Will Mobile Push Notifications be the Cause of Marketing Emails Extinction?
The past year has marked the biggest smartphones sale in history. With this rapidly growing invasion of smart mobile phones, it seems that business and marketing are set to experience yet another significant shift.
Push notifications is one of the many things that arise with the spread of smart phone usage. These notifications can come from a wide variety of sites from Facebook to banks to news websites. Push notifications are existing in most smart phone operating systems and range from trivial to useful ones.
Regardless of the relevance of push notifications though, there is no denying its steadily growing influence. As of the latest study regarding the topic, it has been found that 52% of smart phone users turn on push messaging on their devices.
Push Messaging: Rapidly Rising Tool Utilized by Big Names
Kuhana, a mobile notification company show that 40% of their click through ratings is courtesy of push messaging.
As more channels and devices are made available for consumers, the initial communication methods like e-mail are slowly stepping back in the back stage. For starters, people now prefer fast and easier media of communication such as instant messaging than electronic mails.
This knowledge and first-hand experience of available options faster and easier than email make consumers more inclined to enable push messaging than emails.
Still, this does not mean that brands should already splurge their funds to get their own apps for push messaging.
There are available third-party venues that allow an alternate which may be cheaper and more practical at the present. Such venues are Apple Passbook, Instagram, Facebook, Twitter, Pinterest, among many others. These avenues allow companies to create a means for quick messaging. In many cases, easy and swift messaging can even be enabled with geo-specifically.
Other alternatives that businesses may want to consider are BLE or Bluetooth Low Energy, Wi-Fi grids, Beacons, and other programs that allow delivery of relevant in-store communications to consumers.
How and When to Use Push Messaging in Business Advertising
What happens next after a business decides to try their hands on push messaging?
Timing and method are two essential considerations when one wants to make the most out of instant messaging.
Here are a few key questions to help business owners or advertisers optimize the power of push messages:
1. Is it an appropriate time to push a certain notification to the target market?
2. Is the company able to get more details based on context and time location that will add value to the notification?
3. Are there other notifications pushed within the past hour, day, week, or month? If so, how many?
4. What were the types of notifications which resonated with consumers in the past? If they worked before, is there a chance that they will work again?
5. How will the mix of messages look in a customer’s point of view? Are the messages educational? Are there personalized messages? Have all important points regarding the customer been taken into account?
In the same way that social media marketing requires timing, it also takes scheduling and content skill to make the most out of push notifications.
The relevance of marketing emails may have hit a plateau but its continued usage as push notifications steadily rise still remains to be seen. Will push messaging be a much better replacement of email in your own business?