When you download an app to a phone, laptop or tablet, a message will often pop up asking you whether you’d like to sign up for push notifications. Used to enhance customer experience and keep the consumer and client connected, they keep customers in the know and updated, whilst also allowing them access to a world of information. For mobile apps to attract new customers, they must ensure customers return time and time again.
If you’ve recently updated an app or you’ve made significant changes to your online platform, you can let clients know by sending them a push notification. Just as the name suggests, this notification will give them a little push in the right direction. It is, however, important not to abuse this service – too many notifications will only annoy consumers.
If you own an app or have control of a company app, it’s important to realise the many marketing benefits of push technology. As long as it isn’t overused, push technology is an extremely efficient and effective way to connect with customers, whilst increasing brand loyalty.
The facts and figures
Research by start-up company Urban Airship, has revealed the benefits of using push notifications:
- Individuals using this technology experienced a 540% increase in daily app opens
- 3x faster response time than email
- 30% increase in social sharing on social media platforms including Facebook and Twitter
Just as these figures suggest, if this tool is used correctly, push notifications are able to promote healthy engagement results – one of the reasons they’re proving more popular than email channels.
Getting it right
In order to ensure you’re sending out the right notifications, it’s imperative that the message adds value to the user’s day. You can ensure this by including a thought-provoking call to action as part of any message.
Examples of when push notifications have been a success
The London 2012 Opening Ceremony is one example of when push notification technology was put to great use. Alex Balfour, Head of New Media at the London Organising Committee for the Games, found that 60% of online traffic was received through mobile devices and apps at the event.
The application used sent users 10 million location-based push messages. These were promoted in the stadium and at other Olympic venues and included information on upcoming event dates, as well as photos from the ceremony. The result? A click through rate that was almost ten times higher than the rates generated by game-related emails.
Many marketing professionals are unaware of what can be achieved by embracing push technology. If you’re one of these individuals, now is the time to embrace this powerful communication tool.
