Google makes mobile websites more app-like with Chrome push notifications

The likes of eBay and Facebook will soon take advantage of the feature

Google has taken a big step in its efforts to make mobile websites act more like native applications on Android smartphones, by adding notifications to its browser.

One of the most convincing arguments for building an application instead of a website has been the ability to send notifications to users. Google is hoping to narrow that advantage by adding the feature to version 42 of its Chrome browser for Android.

As a result, Android developers no longer have to decide between the engagement potential of a native app and the reach of a mobile website, Google said in a blog post on Monday.

For users, the notifications will look and act as those sent from applications. They still show up in the notification tray, but a click takes users to a website instead of an app. Users still have to opt in before a website can send them any messages.

Over the coming weeks, early adopters such as eBay, Facebook and Pinterest will start sending notifications, according to Google.

What notifications offer was a major theme at a recent event organized by the Online News Association in London.

While they offer the opportunity to engage more closely with users, they are also the easiest way to get them to uninstall an app if not done right. It's important to be upfront with how many notifications will be sent and what they will cover, and then stick to that, speakers at the event said.

Companies like Roost and Mobify are providing services that aim to make it easier for developers to integrate push notifications with their sites. The former lets companies use its dashboard, its APIs and its WordPress plugin to send notifications to Chrome users on Windows, Mac, and now Android, it said in a blog post.

This upgrade is part of a larger effort by Google to make mobile-optimized websites look more like installed apps when using Chrome. The upgraded version also lets developers add a pop-up banner that users can click on to add the site to their home screen.

Other recent changes include full offline support, and access to device capabilities such as the camera and geolocation, according to Google. These new features will continue to improve and evolve over time, removing the difficult choice for developers between the reach of the mobile web and the engagement of native apps, it said.

Send news tips and comments to mikael_ricknas@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in