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I’m sure you’ve seen the next upcoming third-party cookie policy changes on Google Chrome, but I think it’s worth reflecting: Google in its efforts to improve privacy plans started disabling third-party cookies for a small percentage(1%) of Chrome users from the first quarter of 2024. On January 4, they began testing”Tracking Protection”, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default. The company then intends to gradually increase the number of users affected by this change, aiming to reach 100% of Chrome users by the third quarter of 2024. This change is more than just a privacy upgrade; it’s a wake-up call for digital marketers everywhere. Why is a‘cookie’ a cookie, and why does it matter? The term”cookie” in digital technology, derived from”magic cookie”(like a fortune cookie with an embedded message) in computing. It was first implemented in 1994 by Lou Montulli at Netscape to maintain server state, such as remembering items in a shopping cart. As e-commerce and online advertising began to grow, cookies became an essential tool not just for shopping cart contents, but also for tracking user preferences, and login information. Initially, cookies were mainly used by the sites users directly visited(first-party cookies). Over time, advertisers and analytics companies started using their own cookies(third-party cookies) to track user behavior across multiple sites for targeted advertising and data collection. With the increasing use of third-party cookies for extensive tracking, privacy concerns grew. This led to regulatory actions such as the European Union’s ePrivacy Directive(2002) and the General Data Protection Regulation(GDPR) in 2018, imposing stricter rules on cookie usage and requiring user consent. Growing awareness of privacy issues led browsers like Safari and Firefox to start blocking third-party cookies by default in the early 2020s. Google’s decision to phase out third-party cookies in Chrome(originally planned for 2022, then postponed) marks a significant shift, given Chrome’s large market share. This move is part of a broader industry trend towards greater privacy and user control over personal data. In digital marketing, cookies have been pivotal for user tracking and personalization by storing user browsing data, enabling personalized content and ads. They have also been key in ad targeting through third-party cookies that track users across sites, and analytics helping analyze user behavior on websites, aiding in optimization. The Shift to First-Party Data With third-party cookies getting the boot, it’s time to cozy up with first-party data. It’s all about cultivating direct relationships with your audience. Think of it as switching from being a cookie thief(I see you Cookie Monster) to a cookie baker. You’re now in charge of your own delicious data treats. Consider the case of a retail brand that relied heavily on third-party cookies for targeting ads. With Google’s policy change, they must pivot to strategies like email marketing campaigns and loyalty programs to gather first-party data. This shift could mean an initial drop in ad efficiency, but long-term gains in customer loyalty and trust. Digital media and publishing, heavily reliant on advertising revenues, might face challenges, potentially spurring a move towards subscription models and paywalls. The travel and hospitality industry, which uses cookies to tailor customer experiences, may need to focus more on direct engagement and localized marketing to understand and meet customer preferences. The financial services sector will have to balance customer personalization with heightened data security. Regardless of your industry, the worst possible thing to do is to go the way of the ostrich, burying your head in the sand, and doing nothing. Third-Party Data(Someone Else’s Garden) In the digital marketing world, third-party cookies are like using someone else’s garden. You don’t own the garden, but you can gather fruits(data) from it. You benefit from the data, but you don’t have direct control over the garden or the data collection process. In today’s GDPR& CCPA(California Consumer Privacy Act) world, this is problematic, to say the least. First-Party Data(Growing Your Own Garden) We’ve come full circle, a nostalgia tour of sorts, and returned to the source. Shifting focus to first-party data means collecting information directly from your own interactions with users. This is akin to growing your own garden. You plant the seeds(engage with customers directly), nurture the plants(build a relationship and gather data through your own channels), and eventually harvest the fruits(gain valuable insights from the data). This approach gives you complete control and ownership of the data collection process, just like managing your own garden. So as the cookies crumble, grab your gardening gloves and start planting data seeds. After all, a good gardener knows that the best cookies are the ones you bake with your own ingredients. Need help gardening(or eating cookies)? Come talk to Indigitall. Our modular platform empowers digital marketers with AI-assisted, omni-channel messaging and analytics, streamlining the collection and utilization of first-party customer data for personalized marketing campaigns. We’ve got you covered, diets be damned.
Customer support is getting a futuristic makeover thanks to AI bots. These aren’t your typical, bland and rigid chatflow responders; we’re talking about sophisticated GenAI bots that seamlessly interact with customers. But as they become smarter and more autonomous, it’s crucial to ensure they don’t go off-script and turn into rogue agents sowing chaos. Understanding GenAI Bots in Customer Support GenAI bots in customer support are designed to understand and respond to a variety of customer inquiries, making them incredibly efficient and versatile. From handling simple queries about store hours to more complex issues like troubleshooting products, these AI wonders are on the front lines of customer interaction. But as their capabilities grow, so does the responsibility to manage them wisely. Risks of Unchecked AI in Customer Service Imagine a customer support AI bot that starts misinterpreting customer emotions or responding inappropriately to complaints. This could lead to frustrated customers, brand damage, and a world of headaches. The risks include miscommunication, privacy breaches, and even unintentional bias in responses. Kafkaesque doom loops, and“dark patterns” are just some of the things to watch out for. The FTC is watching too as they stated in a blog post last year:“FTC staff is focusing intensely on how companies may choose to use AI technology, including new generative AI tools, in ways that can have actual and substantial impact on consumers.” Establishing Ethical Guidelines for AI Bots Ethics in AI? Absolutely. It’s about programming our AI customer service agents to treat customers fairly and respectfully, just like humans do. This means setting guidelines for privacy, transparency, and unbiased interactions. Implementing Safety Measures and Oversight in Customer Support AI Keeping AI bots safe in customer support involves regular checks and balances. Think of it as quality control– ensuring they’re providing accurate information, respecting customer privacy, and staying within the ethical boundaries. Regular algorithm audits and data accuracy checks are essential. Plus, having human supervisors ready to step in when things get complicated ensures that the human touch isn’t lost. Encouraging Responsible Use and Building Trust Businesses using AI in customer support need to foster a culture of responsibility. It’s not just about deploying the latest tech; it’s about using it in a way that benefits both the customer and the company. Building trust with customers involves being transparent about the use of AI and ensuring there are options for human assistance when needed. indigitall’s Approach to Managing AI Bots At indigitall, we take the management of our GenAI bots seriously, ensuring they align with our commitment to effective and responsible customer support. Our approach is straightforward yet effective: we limit the GenAI bots to the specific information provided by the company. This means that our AI bots operate within a defined range of topics and responses, ensuring consistency and relevance in customer interactions. If a user attempts to steer the conversation outside these predetermined parameters, our GenAI bots are programmed to skillfully redirect the conversation back to topics and responses the company permits. We’re constantly updating our algorithms as the market evolves; we seek to balance between the accuracy of responses, costs, and speed of response. It’s a delicate tight-rope walk, but one worth traversing. These strategies not only prevent our GenAI bots from going rogue but also maintain the focus on providing accurate and helpful support. Through this careful curation, indigitall guarantees a secure and reliable customer support experience, building trust and satisfaction among our clients.
Hey digital marketing enthusiasts! Today, let’s dive into a revolutionary development in the digital sphere– iOS16’s introduction of mobile web notifications on Safari. This isn’t just a minor update; it’s a game changer, especially for web-first companies. Fasten your seatbelts as we explore how this leap by Apple is reshaping the way we connect with audiences in the mobile-first era with Safari mobile web push notifications… The Dawn of Web Notifications Remember the days when web notifications were confined to our desktop browsers? Back in 2014, Google Chrome kicked off this journey, bringing these nifty alerts to our screens. Fast forward to today, and we’re witnessing a radical shift, with mobile browsers like Safari on iOS joining the party. This evolution from a desktop-centric approach to embracing the mobile web marks a significant leap in customer engagement strategies. iOS16- Turning the Tide for Digital Marketers The 2022 announcement at Apple’s Worldwide Developers Conference wasn’t just another tech update. It was a watershed moment for digital marketers focusing on web-first strategies. With iOS devices claiming over half of the global mobile market, this update opens a treasure trove of opportunities to engage with a broader and more affluent audience segment like never before. It’s time to rethink and revitalize our marketing approaches to harness the full potential of this breakthrough. Expanding Reach and Engagement Get ready to witness a seismic shift in digital marketing! The arrival of Safari mobile web notifications on iOS is like opening a new gateway to a vast audience. Imagine reaching out to the massive iOS user base, which has been somewhat elusive until now. This isn’t just about increasing numbers; it’s about creating more personal and direct connections with users who are constantly on the move. Think about the power of instant notifications popping up on users’ most personal devices. Whether it’s a flash sale alert or a breaking news update, your message lands right where your audience is most engaged: their phones. And it’s not just any audience; it’s a tech-savvy, high-spending demographic known for brand loyalty. The effectiveness of these notifications in capturing user attention is unparalleled. They cut through the clutter of emails and SMS, bringing your message front and center. And there’s more– these notifications are a goldmine for user engagement. With just a tap, users can be redirected to your latest blog post, a special offer, or an urgent update. This immediate call-to-action transforms passive reading into active engagement. You’re not just reaching your audience; you’re inviting them into an interactive digital experience. Integration into Multi-Channel Campaigns Now, let’s weave this new tool into the rich fabric of multi-channel marketing campaigns. Integrating Safari mobile web notifications means you’re not just broadcasting messages; you’re engaging in a conversation across various platforms. This integration is the key to a holistic marketing strategy that resonates with your audience no matter where they are. Imagine a campaign that starts with an email, is reinforced by an SMS, and then gets a timely nudge through a web notification. Each channel plays its role, but together, they create a cohesive narrative that amplifies your message. This cross-channel consistency ensures that your brand stays top of mind, providing a seamless experience that aligns with the modern consumer’s omnichannel lifestyle. But it’s not just about being omnipresent; it’s about being smart. With each channel, you gather valuable insights about your audience’s preferences, behaviors, and responses. This data is a treasure trove for tailoring future campaigns, ensuring that your messages hit the right notes with precision and personalization. In the realm of digital marketing, Safari mobile web notifications are not just another channel; they are the bridge that connects your digital strategy to the mobile-first world. They represent an opportunity to stay ahead of the curve, adapt to changing consumer behaviors, and deliver experiences that are not just seen or heard, but felt. Personalization and User Experience In the dynamic world of digital marketing, personalization isn’t just a feature; it’s the cornerstone of a successful strategy, and Safari mobile web notifications on iOS are set to revolutionize this domain. Imagine a world where every interaction with your audience is not just a broadcast but a meaningful conversation, tailored to their individual needs and preferences. This is the power that Safari’s new feature brings to the table. Personalization through web notifications means more than just addressing a user by their name. It’s about crafting a user journey that feels unique to each individual. Let’s take a deeper dive into how this works. Suppose a user visits your e-commerce site and browses through various categories, spending significant time in, say, the sports apparel section. They look at a few items but leave without making a purchase. Here’s where the magic of personalization comes into play. The next time they are browsing on their iPhone, a notification pops up– not just any notification, but one that showcases the latest arrivals in sports apparel, perhaps even the items they viewed. This kind of targeted messaging is not just about reminding them of their previous interest; it’s about showing them that you understand their preferences. The result? A deeper connection with your brand, higher engagement rates, and an increase in the likelihood of converting browsing into sales. But personalization isn’t just about sales; it’s also about enhancing the overall user experience. Imagine sending a notification that offers personalized content, such as a blog post on fitness tips or an invitation to a webinar on sports nutrition, based on the user’s browsing history. This approach positions your brand as more than just a seller; it becomes a source of valuable information and a partner in the user’s lifestyle. Another key aspect of personalization is timing. Safari mobile web notifications allow you to analyze when users are most active on their devices. By aligning your notifications with these peak times, you ensure that your messages are not just seen but engaged with. This intelligent scheduling is a game-changer in increasing the effectiveness of your digital marketing efforts. Let’s not forget the feedback loop. Every interaction with a notification– be it a click, a swipe, or an ignore– feeds back valuable data into your marketing engine. This data helps in continuously refining your understanding of customer preferences, allowing for even more precise personalization in future campaigns. In conclusion, the introduction of mobile web notifications on Safari is set to transform the landscape of personalized digital marketing. It opens up opportunities for creating deeply engaging and meaningful interactions with your audience. As a marketer, this feature is not just an addition to your toolkit; it’s a quantum leap in connecting with your customers in the most personal space– their mobile devices. Data and Analytics in the Age of Mobile Web Notifications Welcome to the era where data is not just numbers, but the voice of your customer. With iOS’s introduction of Safari mobile web notifications, a new chapter unfolds in the story of data-driven digital marketing. This tool isn’t just a way to reach your audience; it’s a pathway to understanding them. Let’s break down the kind of data that Safari mobile web notifications can yield. Every notification sent out is a potential data point. From basic metrics like open rates and click-through rates to more nuanced insights like the time spent on your website post-notification, the depth of data available is profound. These metrics are not mere statistics; they are reflections of user behavior and preferences. Imagine sending out a web notification for a limited-time offer. By analyzing the response data, you can gauge the effectiveness of such promotions. Which demographic responded most enthusiastically? What time of day saw the highest engagement? Answers to these questions lie in the data, enabling you to refine your future campaigns for maximum impact. But it’s not just about marketing effectiveness; it’s also about user experience. By studying the patterns in which users interact with your notifications– which type of content gets the most clicks, which messages are often ignored– you gain insights into what resonates with your audience. This knowledge allows you to tailor your content strategy, making it more relevant and engaging for your users. Data from Safari mobile web notifications can also help in segmenting your audience. By analyzing user interactions, you can categorize your audience based on their interests, behaviors, and engagement levels. This segmentation enables you to send highly targeted notifications, thereby increasing the relevance of your messages and, consequently, the chances of engagement. The potential of Safari mobile web notifications extends beyond marketing. This tool can be a valuable source of feedback for product development, customer service, and overall business strategy. For instance, a surge in engagement with notifications related to a particular product feature can signal its popularity, guiding product development decisions. In the world of digital marketing, the introduction of Safari mobile web notifications is akin to gaining a new superpower. It’s not just about reaching out to your audience; it’s about understanding them in a way that was previously not possible. With each notification, you’re not just sending a message; you’re initiating a dialogue. And with each response, you’re not just collecting data; you’re learning about the preferences and behaviors of your audience. In conclusion, the data and analytics capabilities of Safari mobile web notifications represent a monumental shift in digital marketing strategies. They offer an unprecedented opportunity to gain deep insights into customer behavior, refine marketing tactics, and ultimately, build stronger, more meaningful connections with your audience. Adapting to Changing User Behavior In the ever-evolving landscape of digital marketing, staying attuned to shifting user behavior is not just smart; it’s essential. The introduction of Safari mobile web notifications in iOS16 marks a significant shift, reflecting and accommodating these changing trends. The digital world is increasingly mobile-centric. Users are spending more time on their smartphones, browsing, shopping, and interacting through compact screens. This shift isn’t just a trend; it’s a fundamental change in how consumers access information and engage with brands. Safari’s update means that businesses can now reach their audience where they are most active and engaged. Think about it– a user receives a notification about a flash sale or an urgent news update directly on their mobile browser. This immediacy aligns perfectly with the on-the-go lifestyle of modern consumers, who expect real-time updates and interactions. Notifications that were once the domain of apps are now seamlessly integrated into the broader web experience, bridging the gap between app-based and web-based user engagement. This development is particularly crucial for web-first companies. Historically, these businesses have had to rely on other channels like email or SMS to engage mobile users, often leading to fragmented user experiences. Now, they can provide a consistent, engaging experience across desktop and mobile, enhancing user satisfaction and loyalty. Moreover, mobile web notifications offer a new dimension of personalization. With the ability to tailor notifications based on user behavior on the website, businesses can create more relevant and engaging content. This personal touch is key in an era where consumers are bombarded with generic advertising; personalized notifications stand out, fostering a deeper connection between the brand and its audience. The role of Safari mobile web notifications is also significant in the context of data privacy and user consent. With increasing awareness and regulation around data privacy, these notifications offer a transparent, opt-in model of communication. This approach not only complies with privacy norms but also ensures that the audience receiving the notifications is genuinely interested, leading to higher engagement rates. Looking ahead, the integration of Safari mobile web notifications is set to influence future marketing trends. Businesses that quickly adapt to this change and incorporate it into their multi-channel strategies will gain a competitive edge. They can leverage these notifications to drive various marketing objectives, from boosting e-commerce sales to increasing readership for content platforms. In conclusion, Safari’s support for mobile web notifications in iOS16 is not just a new feature; it’s a pivotal development that aligns with and propels the shift towards a mobile-centric digital environment. It offers businesses an invaluable tool to connect with their audience in real-time, provide personalized experiences, and stay ahead in the dynamic world of digital marketing. Implementing Safari Mobile Web Notifications Welcome to the final frontier of our journey through the revolutionary world of Safari mobile web notifications on iOS16. Here, we’ll delve into the practicalities of implementing these notifications, ensuring that you’re not just aware of this groundbreaking tool but are also equipped to harness its full potential. Step 1: Understanding the Safari Notification Framework First things first, get to grips with how Safari web notifications work. Unlike traditional app notifications, these are integrated into the web browsing experience. This requires a clear understanding of the W3C Push API– the standard framework used by most browsers for web notifications. Familiarize yourself with its functionalities and constraints to leverage it effectively. Step 2: Obtaining User Consent The key to effective web notifications is user consent. It’s not just a legal requirement; it’s a cornerstone of building trust with your audience. Ensure your website prompts users in a clear, non-intrusive manner, explaining the benefits of opting in for notifications. This approach will help maintain transparency and enhance user trust. Step 3: Segmentation and Personalization To make your notifications truly impactful, they need to be relevant. This is where data-driven segmentation and personalization come into play. Use user data to segment your audience based on their interests, behaviors, and preferences. Then, tailor your notifications to these segments, ensuring each message is as relevant and engaging as possible. Step 4: Crafting Engaging Content Content is king, and this holds true for web notifications. Your messages should be concise, compelling, and call-to-action oriented. Remember, you’re competing for attention in a highly dynamic environment. Make each word count. Step 5: Timing and Frequency An often-overlooked aspect of web notifications is timing and frequency. Bombarding users with too many notifications or sending them at the wrong time can be counterproductive. Analyze user data to determine the optimal time for sending notifications and maintain a balanced frequency that keeps users engaged without overwhelming them. Step 6: Continuous Testing and Optimization The digital landscape is ever-evolving, and so should your notification strategy. Implement A/B testing to experiment with different message formats, timings, and content. Use analytics to track the performance of your notifications and continuously refine your approach based on these insights. Step 7: Compliance and Privacy In an age where data privacy is paramount, ensure your notification strategy complies with all relevant laws and regulations, including GDPR, CCPA, and others. This not only avoids legal pitfalls but also reinforces your brand’s commitment to user privacy. Conclusion Implementing Safari mobile web notifications is a journey that involves understanding the technology, respecting user preferences, and continually adapting to the changing digital landscape. By following these steps, you can turn this innovative tool into a powerful asset for your digital marketing strategy, engaging with your audience in a more direct, personalized, and effective way. Harnessing Indigitall for Safari Mobile Web Notifications In the dynamic realm of Safari mobile web notifications on iOS, Indigitall emerges as a powerful ally, turning the challenge of multi-channel marketing into a streamlined and impactful endeavor. Indigitall’s Unique Edge in Mobile Notifications: Indigitall offers an unparalleled platform that seamlessly integrates with Safari’s mobile web notifications, providing a user-friendly and efficient way to reach your audience on iOS devices. This integration is a game-changer for businesses striving to stay connected with their audience in the increasingly mobile-centric digital world. Personalization and Precision: At the heart of Indigitall’s capabilities is the power of personalization. The platform’s advanced analytics and segmentation tools enable businesses to craft notifications that resonate personally with each user. Whether it’s highlighting a product based on browsing history or sending timely updates, Indigitall ensures that each notification is not just seen but also felt and acted upon. User Engagement and Interaction: Indigitall transforms passive notifications into interactive touchpoints. With its intuitive design, businesses can easily create engaging content that prompts users to tap and interact, bridging the gap between notification and action. This leads to increased user engagement, higher click-through rates, and ultimately, a more profound connection with your audience. Simplifying Implementation and Strategy: For many businesses, the idea of implementing mobile web notifications can seem daunting. Indigitall simplifies this process with its user-friendly interface and supportive guidance. From obtaining user consent to crafting engaging content and optimizing delivery times, Indigitall makes every step manageable and effective. Adapting to User Behavior: Understanding and adapting to user behavior is crucial in the mobile-first digital era. Indigitall provides the tools to analyze user interactions and preferences, enabling businesses to adapt their notification strategies in real time. This adaptability ensures that your marketing efforts are always aligned with user expectations and trends. In conclusion, Indigitall is not just a tool; it’s your strategic partner in the world of Safari mobile web notifications. It offers a robust solution to engage with your audience on their most personal devices, creating meaningful interactions that drive your digital marketing success. With Indigitall, you’re not just reaching out to your audience; you’re engaging them in a more personalized, effective, and dynamic way.
indigitall develops several connectors to add into the Marketing Cloud Customer Journey and a complete integration of our Contact Center platform into the Service Cloud, including the next generation of chatbots with generative AI. The indigitall integration with the Salesforce platform means access to greater immediacy, flexibility and support at a lower cost. Specifically, indigitall does not charge for each device where the notification is sent, which means a more competitive price and a higher ROI for each campaign. Marketing Cloud The indigitall connector integrates the development of optimized AI communications through App, Web, Mobile Wallet, WhatsApp and SMS within the Customer Journey of Salesforce Marketing Cloud. indigitall offers two channels that don’t exist in Salesforce: web push notifications and the Mobile Wallet. We also add functionalities, especially for push apps, and less cost in other digital channels: WhatsApp, SMS, etc. Improving the customer experience with the WhatsApp service through the Contact Center platform with the option of adding a chatbot with generative Artificial Intelligence. Increasing lead capture with web push service(not included in Salesforce) and more advanced app push notifications. Sending PKPASS files through the mobile app to download on Mobile Wallet. Achieving greater impact with video, animated GIFs and images, more innovative applications compared to Salesforce. Real-time analytics and triggering other actions based on the click event. Service Cloud The Contact Center platform focused on customer service is fully integrable with Salesforce to enable your customers to communicate through all digital channels. With this integration, you will enjoy the advantages of the Contact Center in terms of agent management, different roles and a chatbot fully customized for your business thanks to generative artificial intelligence within a fully controlled and secure context. Direct link to user profile file to edit. Immediate opening of the case(introduction of the whatsapp conversations). Configurable form to save the data into the case. Increasing your ROI Salesforce, the world’s No. 1 CRM, joins forces with indigitall to offer its clients the most cutting-edge innovation in the area of automated marketing with a lower investment per campaign given the sending of communications to segmented audiences generating higher conversion. Unlike Salesforce, which charges for each message sent to a device, indigitall doesn’t charge for each device, which means you can create more campaigns. This way, you’ll generate more clicks at the same price. It should also be noted that Salesforce is very focused on managing communications with registered customers, while indigitall offers a comprehensive radar of the general audience, registered and unregistered users. Through indigitall’s channels, you will be able to communicate with your regular customers and build their loyalty, as well as open new campaigns to attract new customers. indigitall also offers the ability to segment audiences to make your messages more relevant and achieve a higher conversion rate. This way you can create campaigns taking into account the interests of the users, the location of their devices or their WiFi connection and the apps installed on the smartphone.
In the current digital era, messaging applications have transformed the way we communicate, and we have reached a point where virtual relationships are beginning to take precedence over in-person meetings. WhatsApp has been one of the undisputed applications of this revolution. In our country, its adoption has been significant, and it is not limited to the personal sphere: it has become a powerful channel for multiple businesses. In this article, we will take a journey through the trajectory of the WhatsApp application in Spain and its use in the business environment. What is WhatsApp? WhatsApp is a widely used global instant messaging application that allows users to send text messages, voice messages, images, and videos over the Internet in real time. Founded in 2009, this platform has evolved to include calls and video calls, as well as business functions like the WhatsApp Business API. With an intuitive interface and the ability to create groups and communities, it has become an essential tool for personal and business communication. How many people use WhatsApp in Spain? Currently, WhatsApp has become an almost indispensable application for most Spaniards. While its use has declined compared to previous years, it remains the most widely used. According to recent data, around 85% of the adult population regularly uses WhatsApp, which equates to more than 30 million people. This high adoption rate demonstrates the deep penetration this application has had in Spanish society. Hence, businesses have wanted to harness its potential in communication with their customers. Which country uses WhatsApp the most? If we look at the highest number of users, India leads the way, with over 300 million, followed by Brazil with just over 105 million. But if we focus on representation in the total population, Russia- which created another instant messaging application, Telegram- is experiencing the highest growth, which was 17% in 2021. In our country, the highest growth was experienced a few years ago. Now, it is in a stabilization phase, as the use of this app is already massive. When did WhatsApp start being used? Its introduction in the country dates back to early 2010. As smartphones became more accessible and mobile data rates reduced, the Spanish population began to explore the communication methods that these technologies allowed. It was in 2012 when WhatsApp in Spain began to gain popularity. In this year, smart devices and internet access increased. This was a gateway for the number of users to increase exponentially. What does the word WhatsApp mean in Spanish? WhatsApp is a fusion of the words”What’s Up,” which in Spanish means”¿Qué hay de nuevo?” or”¿Qué pasa?” Since it is an application, the”Up” was replaced with”App,” as they have the same pronunciation. This combination aims to reflect the nature of the application as a tool for staying in touch and sharing updates with friends, family, and professional contacts. The name adaptation facilitated its acceptance and popularity worldwide. What was WhatsApp like in 2009? In its beginnings in 2009, WhatsApp was a simple messaging application. It allowed users to send text messages over the Internet, which was revolutionary compared to traditional text messages that incurred SMS charges. Although it lacked many of the advanced features it has today, its ability to save money on conventional text message costs caught the attention of early Spanish users. WhatsApp Business API for companies Digital transformation has impacted how companies communicate with their customers. In this context, WhatsApp in Spain has been crucial. One of the most significant additions in the evolution of mobile technology has been the introduction of WhatsApp Business API, a tool for companies with the following features: Automation of responses. This API allows for the automation of a large portion of customer interactions, providing immediate information with frequent responses and reducing the workload of the customer service team. Notifications and reminders. It enables sending important notifications to customers, such as order confirmations, shipping updates, and appointment reminders. Personalized attention. Despite automation, the WhatsApp Business API also allows for customization. Companies can segment their customers and send specific messages based on their purchase history, preferences, and behaviors. Integration with business systems. Conversations on WhatsApp can be linked to customer records in the company’s CRM system, providing a complete view of the customer’s interaction history and needs. Omnichannel for centralizing communication. Instead of dispersing interactions on different platforms, companies can consolidate all points of contact on a single platform, simplifying management and providing a comprehensive view. If you want to access an omnichannel platform to centralize all your communications and offer a seamless experience to your clientele, at indigitall you have the option to create your own customer journey by coordinating all your digital channels in a single panel. Check out our use cases, and contact us for more information.
Every decision we make follows a process until it reaches its fulfillment. When applied to purchases, it is known as the phases of the Customer Journey, ranging from the awareness of a need to its satisfaction. Nowadays, there are different strategies that can be applied to make it a pleasant experience for the user and facilitate their conversion into a customer. In this article, we will tell you what they are. What Are the Stages of the Customer Journey? The Customer Journey is literally translated as the”customer’s journey” and could be defined as all the experiences a person has regarding a company and the products and services it offers. It is a process of variable duration. While impulse purchases at the supermarket checkout are quick, buying a house can take months. Due to being a significant expenditure, they involve thoughtful consideration. All the time that passes is what encompasses the different phases of the Customer Journey, which are marketing strategies that guide the potential customer towards the final purchase and subsequent loyalty. These phases are as follows: Awareness Users identify a need and seek a solution on the web. It can be a simple search or come from a recommendation or an ad. The goal in this phase is to capture the attention of consumers and make a good impression. SEO positioning is one of the main strategies used, as it ensures excellent visibility. Consideration The second of the Customer Journey phases is consideration; that is, the comparison between different alternatives. Now, consumers are interacting with a brand and its products or services, evaluating what is offered, its features, added services, purchasing channels, etc. And what strategy can a brand develop? Work on the user experience. To do this, offer different contact methods, incorporate detailed descriptions, include electronic purchasing, secure and reliable payment methods, etc. Decision Once the different options have been evaluated, the consumer chooses the one that best fits their needs and preferences. Here, you can intervene through incentives. That is, offering something that sets you apart from your competitors, as it is no longer just about the product’s characteristics or the shopping experience. For example, loyalty programs, discounts for those who have already visited your website or provided their information, accessible and easy return policies, or a persuasive customer service team. Action Action equals the purchase, but just because a sale has been made doesn’t mean nothing else should be done. If after acquiring a product or service there is no response from the company, the customer may become distrustful, which will tarnish the good impression they had. To prevent this from happening, you can schedule emails with a summary of the purchase and what will happen next. For example, informing them that the order is being prepared, when it will arrive, or how they can get more information. All of this is part of the after-sales service. If everything goes well and the customer repeats, you would proceed with loyalty, and the customers will become brand advocates. What is the Customer Journey Strategy? To carry out a Customer Journey strategy, it is necessary to identify the target customer profile and plan each of the previous phases. This implies detailing the buyer persona with demographic data, behaviors, and desires. Secondly, you must develop the purchasing process they will go through, identifying the channels they will choose, preferred touchpoints, or any inconveniences they may encounter in the process. Each of the mentioned phases of the customer journey should be personalized, and to ensure that the objectives are met, clear goals, such as the conversion rate, must be established. Based on the results, changes and improvements will be introduced. Example of a Customer Journey If you want to understand how the phases of the Customer Journey work, just imagine or recall how you proceeded when you searched for an item online. First, you may see an article on social media that you like, or you need something at home and go online to look for options. At this point, you will analyze the characteristics of each product, read reviews, and check the conditions offered by each brand. Once they have been compared, the user chooses one and proceeds to make the purchase; they add the products to the cart and complete the transaction with payment. Afterwards, they will receive information about the order, and some time after the purchase is completed, they will be offered a promotional discount to encourage them to buy products from the brand again. If you want to develop a comprehensive Customer Journey strategy from a single management platform, Indigitall is what you need. It’s an all-in-one solution from which you can analyze your potential customers and improve their shopping experience, while optimizing marketing and sales strategies and strengthening your company’s image. Contact our sales team for more information!
Mobile Marketing has emerged as an essential strategy for businesses looking to reach their audience in an effective and personalized way. With the proliferation of mobile devices and the increasing reliance on mobile technology, mobile marketing has become a powerful tool for connecting with consumers anytime, anywhere. In this article, we will explore what mobile marketing is, how it differs from traditional digital marketing, the strategies involved, successful examples, solutions and services available in this exciting field. What is Mobile Marketing? Mobile Marketing can be defined as the strategy of promotion and advertising that takes place through mobile devices, such as smartphones and tablets. It involves the creation of content tailored specifically for these devices and channels, with the aim of reaching users in a more personalized and relevant way. Mobile marketing encompasses a wide variety of techniques, from text messaging and mobile apps to social media ads and mobile-optimized websites. Digital Marketing vs. Mobile Marketing Mobile Marketing is a branch of digital marketing, but it focuses exclusively on interacting with users through mobile devices. While digital marketing encompasses all the strategies of: online promotion, online advertising and social media, mobile marketing is specifically tailored to the unique characteristics of mobile devices: they are always available, allow the exact location of the user, have an integrated payment system, and are always carried by the user. Mobile Marketing Strategies Mobile marketing strategies are varied and must be judiciously designed to reach target audiences effectively. Some key strategies include: Social Media Advertising: Leveraging social media to run ads specifically designed for mobile devices. The advanced targeting options they offer allow you to reach highly relevant audiences. Text Messaging and Push Notifications: Send text messages and app push notifications to users to inform them about your offers, promotions, news or important updates on your products or services. Website Optimization: It is important to ensure that websites are responsive and optimized for mobile devices to provide a smooth and user-friendly browsing experience. Geolocation: You can define areas and locations for your campaigns. Using the user’s location to offer promotions based on proximity to physical shops will increase your sales. Mobile Marketing Success Stories with indigitall1. Atlético de Madrid and their use of WhatsApp Business API. This strategy has increased customer loyalty and the convenience of the in-store experience. Successful cases of Mobile Marketing with indigitall ATLÉTICO DE MADRID and its use of WhatsApp Business API. The bot in its WhatsApp account allows them to carry a strategy to increase customer loyalty by providing all the information they want in an easy and effective way. CASA DEL LIBRO and Push Notifications. It has decided to boost its omnichannel and draw a digital strategy in which web and app push notifications play a leading role. It notifies users about new offers, best-selling products or bestsellers, trending items and those whims we were looking for and are no longer in stock. WIZINK BANK and Encrypted Push. This technology improves the customer experience and reduces the uncertainty of online shopping. It has been able to take advantage of push notifications by extending their use to meet the requirements of the European PSD2 directive, specifically the need to implement two-factor authentication for online purchases(SCA). With its use, not only has it managed to increase the security of its transactions, but it has also considerably improved the user experience, helping them to validate monetary movements directly and easily. Mobile Marketing Solutions and Services Several solutions and services are available for companies looking to implement effective mobile marketing strategies: Mobile Application Development: Specialized companies can assist in the design and development of mobile applications that meet your brand’s needs. Mobile Marketing Platforms: Companies that offer a set of digital communication channels such as: push notifications, sms, WhatsApp, wallet(see more link home) where you can create your own communications with the help of Generative AI. Digital Marketing Agencies: Specialized agencies can collaborate in the planning and execution of mobile marketing strategies, taking advantage of their know-how. Finally, Mobile Marketing has redefined the way companies connect with their customers today. Through personalized strategies and innovative technologies, brands can reach their audiences more effectively and deliver unique experiences. Whether through mobile apps, social media advertising or text messaging, mobile marketing offers a world of opportunities to build strong and lasting relationships with consumers.
Digital platforms allow for much more direct and personalized communication with users. This, in turn, translates into an increase in the conversion rate, as users see solutions that cater to their specific needs. One of the techniques that helps increase sales for an online business is what we know as push notifications. Throughout this article, we will show you some examples of push notifications that yield the best results, and we will explain how to apply them correctly in your company. What are web push notifications? Push notifications are instant messages that appear on the main screen of a device, whether it’s a computer or a smartphone. These notifications have customizable text and images and are linked to web pages. One of their strengths is that the user doesn’t need to be actively browsing that page to receive these notifications. So, every time there’s new information that might be interesting, the user will receive a personalized push notification. It’s worth noting that push notifications can also be linked to apps, in which case, the functionality is the same, only the information comes from an app instead of a website. How do they work? Generally, web push notifications have a high degree of automation. The messages are sent from a specific server of a webpage to devices where users have the corresponding browser installed. They appear as alerts similar to what you see when you receive a WhatsApp message, showing you who sent it and what it says in the notification on the screen. Furthermore, push notifications are received only when users have granted the necessary permissions to receive such notifications, also known as opt-ins. Once they accept, notifications can reach both desktop and laptop devices without the need for the user to be actively on the website. Web push notifications on iOS and Android Until a few months ago, devices running the iOS operating system could only receive push notifications from apps, not from web pages. However, since the beginning of this year, and thanks to the iOS 16.4 update, this is now possible. Advantages and specific examples As we’ve mentioned, the use of push notifications can be truly beneficial for businesses with a digital presence. Here are some of the most important benefits: Increase Engagement Ratio: Messages that encourage users to make a particular purchase proactively can help them decide and complete the purchase in case of doubt, or they can help increase traffic to your website. Instant Communications: If there’s breaking news that you can leverage for business or you want to run a seasonal promotion, push notifications offer an immediate and direct communication channel. Recover Abandoned Carts: Sending a message to someone who initiated an online purchase but didn’t complete it can convince them to finalize the purchase. Push notification success examples The theoretical advantages of using push notifications are clear, but it’s important to note that not all push notifications work the same way. One key to effective notifications is to avoid making them seem like spam messages, which isn’t always easy. Let’s look at some of the most successful push notification examples: Reminders: Some companies, particularly those in the health sector, can send push notifications to remind customers of medical appointments, which is generally well-received. Useful Information: Sending up-to-date and relevant news related to your professional sector, as gathered in your blog, can help increase visits. Promotions: If you want to offer a promotion to your customers, you can communicate it in an original way through push notifications. This strategy is commonly used by companies like Booking. Cart Recovery: Companies like Amazon use push notifications to recover abandoned shopping carts. They use messages like”Your cart is waiting for you,” encouraging customers to continue with their purchase. At indigitall, we assist you in building a push notification strategy that fits your customers and needs, aiming to increase your sales percentage and retain new customers. We also offer guidance in the process and help you make it easier for users to accept opt-ins. Shall we get started?