ORC #4: Pull or Push
There are two ways existing customers return to a brand’s properties (website and app): they are pulled by the brand power and do it on their own, or they see the push messages sent by brands and then click on a link. The latter has four options: email, SMS, push notifications, and increasingly, WhatsApp.
The conundrum for marketers has been about the balance between push and pull: brand marketing versus push marketing. Brand marketing is about the emotional connection and becoming a utility in the customer’s life, so they return to the property whenever they have a need. Push marketing is about crafting the right content and creatives to ensure the messages sent are opened and acted on. In both scenarios, the objective is the same: ensure a visit because the conversion takes place on the brand’s property.
The problem is that the vast majority of push messages sent are largely ignored by customers. Email open rates are low, SMS read rates (in India) are even lower, and push notifications are blocked by many. Marketers too have overdone the push messaging in their desire for clickthroughs. If consumers do not react to the push messages and don’t have the brand pull, then the only path left to the marketer is to retarget the customer on the adtech platforms – a very expensive proposition considering that an acquisition cost was probably already paid for. This problem of attention recession and limited activity on the brand’s property also limits the data marketers have about the customer to do personalisation.
Good news is on the way. In many markets, WhatsApp has opened up for business. Its primacy in the end customer’s life for personal messaging allows brands (for a fee) to insert themselves into the message flow. In markets like the US, pricing changes on SMS have increased its popularity, especially because 2-way interaction is possible. The biggest bang is coming via email, with the power of interactivity (AMP with Email 2.0) and gamification (Atomic Rewards with Loyalty 2.0). Interactivity is also coming to notifications. In short, the 1-way push channels are becoming 2-way conversion funnels. This transformation into “hotlines” is the big shift marketers have to prepare for.
I had previously written in Hotline: The Crux of the Brand-Customer Relationship: “Building the hotline with existing customers is the only way brands can get their attention and solve for data. It is one of two ways to bring customers back to the properties (app and website) – the second method being big spends on branding. The hotline is the trick marketers have missed in the two other obsessions – new customer acquisition and adding bells and whistles to the app and website.”
As I wrote in Of Hotlines and Properties: “Hotlines are the antidote to AdWaste. Smart marketers would have known that half their spending is being frittered away, but without the ability to make their push channels work, they had no alternative. This is why Email 2.0 is so important. It gives marketers control over their own budgets, rather than relegating them to becoming collection agents for the likes of Google and Meta. They can rechannelise the AdWaste spend towards their own customers and delight them. In other words, pay customers, not Big Adtech.”
So, marketers need to make the switch not just from Adtech but also from brand marketing to converting their push channels to hotlines, and strengthening their customer relationships by solving the twin problems of attention recession and data poverty.
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Conundrum: spend more on brand marketing or push channels to bring existing customers back to the properties
Insight: Push channels are becoming 2-way enabling conversions closer to the customer
Solution: Email 2.0 hotlines with innovations like AMP and Atomic Rewards
