Think of them as the new-and-much-improved next generation of those web pop-ups and interstitials that still haunt your dreams. There’s been a lot of buzz around web push notifications, but not nearly as much attention given to their sister channel, in-browser messages. A similar thing has happened in the web messaging space.

When mobile messaging first became a thing, marketers focused a lot of attention on mobile app push notifications-which, since they were a new way to reach users, made sense-but too often neglected to take advantage of in-app messages, which can do just as much to boost customer engagement. Some of those efforts have been more successful than others-web pop-ups and interstitials gave marketers the ability to share a message with web visitors, but often did it in ways that were alienating instead of valuable-but over the past five years, we’ve see a new generation of web messaging coming into view, making this sort of engagement a real possibility for the first time.īut how marketers embrace that possibility matters. Since the early days of the web, brands have been looking for ways to communicate effectively with their web audiences.

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