Push notification – or push notifications – are those alerts we receive through applications or websites on our smartphones. The types of push notifications can vary widely, from reminders for contact maintenance, sales promotions, payment reminders to service status updates, creating personalized opportunities for interaction between companies and customers.
According to the expert Victor Okuma, country manager of Indigitall in Brazil, this technology is evolving, making it possible to identify trends of this resource for 2025. Indigitall is a Spanish platform that recently entered the Brazilian market. Among other solutions for automating contact and relationship channels, the company is a reference in the development and provision of push notifications globally, including integrated with artificial intelligence. ‘AI, for example, can be used in push notifications to map consumer tastes and habits, ensuring that messages arrive at the right time and with the appropriate content,’ he explains.
According to the expert, the five main trends of Push Notification for the next year are:
01 – Use of media (gifs, images, and videos): Push notifications are evolving beyond simple informative texts, incorporating multimedia content such as gifs, images, and videos, providing a more engaging experience for the user. This not only highlights the product or service communicated but also makes the notification more interactive and visually appealing, increasing by up to 45% the chances of being accessed compared to a normal push notification and thus consolidating as a powerful engagement channel.
02 – Interactive Buttons: By adding buttons, push notifications offer options for direct action, such as “Buy now”, “Learn more”, “Chat via WhatsApp”, or “Add to cart”. This approach simplifies user interaction with the brand, reducing the number of steps required to complete an action, such as making a purchase or accessing an offer. These buttons can also be customized with multimedia content, such as gifs and images, resulting in a higher conversion rate.
03 – Artificial Intelligence: The integration of AI into push notifications is becoming a dominant trend. AI can identify the best communication channel with the customer, such as WhatsApp, email, or website, and can optimize campaign targeting based on previous interactions. Additionally, AI determines the ideal time to send the notification, increasing engagement chances. “In other words, the brand message tends to reach the consumer at the moment when they are most likely to open, read, and stay connected to the app or website,” explains Okuma. “This enhances the effectiveness of campaigns,” he adds.
04 – Group Segmentation: Advanced tools enable much more precise and efficient segmentation of customer profiles using behavioral, demographic, and individual preference data. This allows grouping users into specific segments like buying habits, interests, interaction history, and even geographic location. With this segmentation, push notifications respect the right context and the most opportune moment for interaction with the brand, significantly enhancing the user experience.
05 – Cryptography: as a trend, encrypted push notifications are emerging, meaning those that preserve privacy and ensure the security of exchanged information, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the communication process. With this feature, companies offer a more secure and reliable environment, increasing customer confidence when interacting with the brand through push notifications and other forms of digital communication; this technology is widely used by banks and companies in the financial sector, often replacing channels like SMS with encrypted pushes.
06 – Centralization of communication through a ‘Customer Journey’: The Indigitall specialist notes that, as important as the mentioned items, automation, integration, and centralization of a company’s communication channels with its audience are crucial. Unifying this complete flow in a single platform allows brands access to privileged information, data integration, and, based on this, the adoption of practices and strategies closely tailored to the customer, which will ultimately lead to greater acceptance of promotional messages notified via push. The Indigitall executive explains: ‘For example, after a checkout on the website, the customer can receive, on their WhatsApp or email, a message from the company – even an audio message from the company’s CEO thanking them. This creates satisfaction. Later on, when receiving a promotional push notification, the customer will be more likely to open it. It is the type of solution that the manager defines as a complete flow of the entire customer journey, automated and integrated on a single platform, ‘one of Indigitall’s differentiators,’ as he emphasizes.
According to the executive of Indigitall, these innovations demonstrate the increasing impact of technology on the global scene, with companies from various sectors seeking more efficient and personalized solutions. For example, the startup is present in 14 countries, serving over 200 clients, including big brands like Claro, Movistar, Televisa, Starbucks, Carrefour, Bankinter, among others. Two of the biggest football clubs in Spain and the world, located in the Spanish capital (the headquarters of Indigitall), are also clients: Real Madrid and Atletico de Madrid.
Based in Spain, the company is focusing this year, especially on its operations in Brazil and the United States, after raising 6 million euros in April in an investment round in its home country. “We are just starting now. But by 2025, we plan to double our operations in Brazil,” Okuma states. Indigitall is an official partner of Meta (WhatsApp, Instagram, and Facebook) and in Brazil, already serves the national operations of McDonald’s and Verisure.
