complete a basic set up process with their privacy choices. Then, when they visit a site they’ll get a personalized navigation experience with fewer pop-ups. This tool allows users to have better navigation at the same time that offers advertisers a seamless way to receive meaningful data and continue to engage with users.  

In fewer words, it’s an agreement between users and advertisers that benefits both parts and helps them live in a world without third party cookies. The only disadvantage of this tool is the fact that both parties need to subscribe to the service in order to work.

Social Media Marketing Updates November 2020

Instagram changes in ads

Instagram made an update that affects the way brands advertise content. This new feature allows advertisers to create sponsored posts from users’ accounts. 

What this means is that you’ll see your favorite influencer’s regular Instagram post, but with a small caption that reads “paid partnership with (brand name)”. This small tag will identify when their posts are sponsored by a brand.

instagram-branded-content

This update makes the process of creating branded content much simpler for companies. Before, a lot of coordination between both parts was required: the post had to be published first by the influencer as a regular, organic post and then could the brand promote it. Instagram says:

“Now brands have more flexibility with fewer constraints when they want to run Branded Content ads”.

The process is very simple now. The brand sends the content creator a request for ad creation access, the creator accepts the partnership and immediately the brand can submit them the ad for their review. As soon as the influencer approves the ad, it will start running from their account without appearing on their feed. 

YouTube is showing ads on non-monetized channels

YouTube decided to implement a change on their advertisement strategies. From a recent update YouTube is now showing ads on non-monetized channels and creators are not receiving any type of revenue form them.  

Needless to say that youtubers are not thrilled by this new feature. Showing ads on channels that don’t qualify or haven’t opted for monetization is not the issue here. It’s the fact that this decision was made without their consent and creators are not even benefiting from it. 

social media updates november 2020

Normally, any youtuber had to apply and join the YouTube Partner Program for ads to start running on their channel and receive a share of the revenue. With the new advertisement trait even channels that don’t qualify or have opted for monetization will show ads. 

“You grant to YouTube the right to monetize your Content on the Service (and such monetization may include displaying ads on or within Content or charging users a fee for access). This Agreement does not entitle you to any payments.”

The change appears on YouTube’s Terms of Service. 

This is a sum up of the Digital Marketing Insights for November 2020. Make sure you check out our blog regularly. 

Insights from previous months:

Why Push Notifications are the best Black Friday Sale Tactic

Black Friday sale ideas are what every business owner and marketing team is thinking about during the last weeks of November (even in previous months). How to plan a successful Black Friday marketing strategy, that’s both attractive and profitable for businesses, could be a challenge.

black friday sale push notifications

The significance of what could easily be the most important shopping holiday of the entire year, can’t go unnoticed. It’s imperative for e-commerce owners to step up their game and maximize revenue. Efficient communication of the Black Friday sale is key to do so, and that’s where web push notifications come in.

5 Reasons why you should use Web Push Notifications for your Black Friday Sale

1. Direct communication (Higher CTR compared to email)

Web push notifications are a direct form to communicate with users. As soon as the Black Friday sale is live on the e-commerce, shoppers will receive the notification instantly on their screen. This creates a big advantage in terms of CTR compared to any other channel, because it just requires one click to generate a session. However, in terms of email they need to first open, and then click, which requires at least two clicks.

No matter if the user is registered or not, if they allow push notifications, the message will be delivered, bringing the customer back even if they’re not navigating through the site at the moment. This tactic guarantees the most effective communication of the sale.

Opt-in Push Notification Example

2. Cut through the noise

The most common channel to get in touch with customers is email. However, during important shopping periods such as Black Friday and Cyber Monday, client’s inboxes are going to be overflowing with emails from hundreds of stores, both e-commerce and physical. Web push notifications offer e-businesses an efficient way to cut through the noise and increase the odds of clients actually receiving their message.

Remember: what’s not shown is not sold. You can have the best product/sale in the market but if your customers don’t know about it, it’s like it doesn’t even exist.

3. Short, appealing and personalized messages

Having a great product and an amazing deal for your Black Friday Sale is not enough (sorry that you have to hear it from us). How you communicate the message to customers is a big part of the issue. Remember that you’re fighting with thousands of brands, asking shoppers to choose your site to spend their money. 

Bottom line: keep the message clear, concise and creative.

black friday pus notification example

4. The quickest way to generate sales

“The early bird catches the worm¨. On average, a web push notification is clicked after a few minutes upon receiving, but an email is opened even after hours. This is a big advantage in terms of offers which have a deadline just like Black Friday. You can generate the sessions from interested shoppers just in seconds.

Besides that, thanks to the “Time to Live” feature of web push notifications you can configure the notifications not to be received after a specific offer deadline, in order not to disturb the shoppers with an offer which is already expired.

5. Create expectation and increase your opt-in rate

If you plan your Black Friday Sale strategy with time in advance, you can start communicating with your audience a lot earlier. Create a hype around the big shopping holiday. Let visitors know in advance that you have something amazing prepared for them in the upcoming days and that you want them to be first to hear about it through web push notification messages.

black friday sale hype

During this time, you can even implement some A/B testing. Evaluate how and which messages perform and engage better with your audience. You’ll gain an amazing understanding and leverage you can use in your business’ favor when planning your final Black Friday Sale messages. 

Remember to  take into consideration the time frames when planning your Black Friday push notifications messages. Users should not receive BF themed shopping reminders after the sale has ended!

We hope these tips will help your Black Friday Sale planning!

For more info on how to create an effective strategy check out:

How to Orchestrate your Marketing Strategy on Multi-Channel

 

Web Push Notifications – The Complete Guide

SUMMARY

  1. What are web push notifications?
    • Definition (what are they, what are they used for, where are they shown and in which formats)
    • What’s the difference between web push and mobile push notifications?
    • What’s the difference between pop-ups and web push notifications?
    • What elements compose a web push notification?
    • What operating systems do they work on?
    • What browsers support web push notifications?
    • What devices support web push notifications?
  2. How do web push notifications work?
    • Opt-in process
    • Manual web push notifications
    • Automated web push notifications by Frizbit
  3. Why should I use web push notifications on my website?
    • Retention of anonymous users
    • Reach users outside of the website
    • Desktops and mobile reach without having and app 
    • Quick traffic generator
    • Time efficient
  4. Are web push notifications effective?
    • High opt-in rate
    • High CTR
    • Profitable channel
    • How much can you increase revenue?
  5. How do I send web push notifications from my website?
    • How to install web push notifications
  6. What metrics should I track to optimize my web push notification campaign?
    • How to measure web push notifications performance
    • Metrics to keep track of
  7. Are web push notifications GDPR compliant?
  8. What makes a good web push notification?
    • It’s relevant
    • It’s personal
    • It’s specific
  9. How to choose a web push notification service provider?

1. What are Web Push Notifications?

Web push notifications are clickable messages sent by a website and appear on the screen of a user’s device, even if the website is closed and the user hasn’t filled any type of registration form. It is the latest and a very powerful digital channel for websites to re-engage and communicate with subscribers who opt-in to receive them, providing useful/interesting information.

  • What are web push notifications used for?

They’re used as a direct communication channel to keep users informed about news, promotions, abandoned products on their shopping carts or general information and updates. Web push notifications can be installed on any website: e-commerce, newspapers, blogs or magazines and their purpose is to entice users to return to the site and complete an specific action.

  • Where do web push notifications appear?

The format and position of web push notifications changes depending on the operative system, browser and device they appear on. They slide on the top right corner on Mac devices, on the bottom right corner on Windows devices , and on mobile they appear in the same way to a regular push notification from an app.

Windows Chrome Web Push Notification

Windows Desktop Web Push Notification

android-chrome-web-push-notification

Android Mobile Web Push Notification

  • What’s the difference between web and mobile push notifications?

Mobile push notifications are messages sent by an app that is installed on a mobile device or tablet. In order to receive them, users need to give permission and they’re shown on the screen of the device, no matter if the user is actively on that app or not.

Web push notifications are simply the website version of the app push notifications. They are messages sent by a website and delivered through browsers even when the users are not on that website, to both mobile and desktop devices.

The first time a user accesses a notifications-enabled website, users will be asked if they would like to to allow or block them by a browser permission prompt, just like apps would ask their users to allow notifications.

  • What’s the difference between pop-ups and web push notifications?

A pop-up is a message that suddenly shows-up on a website over the content while the user is currently navigating on it. The majority of them show-up as soon as a user lands on the page. In some cases they can be activated based on users’ actions, such as a click, scrolling down, spending a specific time period or closing a window (exit intent pop-ups).

pop up vs web push notification

Web Push Notification

Pop up vs. web push notification

Pop-up

Pop-ups can appear both on desktop and mobile, and are typically used for advertisement with the purpose of directing the user’s attention to a specific message in the site they’re visiting. User experience is usually diminished by these types of messages as they’re considered intrusive and annoying.

Web push notifications differ from pop-ups mainly because they’re shown on the screen of the user not necessarily within the browser window even if the user is not on the website, while pop-ups can only be shown within the browser window when the user is actively browsing on that website. 

  • What elements compose a web push notification?

Web push notifications are composed of various elements that conform their anatomy. They include: icon, headline, description, call to action button, a large image and the page url from where it’s being sent. All the elements are modifiable for each notification, you can change the icon, image, text, CTA for each one if you wish to. 

  • Icon: The icon is usually the logo of the brand. Its position inside the notification varies between different OS and browsers, but is always visible. The icon has to be a square image preferably at least 256 x 256 px.
    • Tips and insights: if you use your logo, you can adapt the design to match the season or a holiday!
  • Headline: The headline is the first text line of the notification. It usually appears in bold letters as an attempt to catch the user’s attention in most of the browsers & OS’s. The length of the visible area varies between 43 to 69 characters depending on different OS and browsers 
    • Tips and insights: use the most appealing words at the first 43 characters of your content to make sure it’s visible regardless of the OS and browser.
  • Description: The description is the textual content that follows the headline and it’s used to offer a more detailed explanation. The length of the visible area varies between 50 to 136 characters depending on the OS and browser. 
    • Tips and insights: use the most appealing words at the first 50 characters of your content to make sure it’s visible in all OS and browsers. Personalise the content using the dynamic parameters in this section as it has more area which can accommodate longer values of parameters
  • Large Image (Optional): An image that complements the message, it should be descriptive and appealing. It’s only visible on Google Chrome, Windows and Android OS.
    • Tips and insights: push notifications with images have a 20% higher CTR, according to A/B testing conducted by several Frizbit clients. The ideal ratio of the image to make it visible on all OS and devices is 2×1 horizontal, minimum size being 512 x 256 px and recommended size being 1024 x 512 px. You can read more about the ideal size and resolution for rich web push notifications here.
  • Page URL: Is the domain of the website that’s sending the notification, the one the user subscribed to. The subscriber can be directed to any destination URL, it doesn’t necessarily have to be the same domain. 
    • Tips and insights: send subscribers to a page as close to the lower end of the shopping funnel as possible. This will increase the possibility of conversion. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign
  • Action button (Optional): Action buttons (you can have up to two) are optional buttons which can be used as call to action to tell users what you want them to do, what action is expected from them. Its visibility also varies depending on OS and device. It is possible to define a distinct URL to action buttons, other than the main URL of the notification.
    • Tips and insights: be precise on the CTA (Call to Action), tell the subscribers exactly what you want them to do: finish your purchase, book now. Don’t forget to add UTM tags to track the traffic coming from each different push notification campaign.

Elements of a web push notification

Even though all web push notifications include the same elements, how they’re shown will depend on the browser, operating system and device. Some will include the image, some won’t and the visibility of the text and action buttons will vary as well. 

All the elements can be highly customised with personalised text, images and even emojis. If you make use of the dynamic parameters, you can include even more specific information such as category name, product name, product image, product price and user name to make the message as relevant as possible for each user, making them feel that you’re talking directly to them.

  • What operating systems support web push notifications?

Web push notifications are supported by all major operating systems, except iOS. Windows, Android, MacOS work properly with web push while iOS doesn’t support them by default. 

Chrome Android Web Push Notification

Chrome Android Web Push Notification

Chrome Mac Web Push Notification

Chrome MacOS Web Push Notification

Chrome Windows Desktop Web Push Notification

Chrome Windows Web Push Notification

Firexfox Android Web Push Notification

Firefox Android Web Push Notification

Firefox MacOS Web Push Notification

Firefox MacOS Web Push Notification

Firefox Windows Web Push Notification

Firefox Windows Web Push Notification

Safari MacOS Web Push Notification

Safari MacOS Web Push Notification

  • What browsers support web push notifications?

All major browsers, Google Chrome, Safari, Firefox, Opera and Microsoft Edge support web push notifications, except Internet Explorer. 

Which Browsers Support Web Push Notifications

  • What devices support web push notifications?

Web push notifications are shown on desktop, mobile and tablets even if the user has left the website. Their appearance and where they’re shown will vary depending on the operating system of the device. 

2. How do web push notifications work?

  • From the publisher’s perspective

Web push notifications work for any kind of website. Any brand or business that owns a website can configure and send web push notifications very easily. No mobile app is required to do so, and the implementation is fairly simple by adding a small piece of code from a web push notification service platform to their site. We explain the process with more detail ahead in this article. 

  • From the user’s perspective

Web push notifications is a permission based marketing channel, which means that it can be only sent to a user if they allow a website to do so. In order to start receiving web push notifications all a user needs to do is basically to opt-in (give permission to that particular website to send push notifications) and become a subscriber. This can be done by two ways:

  • Native opt-in: is the browsers’ default prompt to ask users their permission to subscribe to the web push notifications channel. It includes a non-customizable text and uses the language settings chosen by the user. It triggers when a user visits a site for the first time and they have to click “allow” or “block”.

Web Push Notification Browser Prompt Opt-in

 

  • Custom opt-in: is a form of opt-in which shows first a pop-up that can be customized with the website’s branding that also appears the first time a user visits the site. It offers the possibility to personalise the message and include the logo of the brand. It can be shown on the top middle of the screen and after clicking “allow” on, it triggers the browsers’ opt-in prompt, in which the user must give permission again to become a subscriber. The downside of using a custom opt-in, is that it requires two clicks from users in order to actually allow the notifications and this results in a 3x decreased opt-in rate.

Web Push Notification Custom Opt-in

  • Opt-out: How to disable web push notifications?

When it comes to this channel, the users have complete control over them. In order to unsubscribe from web push notifications, subscribers just need to access their browser settings panel, look for the notifications option, find the website they would like to opt-out and select “block”. The process may vary a little depending on the browser you use, for details you can check these articles:

  • Types of web push notifications

There are two types of web push notifications: manual and automated. Depending on the service provider you choose, you’ll have more options regarding the type of messages you can send. The difference between them is their triggering mechanism:

  • Manual (bulk) push notifications: manual web push notifications are used to send manually a massive communication to all or a segment of users informing about special discounts, promotions, time sensitive sales or new products. They could be understood as the push notification equivalent to email newsletters. You can send messages regarding:
    • News
    • New blog post
    • Event information
    • Flash sale
    • New products

Manual Web Push Notification

  • Automated (triggered) push notifications: automated notifications are highly personalised messages sent to users based specifically on their individual behaviour on the site. They’re designed and scheduled to be sent automatically in predetermined time frames after a user completes an action. You can define as many scenarios as you wish to trigger an automated web push notification, depending what type of site you have:
    • E-commerce: you can define events that send a message to users for every step of the funnel. Ex. Cart Abandonment, Product Retargeting, Category Retargeting.

Cart abandonment web push notification

    • Travel: you can define events to trigger notifications to recover lost reservations of the users that didn’t complete the booking or to improve the UX of the trip. Ex. Last Seats for a specific destination, last available room, check-in, boarding, luggage reminders.

Travel web push notification

    • B2B/SaaS: you can generate more leads by sending a sequence of web push notifications to nurture leads that visited a page but dind’t complete a sign up.

b2b-web-push-notification

Saas web push notification example

    • Real Estate: you can generate more leads and interactions by  communicating with users about a listing they have viewed but didn’t engage with it or recommending similar properties or announce them about new listings.

Real Estate Web Push Notification

  • Why should I use web push notifications on my website?

Web push notifications present a direct and real-time communication channel with users. Subscribers receive the message when they’re online, which highly increases the chances of interaction within minutes of the notification being sent. There’s no other digital marketing channel that has this inherent power that web push notifications have. 

  • Engage anonymous users 

The main reason web push notifications are becoming so popular amongst marketers, is because it is a unique channel to retain users that didn’t leave any personal information on the website. To become a subscriber, a user has to simply click “allow” on the opt-in prompt without filling any form, sharing their email address or any other type of personal data. This presents a major opportunity for businesses to create a flow of communication with users that might never decide to drop their email. 

  • Reach both desktop and mobile without having an app

One the most attractive features of web push notifications is that they don’t require an app to function. In order to send a push notification, you just need to have a website and you can reach your subscribers on both desktop and mobile devices. This means that you don’t have to wait for users to check their emails to get the message through. Being able to reach people at any time, on any device is a unique advantage of web push notifications.

Mobile and Desktop Web Push Notification

  • Reach users out of the website

What makes web push notifications so special is that they can reach audiences even when they’re not actively browsing your website. If a user subscribes, leaves and starts navigating any other site, they’ll still receive notifications from you. There’s currently no other direct digital marketing channel you can do this with, which adds to the list of reasons why you should use web push notifications on your website. 

  • Generate traffic in seconds

Web push notifications is a real-time communication channel. This means users get the message the moment they’re online which inmensely increases the chances of interaction. On average, most notifications are clicked within the first hour after receiving it. For example, with manual web push notifications, you can direct lots of traffic in a very short period of time. In less than a minute after sending it, you’ll see sessions being generated on your web and users engaging with the site in real-time in your web analytics solution.

  • Time efficient

Digital and online businesses are used to working with multiple marketing tools to get their message across. Most of the time it would seem overwhelming to add one more channel to the mix. However, web push notifications is different. The campaign setup is extremely simple and you don’t have to spend a lot of time creating each message and manually sending it. Using automation you can create templates that will be sent automatically when triggered by an event you define on your site. You’ll only need to invest some time once to configure your campaigns and that’s it!

  • Are web push notifications effective?

The most simple and straightforward answer is YES! But let’s dig a little deeper. If used wisely it can become the most effective retargeting channel for online businesses. 

  • High opt-in rate

Web push notifications have proven to be much more effective than other traditional channels. They have an average 3x higher opt-in rate than emails, which can easily be related to how seamless the process is. With just one click, visitors can become subscribers without handing over their email address or other personal information. Reducing the steps one person has to follow and complete to opt-in to any type of digital communication, will decrease the hesitation and make them more open minded to subscribe. 

  • High CTR

Stats have shown that web push notifications have a 4x times higher click through rate than emails. That’s a 8,5% over in comparison to the 2.4% CTR of emails. The hyper-personalisation capabilities of web push notifications, allow to significantly increase the CTRs. When people feel like you’re really talking specifically to them, it will translate into more clicks and that is one of the biggest benefits of using web push notifications. 

  • Profitable channel

Web push notifications present a very valuable alternative for marketers that allocate a big part of their marketing budget to retargeting ads. Most web push notification services are based on monthly fees that vary on the amount of subscribers or visits to the website. There are no extra fees for the amount of messages sent, implementation nor PPC rates involved. You can send unlimited notifications. 

This makes the cost of retaining a customer very profitable. Consider that returning users that have already converted are the biggest asset to your business. Web push notifications allow you to bring them back without having to spend a large marketing budget chasing them around with expensive retargeting ads. 

  • How much can you increase your revenue with web push notifications?

Web push notifications offer varied results depending on the industry, type of business and amount of traffic of the site. You can access our calculator and introduce a few data to estimate how much you can increase your revenue using web push notifications in just a few clicks: https://get.frizbit.com/revenue-calculator/

  • How do I send web push notifications from my website?

1. Upload Service Worker

The process of implementing web push notifications is very simple and can be done in any website. The first thing you have to do is to upload the Service Worker file of your provider to the root folder of your website’s domain. A Service Worker is a file that allows a browser to run functions that don’t need a web page such as sending push notifications to a user when they are not on your site. 

2. Add JavaScript snippet

The next step is to add the JavaScript snippet of your provider that will help you create a user profile for every person that visits your site, allowing you to to track their behaviour. There are two options to do this:

A) Via Google Tag Manager: most web pages nowadays already use GTM and you can easily add this snippet as a tag on GTM. Besides, a web push notification service provider such as Frizbit can offer all the implementation on GTM in a few moments.

B) Adding directly to the web: if you don’t work with Google Tag Manager, you have the alternative to directly add the JavaScript snippet by copying and pasting it inside the <head></head> section of your website.

Working with a web push provider makes the process very simple, since they can take care of all the configuration, onboarding and then they hand everything over to you. After the setup is complete, you’ll instantly start collecting subscribers when they visit your site and opt-in. All that’s left is to design the notifications. Some providers, like Frizbit, will offer you templates, advice and support for the optimization of your campaigns.

  • How to create a web push notification?

Web push notification service providers usually have a dashboard where you can create the content of push notifications. Frizbit’s dashboard allows you to design your messages personalising with the use of all kinds of dynamic parameters and also see the changes in your design in real time for each browser and operating system. This way you have complete control and awareness of how the notification will be shown to users. 

Frizbit Web Push Notification Dashboard

  • Access the dashboard, select “New” and enter a name for your campaign
  • Fill in the information of the title, and description and include the icon
  • Select the options for Google Chrome and add a large image, write the message for the call to action. You can add a second one if you wish to.
  • Follow the same steps for Safari
  • In the “Advanced Options” tab, you can set a timer and add a tag for your campaign.
  • Proceed to select when and how you want the notification to be delivered: right now, scheduled, recurring or event triggered. 
  • Next, continue with the audience segmentation. Here you can select as many filters as you wish, such as language, country, type of event, browser, device and much more. 

Once you’re done, you can save your design as a draft or publish immediately. The web push notification you created, will be saved on your dashboard and you can edit it later or copy it for new creations. 

Remember you can perform different versions and conduct A/B testing. You can assign percentages of users to each campaign variation and see for yourself which one performs better. Use the results to optimize your notifications as much as possible and get the best results. 

A/B Testing Frizbit web push notifications

  • What metrics should I track to optimize my web push notification campaigns?

Web push notifications significantly increase user engagement and improve retention rates. There are several metrics you should keep an eye on in order to constantly improve your campaigns. 

  • Opt-in rate: is the percentage of the unique users on your site clicking “allow” and becoming subscribers. Keeping track of this information will give you hints on where to ask users if they want to receive notifications from your site and adjust accordingly. You can place the opt-in prompt in any page you want, and trigger it by an action of the user. It’s not necessary to ask permission within the second a visitor enters the site. 
  • Click-through rate: is the percentage of subscribers that click the notification over the total number of subscribers you sent it to. It’s so important to keep close track of this number, because it lets you know what type of notifications your subscribers are responding to. You can test different messages changing the title, image, description and CTA and analyse which ones are resulting in more clicks. 
  • Time spent on a page: when sending a notification, you tell users what to expect when they click on it. Directing them to a good landing page that fulfills their expectations is key. That’s why you should keep track of how much time subscribers spend on a page after they click the notification. This will give you valuable insight on how the messages portrayed in the notification meets the landing’s information. If there’s no connection between the copy of the notification and the content of the page you send users to, bounce rate will increase, letting you know there’s an issue in copywriting.
  • Opt-out rate: shows the number of people that unsubscribed from web push notifications from your site. This is a vital metric to keep track of. Naturally your opt-in numbers should be much higher than opt-outs. If you discover that your opt-out rates are increasing over time, ring your alarm bells and start looking for the problem. In this case it’s usually related to low relevance of your notifications, or maybe you’re sending too many notifications that your subscribers perceive as spam and decide to opt-out. 
  • Conversion rate: this is the ultimate goal of your campaign and the main metric of any type of business. This metric indicates the accomplishment of your goal, whether completed sales, signup or another type of engagement.  All of the improvement efforts for other metrics should be aimed at ultimately increasing conversion rates. You can have great opt-in rate or click-through rates, but if they’re not translating into conversions, it is time to evaluate your web push notifications campaign strategy in place, identify the problem and do whatever it requires to resolve it. 

You can keep track of the majority of these metrics, setting goals on Google Analytics and checking the reports that provide your web push notifications provider. 

  • Are web push notifications GDPR compliant?

Web push notifications are GDPR compliant by nature. They present a direct communication channel with users with no personal data requirements. This means that users have to give  consent to become recipients, but they don’t have to provide their name, email, phone number or any other type of personal information. 

These instant alert messages are device oriented. The user is not targeted based on some personal data they share, but to their device. The subscription information is all stored in the browser, so businesses have no access to it and can’t use it or sell it in any way. 

The user is the one in complete control by having access to the notifications panel, where they can easily decide to opt-out if they wish to. 

  • What makes a good web push notification?

The best web push notifications have three attributes that bring results: they’re relevant, personal and precise. This channel offers many possibilities that can greatly benefit your online business if used correctly. If you exploit all its features with a well-thought strategy and avoid common mistakes, you’ll be a web push notification lover just like us. 

A great web push notification is:

  • Relevant: Tracking the user’s behaviour on your site gives you all that you need in order to make the notification as relevant as possible. Define different scenarios to trigger a specific notification based on each user activity, so that the message they receive is directly linked to what they did on the site. You also want to keep in mind user segmentation. You don’t want to send a special offer on a product today, to a customer that bought it the day before. The same way you should keep in mind to send notifications about sales or special offers during the time they’re active and deactive the campaign the minute the promotion is over. Web push notifications that are highly relevant, have much higher click through rates. 
  • Personal: Make use of all the dynamic parameters available: user name, product name, category name, image or any other available parameter to design a super personalised notification. If a user feels that you’re talking directly to him, the message will present a higher value and the user will be more enticed to engage with it. You should also contemplate language and time zone. Customize the campaign for each language and country you’re sending it to. The content of your web push notification has to appeal to each subscriber as an individual. 
  • Specific: Great web push notifications let the subscriber know exactly what you want them to do and what they can expect when clicking that action button. Make it clear and precise with your title, message and CTA. Write the text keeping in mind how it will display on each OS and browser. Write the most important message in the title to make sure it’s always visible and make sure you link to the right landing page where your subscribers will find all you promised in the notification. 
  • How to choose a web push notification service provider?

There are a list of features and considerations to be made when choosing a web push notification service. It’s important that you do your research and don’t jump ahead and go for the first service you find online. The main aspects you must consider are:

  • Customer data protection

There are many well-known free web push notifications service providers in the market. You might feel enticed to choose one of these instead of a paid one. The thing is, that free web push notifications services might sell your customer’s information, they’re “free” for a reason. When using one of these providers, you allow them to collect and sell your subscribers behavioural data, which can be purchased by your very own competitors. You have to decide which price to pay: a normal service fee or to sell subscribers personal information to third parties. 

  • Subscriber portability

When choosing a web push notification provider, you want to make sure you collect subscribers under your own domain. Some of the providers offer you an alternative way of subscription where the users will be subscribed to a subdomain of the provider rather than the domain of the business itself. If you agree to this, all the subscribers that accept and opt-in to notifications from you, won’t belong to your website, they’ll belong to the website of your service provider. This means that, if one day, you wish to change providers for whatever reason, you’ll lose all your subscriber’s base and will have to start from scratch.

  • Personalisation and automation

Make sure you select a platform that offers the option of hyper-personalisation through dynamic parameters. As we mentioned before, customised notifications that include details like user name, have higher CTRs and lower opt-out rates. The same happens with automation. Notifications triggered by the behaviour of users on the website, have high relevance that translates in better engagement. 

  • Good customer support

Whether you’re new with web push notifications, or have been using them for a while, good customer support is extremely important. You want to choose a provider that’s always going to be present if you have any doubt, concern or issue with your campaigns. Frizbit offers its clients a step by step onboarding, ready-to-send templates for your automated campaigns and consulting of any type. 

When choosing a push notification provider, seek one that offers a trial period. This will help you ensure it ticks all the boxes and put you at ease with your decision. If you want to request a demo from Frizbit, click here and let us know!

This might interest you!

Digital Marketing Insights from August 2020

Related articles

  1. The key Digital Marketing Insights from 2019 to 2020
  2. Digital Marketing Insights from January 2020
  3. Digital Marketing Insights from February 2020
  4. Digital Marketing Insights from March 2020
  5. Digital Marketing Insights from April 2020
  6. Digital Marketing Insights from May 2020
  7. Digital Marketing Insights from June 2020
  8. Digital Marketing Insights from July 2020

Hi again! Updating you with the most recent trends, events, and updates within the digital marketing world. In this post, we are covering all the important updates that took place in August.

1. Search Marketing Updates August 2020

Google Organic Algorithm Updates

August 2020 has been a quiet month if you don’t count the SEOs bracing themselves for not one but two Google search glitches that happened on August 10th and August 15th. The first one especially had a major impact on the results for a brief period of time. Luckily things were back to normal shortly in both instances.

Google upgrades Activity Cards for shopping, product, recipe, and job searches

Google always finds new ways of delivering what people are searching for in the most convenient way. Their newest addition is the search activity cards.

  • Shopping Cards

Many online shoppers go through various articles, reviews, and benchmarks before purchasing a product. This feature allows them to see relevant products from previous searches together and compare them easily.

Shopping 2

  • Jobs Cards

Jobs card touches a pain point of every job seeker. It allows you to filter out newly posted job posts from the ones that you’ve already seen. This ends going through the same posts every time you do a search. Now, you’re always up to date.

Jobs Activity Card 1

  • Recipes Cards

Whether you make the same recipe frequently or you’re on a quest of trying every Lasagna recipe out there, Google has you covered. They show you the previous recipes you searched for and other relevant ones based on your query with thumbnails.

Recipes Card Gif

Google Ads Updates

Google announces the plan to add Lead Form Extensions to Display Campaign later this year

A research done by Google back in March suggests a third of online shoppers prefers to shop from business that allows a wide array of options to contact them. Lead Form extensions are a considerably way to capture leads.

This new feature generated powerful results in Jeep’s cases as they saw 10x growth in their completed forms with their Korea branch. This makes sense as these forms enter the shopper journey when the attention is captured and the intent to buy or at least to explore is high.

Jeep Gif

The good news is the Lead Form Extensions will be available for display campaign later this year.

Easy import for offline conversions

Most of the time a buyer’s shopping journey is not as seamless as marketers would like to simplify with their funnels. It is often we see that the product discovery and vendor comparison is done online but the actual purchase takes place in the brick and mortar world.

Google makes it easier to import offline conversions to your CRM. Now vendors can bridge the gap in their CRMs in cases where a journey started with a click on an ad or call from that add. It sounds like a great way to understand what kind of ads work and drives acquisition beyond the online world.

ZenBusiness, a company that helps other businesses, experienced a 400% increase in customer acquisition year-over-year when the utilized the offline conversion data with the Smart Bidding feature to single out and target high-intent customers. 
There are specific instructions for those who use Salesforce Sales Cloud and Zapier.

2. Marketing Tech Updates August 2020

Chatbots

Although Chatbots are not new, they’re gaining momentum and it seems they’re here to stay. As in most cases marketers want to automate the grind work with chatbots. 

Drift - Demo-Bot

 

Some of the things including a Chatbot  in your omnichannel strategy are as follows:

  • lead generation
  • lead qualification
  • lead nurturing
  • increased engagement
  • faster one-touch sales
  • traffic segmentation
  • scheduling meetings
  • sharing short surveys
  • and more…

 The aim is not to remove the personal touch out of the interaction. The aim is to save time, engage prospects, and help those who seek instant communication with a conversational approach.

3. Social Media Marketing Updates August 2020

TikTok introduces analytics

This month TikTok launched its analytics page for the Pro accounts. The analytics page provides an overview of historical performance analytics such as video views, profile views, and the number of followers.

The content section shows the trending videos you have and view numbers for the past 7 days. The followers section on the other hand help tracking the audience growth and the number of likes, shares, and comments.

tik tok analytics

Instagram challenges TikTok with Reels

TikTok has been dealing with being deemed as a potential threat to US national security. As if it wasn’t enough, now things got, even more, rockier for the Chinese app with Instagram’s new feature launch, Reels. Instagram wants to broaden its capabilities in the short-content sphere.

Reels give you the chance to create and edit 15-second multi-clip videos with audio, speed setting, and AR effects.

These were the things that happened in Digital Marketing in August 2020. You can also read all updates on Digital Marketing Insights page.

The key Digital Marketing Insights from 2019 to 2020

2019 was a year full of new trends, events and updates within the digital marketing world. In this article, we are going to take a look at what happened in 2019 and what kind of insights you can use in 2020 for your advantage. We will do this based on the following topics:

1. Search Marketing Updates of 2019

When it comes to search marketing, a bunch of things changed in 2019. Let’s first take a look at the Google algorithm updates, because they definitely had a big impact on search marketing in 2019.

Google Organic Updates of 2019

  • Google Search March update

The first update of 2019 was a big one. The update mainly affected YMYL (Your Money or Your Life) websites. Google started favoring websites that are more trustworthy, especially when people search for sensitive keywords. 

  • Google Search June update

In this update, Google started showing video carousels a lot more. In 61% of the searches, a video carousel will show up now. Also some news sites got affected. Google raised the quality bar for news content. 

  • Google Search September update

The last core update in 2019 was one that again gave more priority to video content. YouTube even overtook Wikipedia in the US Google Index. This means that video content is very important for your SEO.

  • The BERT algorithm

BERT is an open-sourced technique for natural language understanding. This update should improve the understanding of queries, especially the longer spoken or written queries. 

These were the major updates that Google rolled out in 2019. The conclusion is that authoritativeness, expertise, and trustworthiness are the most important factors in your content to show to Google. And since the showing of video snippets have massively increased, video content is more important than ever.

Google Ads Updates of 2019

Pay-per-click advertising has changed digital marketing forever. In 2019, Google said that it has generated 32.6 billion in revenue from advertising, which is an increase of 16%. Google Ads is still increasing and that is why it is important to look at what happened with Google Adwords in 2019.

  • Removal of average position

Google removed the average position metric from Google Adwords because it does not tell the whole story. When you have the first position, it does not mean that you are shown at the top of the SERP. Organic searches could be on top of you for instance. So because of this Google decided to favour other metrics.

  • Evolution of phrase and broad matches

In 2019, Google announced that phrase match and broad match modifiers now also show to same-meaning variants like synonyms and paraphrases. This means that your keywords can show up for more queries, that have similar meanings. Google is saying it did this because the intent behind a query is more important than the semantics within a query. 

  • New affinity audiences and in-market audiences

In October, Google added two brand new audiences: seasonal event segments for in-market audiences and affinity audiences. With in-market audiences you can now target your ads to exclusively users that actively search for products or services like yours. With affinity audiences, you can target people that have shown an interest in a particular topic. 

  • Bumper ad creator

Lastly, Google introduced a bumper ad creator for everyone. Not every business has the resources to produce professional videos. So that is why you can now create a series of six-second Youtube Ads in a very easy way. Perfect if you do not have the resources to do this yourself. 

These were the major updates that Google Adwords released in 2019. There are some other updates that we did not mention here. You can find a full list of the biggest updates in Google Ads on Google Ads Announcements.

2. Marketing Automation Updates of 2019

Marketing Automation has been becoming increasingly popular over the last few years, and as of now, on average 51% of the companies are using Marketing Automation according to Email Monday. CMOs are allocating one third of their budget in marketing technology. Also, according to Salesforce, the fastest increasing tech solutions are Artificial Intelligence (+155%) and Marketing Automation (+104%). 

  • Multi-Channel Automation Platforms

What is becoming more interesting now are Multi-Channel Automation platforms. These platforms offer the ability to create and execute contextual marketing campaigns in multi-channel and they  are hyper-personalized for each user. Companies that use omnichannel strategies achieve 91% greater year-over-year customer retention rates than a business that does not use it.

But how do you create an omnichannel experience for your customers? There are popular multi-channel platforms such as Salesforce, Infusionsoft, Hubspot for B2B and Frizbit for Marketing Automation for e-commerce. These would help you engage with your customers in multi-channel. 

  • Web Push Notifications

One of the other things that got hold of the marketing automation world is web push notifications. Through web push notifications, you can send personalised notifications to your customers on almost any web browsers like Chrome, Firefox, Safari and Microsoft Edge. This channel is very effective and profitable, because you can send messages even if the users are not on your website and bring them back. Some platforms such as Frizbit embedded it to their automation platforms so that you can use it as a retargeting channel. So you can trigger push notifications based on user behaviour and run personalised campaigns, in cart abandonment or form abandonment.

frizbit-automation-use-case-1-cart-abandonment-1-e1568110270768

  • Chatbots

In 2019, the usage of Chatbots has increased even more. Chatbots have also become more AI-driven, capable of handling complex human interaction with ease and are now taking over traditional conversational services.

Most companies prefer in-built chatbots on their websites as they facilitate enterprises in providing instant customer interaction. For instance, Slack and Twitter messaging platforms are preferred by majority businesses.

Messaging platforms like Facebook Messenger have had huge success with Chatbots since opening up integration for brands. Over 60 percent of users who received a chatbot ping on Messenger engaged with the message.

WhatsApp Business allows brands to integrate chatbots with their API, opening up a whole new avenue for brand-user engagement. With 1.3 billion active MAU’s, this is a tremendous opportunity for businesses big and small. 

The use of chatbots in business will evolve in the coming years – the design and architecture inevitably improving. So watch this space and keep a close eye on what happens through 2020 if you have designs on having your own chatbot in the near future.

  • Machine learning, AI and Hyper Personalisation

You are probably seeing it everywhere, Machine learning and AI. At the moment, it is the new world the marketers will benefit in many areas  from hyper-personalisation of messages to bid optimisation or from content creation to product recommendation. We will have smarter marketing platforms, which yield more returns and profitability. Now many tools have started implementing but we will have to wait a bit for a perfect solution for smaller to medium size brands.
When it comes to Artificial Intelligence (AI), it is a perfect way to hyper-personalize your message to customers. But there are also companies like Amazon, that use AI, to recommend products to their users that are most likely to appeal to them. AI is very promising so you should follow this development carefully so you can be among the first ones that use this technology to their advantage.

3. Content Marketing Updates of 2019

Content Marketing offers a tremendous opportunity for businesses to boost their results. You should do this by delivering valuable and relevant content to users. This can improve your online reputation, build a community and grow supporters of your brand. In 2019, a number of changes evolved. 

  • Video content

You are probably seeing it everywhere, video content. That is not surprising, because video is a highly engaging format for content. According to Forbes, 88% of the average user will spend more time on a website with a video than one without. And Hubspot is saying that 54% of consumers want more video content from a brand or business they support. So if you are not using video content in your content strategy yet, start using it now. 

Video Engagement Users

  • Podcasts

Podcasting has massively increased in popularity in the last decade. The amount of listeners has tripled in the last decade and it is expected to grow even more in the coming years. It is important though to not just start a podcast, but have an idea about what your goal is. Approach it as you do for the rest of your content efforts. 

  • Content for voice

With the big increase of voice assistant usage like Alexa and Siri, the way people search changes a lot. While before, people would search for, ‘time China’, people now with the usage of voice recording search for ‘what time is it in China?’. This means that it is important for content marketers to start adapting their content creation for voice searches. 

  • The state of content marketing

Backlinko analysed 912 million blog posts to understand the state of content marketing. This is what they found: 

  • Content marketing costs 62% less than traditional marketing
  • Long-form content got an average of 77.2% more links than short articles. 
  • Question headlines got 23.3% more social shares than headlines that don’t end with a question mark.
  • “Why” and “what” posts, as well as infographics, received 25.8% more links compared to videos and “How-to” posts.

4. Social Media Marketing Updates in 2019

In 2019, a lot changed on social media. Facebook had a massive redesign, Instagram got a new scheduling tool and LinkedIn expanded options for freelancers. 

  • Facebook

As reported by Pocket-Lint Facebook got a massive redesign, described it as a much cleaner, with more of an all-white look. It also has a dark mode now too.

This redesign is supposed to put an emphasis on Groups and Events, which have become two of the biggest reasons people visit Facebook on a daily basis. The means the News Feed is featured less, which is probably good news for users overall. 

  • Instagram

Instagram got a little less Insta with the new scheduling tool. You can now schedule feed posts and IGTV videos through Facebook’s Creative Studio. This new feature supports single and multiple photos along with videos. And you have the option to share it to your Facebook page as well. Once your copy and media assets are set, use the calendar to schedule the post. Hopefully the ability to schedule Instagram Stories is right around the corner.

  • LinkedIn

LinkedIn has expanded options for freelancers who use the platform. Now you can “find an expert” post option. To create a new “find an expert” post, you would go to post an update like normal, select the “find an expert” option, and then answer a few brief questions about the services and skills you’re looking for. This will help freelancers decide if they’re right for the job and if they should reach out in hopes of cutting down search time. “Find an expert” posts also stand out a bit more on your feed to draw extra attention.

  • Best Time To Post

During 2019, Sprout Social updated their best-times-to-post study. This is what it showed:

  • Instagram: highest engagement on Wednesday and Friday between 10:00 a.m. and 11:00 a.m. 
  • Facebook: highest engagement on Wednesday from 11:00 a.m. to 1:00 p.m.
  • Twitter: the best days to post are Tuesday and Wednesday.
  • LinkedIn: highest engagement on Wednesday between 9:00 a.m. and 10:00 a.m.

These were the things that happened in Digital Marketing in 2019. We also published a blog about what the marketing trends in 2020 will be. Check it out here.

7 Marketing Trends to Keep Track of in 2020

best

The year 2019 is almost coming to an end, and what a year full of growth in digital marketing it has been. This does mean everybody is getting ready for the year of 2020. In this light we summed up 7 trends in digital marketing that are going to take off in 2020.

1. Start Using Alternative Channels

Email is still the most prominent marketing channel to use. But marketing emails are being less and less effective. There are companies that have seen their click rate for emails drop by 9,4% in 2019. This doesn’t mean we won’t be using email anymore, email will still be a prominent tool to use in 2020 and beyond that. What we will need to do in 2020 is making use of the other channels which can increase the marketing performance. A multichannel communication strategy allows you to connect with more leads, as well as stay top of mind with your customers. The next thing is that emails easily get overlooked or lost in the rubble, by using multiple channel you will make sure not to get overlooked. I will sum up some alternative communication channels below.

  • Whatsapp Business: WhatsApp Business is a free app available on both Android and iPhone. WhatsApp Business makes connecting and interacting with customers easy by providing tools to automate, sort and quickly respond to messages.
  • Chat Bots: This piece of software can interact with users while they are browsing on the website just like live chat tools, but with much more logic inside. Chatbots can communicate in a normal manner with people and are able to answer the frequently asked questions they have. So why hire someone to answer their questions while you can have a personalised service that is way cheaper.
  • Web Push Notifications: Web push notifications are messages that are sent through a browser while the users are not on the website. You only have to opt-in to them to start receiving them, they can be send from both mobile and desktop devices. You can learn more about them on our web push notifications page.

2. Make Use of Multichannel Services

The amount of available marketing services is staggering, the average company has between 25 and 91 cloud services. This brings a lot of different problems with it, think about security for a second. That’s why a lot of companies are switching to multichannel services like Hubspot, Adobe Marketing Cloud, Marketo or Frizbit. Here you can take charge of different tools through one dashboard.

So, it’s expected that a lot of companies will be switching to an all-in-one marketing service that provides multichannel. It might be a good option for you too, we summed up some of the benefits for you.

  • Less integration effort and time
  • Faster page load time
  • Less data shared with 3rd parties
  • Flexibility on creating multi-channel campaigns

3. Expansion of Digital Marketing

According to the site TheDrum the global digital software industry will grow from $37.48 billion in 2017 to $74.96 billion in 2022 at a Compound Annual Growth Rate (CAGR) of 14.9% during the forecast period that is from 2017 to 2022. The worldwide digital ad spending will observe a rise of 17.6%, i.e., up to $333.25 billion in 2019. However, it will keep on rising till 2023 according to Softwaresuggest.

According to a study by the US Small Business Administration, a company should spend 7-8% of its gross revenue on marketing depending on the industry. For the year 2019, 50% of that budget should be dedicated specifically for digital marketing. However, it must increase to 55% in 2020. Criteo states that by the year 2022, close to 87% of marketing budgets will be spent on digital marketing.

Although traditional TV still has the most viewers (43%), online streaming (35%) has risen in popularity in the past five years. To see a higher ROI, a blended strategy for advertising is the best bet. Traditional marketers advertise on both platforms for the best results.

According to emarketer Google is still the number one in digital ads with 36,2% of market share followed by Facebook with 19,2 % of market share.

4. Hyper-personalise Your Messages

Artificial intelligence has brought about the phenomenon hyper-personalisation, which enables more appealing and individualised communication with consumers.

Communication with consumers that is deeply personal and tailored to them is what keeps messages interesting and make consumers want to interact with you.

Hyper-personalised messages enhance the customer experience by tailoring to each individual’s preferences based upon user behaviour. More than simply including the customer’s name in an email, hyper-personalised campaigns utilise real-time data and user behaviour to create the most effective automated, individualised communication strategies. Take a look at the cart abandonment campaign from Frizbit in the picture, here you can see we included the name of the customer, the name of the product, and a picture of the product.

Hyper-personalised messages create a dynamic experience for customers, making them more likely to return to your website and interact with it. Real-time data and user behaviour are used in hyper-personalised marketing efforts to create the most relevant and effective communications with each customer.

frizbit-automation-use-case-1-cart-abandonment-1-e1568110270768

5. Make Automation Your Friend 
Next to hyper-personalisation, automation is going to play a bigger role next year because far too much time is put into manually created and delivered messages. In order to optimise efficiency and ROI, industries like e-commerce and travel would benefit greatly from automated messages through the high volume of customers. But not only them, a lot of other industries like SaaS, Media and B2B could benefit from them as well.

As automated messages are triggered by user behaviour, always the most relevant users receive it. That’s why both click rates and conversion rates are quite high. It is also time efficient because the messages are triggered automatically with user behaviour. This makes that you only have to set the scenario and template once and that’s it. There is no need to spend more time to write content of the and that’s why automation is time efficient.

6. Give Transparency to Customers

How a company handles the private data of their customers is vital for their success. In 2018, the GDPR policy was more actively enforced to ensure that companies handle customer data transparently.

Coredna also indicates that companies producing transparent and easy-to-digest information are likely to retain around 90% of their customers.

In short, In the future there will be more emphasis on this. Companies will have to give complete transparency of kind of data is shared.

Tips on how to be transparent

  • Honest communication to and with customers
  • Make sure that selling is not your only goal.
  • Respond immediately to concerns
  • Share news with your customers

7.  Get ready for Voice Searches

More and more people will start using smartphones with voice assistants though the massive growth in technology. Voice assistants can be handy for searching for certain places, reading specific texts loudly, and even sending text messages for you.

Voice search is also essential when using it for your business. It’s helping in the growth of voice search also raises the use of Artificial Intelligence.

Most of the people who are using search engines, use long sentences with specific keywords. In order to optimise the opportunity to be found in voice search results, use longer keywords and complete sentences. Also include any questions that people may ask concerning your products and provide detailed answers.

Hyper-Personalization

What is Hyper-personalization? How does it differ from traditional personalization?

hyper-personalization-difference

Artificial intelligence has brought about the phenomenon hyper-personalization, which enables more appealing and individualized communication with consumers.

Traditional personalization in customer engagement has been used commonly in email marketing. This mainly consists of simply including some static fields from the customer database to the email body, such as a customer’s name or salutation.

Hyper-personalized messages, on the other hand, enhance the customer experience by tailoring to each individual’s preferences based upon user behavior. More than simply including the customer’s name in an email, hyper-personalized campaigns utilize real-time data and user behavior to create the most effective automated, individualized communication strategies.

Frizbit enables optimal communication with customers by taking all of the available data points that take individual wants and needs into account. The hyper-personalization offered by Frizbit can provide you with behavior-driven marketing campaigns in multi-channel, that you will only need to setup once before you start bringing your customers back and start increasing your revenues. 


Hyper-Personalization Can Help You…

1. Compose individualized, appealing messages with dynamic parametersfrizbit-hyperpersonalization-laptopNot surprisingly, Frizbit allows you to address each of your users personally with their individual names included in your text. However, to take your campaign to the next level, Frizbit provides the ability to hyper-personalize your messages by using multiple dynamic parameters in both your text used and images displayed. Inviting, individualized language that makes use of the data points listed below will make your customers feel that they are valued, increasing re-engagement.

  • Product Data: Products or services previously engaged with their names, categories, images, prices, etc.
  • Purchase History of the User: Total amount spent, frequency of purchase, basket size, basket value, categories of products.
  • Time of Engagement: Last time of visit, last time of taking an action, how many specific actions they took in a certain period of time, how often they visit, registration date
  • Device Data: Device model, brand, operating system, version, browser used
  • Browsing History: Web pages visited, terms searched, filters and sorting selected, time spent and actions taken on the website.

2. Nail the timing

frizbit-hyperpersonalization-time
Hyper-personalization enables you to figure out when users would be most likely to engage with your company. With Frizbit, you can either set messages to be sent at a specific, repeated time or at a time triggered after a specified user engagement. This way, if you want John to receive a reminder for an event that occurs at 8 a.m. every Tuesday, he can, or if you want Jane to receive a message 24 hours after she last visited your site, she can, too.

3. Target based upon user behavior  

Screen Shot 2019-06-06 at 3.48.01 PM
Using hyper-personalization, you can make it so that certain user behaviors trigger specific messages. These can be sent to the users through the preferred channel at the time of the behavior or at a specified time after the behavior.  For example, a clothing website could individualize messages based off of what a user buys, how much a user has spent, or at what time a user has engaged the most. To prevent annoying your users, which may cause them to opt out of messages, Frizbit allows you to limit the number of messages received by a single user in a certain timeframe with the Frequency Cap feature and limit the lifetime of your messages with the Time to Live feature.

4. Use the preferred language of users

Screen Shot 2019-06-04 at 11.12.21 AM
Frizbit has the ability to pick up on the preferred language of the user based on the default language on his or her desktop or mobile device or the language they choose to use on the website. This way, whether one is an English or Spanish speaker in the United States, for example, your company can communicate with him or her in a way they will understand and appreciate.

5. Make use of users’ geolocation

Sapling-Round-Analog-Zone-Clock-Dial-E-Hands-S
Knowing the specific 
time zone, country, city and even the local area a customer is located in is important when it comes to effective communication. Taking advantage of this information will make it possible to send messages at the times in which your subjects will be most likely to engage. Also crafting your messages differently for each city or country will yield improved results in your campaigns.

6. Segment using demographics

frizbit-hyperpersonalization-people
Further segment users based upon the following demographics in order to communicate more effectively.

  • Name
  • Gender
  • Age
  • Civil status
  • Birthday

7. Choose the right channel

notiftypes

Whether a message is sent via email, text message, web push notification, or app push notification makes a difference in how it is perceived. For example, if you are sending a detailed progress update, an email would be the best route, but if you are reminding a customer about a sale ending in an hour, a quick text message would be the way to go. For registered users, you can use email and SMS, while non-registered users can opt to receive push or app notifications, so they do not feel invaded. With Frizbit, you can create automated and hyper-personalized campaigns in each of these channels, which will give you the freedom to choose which platform will work best for each message you wish to send.


With Frizbit’s hyper-personalization, you can create meaningful connections with your users through effective communication on a variety of channels. The artificial intelligence used will improve the reception of your products and services, increasing customer re-engagement. Register to Frizbit for an online demo to see how hyper-personalization can improve communication with your customers today!

Hyper-personalization & How to Incorporate it into Your Marketing Strategy

What is Hyper-personalization? How does it differ from traditional personalization?

hyper-personalization-difference

Artificial intelligence has brought about the phenomenon hyper-personalization, which enables more appealing and individualized communication with consumers.

Traditional personalization in customer engagement has been used commonly in email marketing. This mainly consists of simply including some static fields from the customer database to the email body, such as a customer’s name or salutation.

Hyper-personalized messages, on the other hand, enhance the customer experience by tailoring to each individual’s preferences based upon user behavior. More than simply including the customer’s name in an email, hyper-personalized campaigns utilize real-time data and user behavior to create the most effective automated, individualized communication strategies.

Frizbit enables optimal communication with customers by taking all of the available data points that take individual wants and needs into account. The hyper-personalization offered by Frizbit can provide you with behavior-driven marketing campaigns in multi-channel, that you will only need to setup once before you start bringing your customers back and start increasing your revenues. 


Hyper-Personalization Can Help You…

1. Compose individualized, appealing messages with dynamic parameters

frizbit-hyperpersonalization-laptopNot surprisingly, Frizbit allows you to address each of your users personally with their individual names included in your text. However, to take your campaign to the next level, Frizbit provides the ability to hyper-personalize your messages by using multiple dynamic parameters in both your text used and images displayed. Inviting, individualized language that makes use of the data points listed below will make your customers feel that they are valued, increasing re-engagement.

  • Product Data: Products or services previously engaged with their names, categories, images, prices, etc.
  • Purchase History of the User: Total amount spent, frequency of purchase, basket size, basket value, categories of products.
  • Time of Engagement: Last time of visit, last time of taking an action, how many specific actions they took in a certain period of time, how often they visit, registration date
  • Device Data: Device model, brand, operating system, version, browser used
  • Browsing History: Web pages visited, terms searched, filters and sorting selected, time spent and actions taken on the website.

2. Nail the timingfrizbit-hyperpersonalization-time

Hyper-personalization enables you to figure out when users would be most likely to engage with your company. With Frizbit, you can either set messages to be sent at a specific, repeated time or at a time triggered after a specified user engagement. This way, if you want John to receive a reminder for an event that occurs at 8 a.m. every Tuesday, he can, or if you want Jane to receive a message 24 hours after she last visited your site, she can, too.

3. Target based upon user behavior  Screen Shot 2019-06-06 at 3.48.01 PM

Using hyper-personalization, you can make it so that certain user behaviors trigger specific messages. These can be sent to the users through the preferred channel at the time of the behavior or at a specified time after the behavior.  For example, a clothing website could individualize messages based off of what a user buys, how much a user has spent, or at what time a user has engaged the most. To prevent annoying your users, which may cause them to opt out of messages, Frizbit allows you to limit the number of messages received by a single user in a certain timeframe with the Frequency Cap feature and limit the lifetime of your messages with the Time to Live feature.

4. Use the preferred language of usersScreen Shot 2019-06-04 at 11.12.21 AM

Frizbit has the ability to pick up on the preferred language of the user based on the default language on his or her desktop or mobile device or the language they choose to use on the website. This way, whether one is an English or Spanish speaker in the United States, for example, your company can communicate with him or her in a way they will understand and appreciate.

5. Make use of users’ geolocation

Sapling-Round-Analog-Zone-Clock-Dial-E-Hands-SKnowing the specific time zone, country, city and even the local area a customer is located in is important when it comes to effective communication. Taking advantage of this information will make it possible to send messages at the times in which your subjects will be most likely to engage. Also crafting your messages differently for each city or country will yield improved results in your campaigns.

6. Segment using demographics

Further segment users based upon the following demographics in order to communicate more effectively.

frizbit-hyperpersonalization-people

  • Name
  • Gender
  • Age
  • Civil status
  • Birthday

7. Choose the right channel

Screen Shot 2019-06-06 at 4.14.52 PM

Whether a message is sent via email, text message, web push notification, or app push notification makes a difference in how it is perceived. For example, if you are sending a detailed progress update, an email would be the best route, but if you are reminding a customer about a sale ending in an hour, a quick text message would be the way to go. For registered users, you can use email and SMS, while non-registered users can opt to receive push or app notifications, so they do not feel invaded. With Frizbit, you can create automated and hyper-personalized campaigns in each of these channels, which will give you the freedom to choose which platform will work best for each message you wish to send.


With Frizbit’s hyper-personalization, you can create meaningful connections with your users through effective communication on a variety of channels. The artificial intelligence used will improve the reception of your products and services, increasing customer re-engagement. Register to Frizbit for an online demo to see how hyper-personalization can improve communication with your customers today!