Push notification – Push notifications are those alerts we receive through apps 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 specialist Victor Okuma, country manager of Indigitall in Brazil, this technology is evolving, making it possible to identify trends in this feature 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 supply of push notifications in the global market, including integrated with artificial intelligence. “AI, for example, can be used in push notifications to map consumer preferences and habits, ensuring that messages arrive at the right time and with the appropriate content,” he explains.
According to the specialist, 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, which provides a more engaging experience for the user. This not only highlights the product or service being 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, thus establishing itself as a powerful engagement channel.
02 – Interactive buttons: By adding buttons, push notifications offer direct action options such as “Buy now”, “Learn more”, “Chat on Whatsapp”, or “Add to cart”. This approach simplifies user interaction with the brand, reducing the number of steps needed 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, generating a higher conversion rate.
03 – Artificial Intelligence: The integration of AI in 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 concludes.
04 – Group segmentation: Advanced tools allow for much more precise and efficient segmentation of customer profiles using behavioral, demographic data, and individual preferences. This makes it possible to group users into specific segments, such as shopping 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 improving the user experience.
05 – Cryptography: as a trend, encrypted push notifications are arriving, that is, those that preserve privacy and ensure the security of exchanged information, preventing frauds 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 Push notifications.
06 – Centralization of communication through a ‘Customer Journey’: The Indigitall expert 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 on a single platform allows brands access to privileged information, data cross-referencing, and, from that, adoption of practices and strategies of great proximity to the customer, which will ultimately lead to greater adherence to promotional messages notified via push. The executive from Indigitall describes: ‘For example, after a checkout on the website, the customer can receive a message from the company on their WhatsApp or email – even an audio message from the company’s CEO thanking them. This generates satisfaction. Later, when receiving a promotional push notification, the customer is 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 into a single platform, one of the differentials of Indigitall,’ 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. The startup, for example, is present in 14 countries, serving over 200 clients, including major brands such as Claro, Movistar, Televisa, Starbucks, Carrefour, Bankinter, among others. Two of the biggest football clubs in Spain and the world, located in the Spanish capital (home to 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 having raised 6 million euros in an investment round in its home country in April. “We are just starting now. But by 2025, we intend to double our operation in Brazil,” Okuma says. Indigitall is an official partner of Meta (WhatsApp, Instagram, and Facebook) and in Brazil, it already serves the national operations of McDonald’s and Verisure.
