In the right hands push notifications are the marketerâs new power tool | DMA

Filter By

Show All
X

Connect to

X

In the right hands push notifications are the marketerâs new power tool

As smartphone penetration in the UK pushes over 75% of all mobile users (comScore mobiLens May 2014), push notifications are proving themselves to be right up there with email in terms of their power to deliver the right messages to people at the right time and, importantly, in the right place.

The push notification is a key part of many users’ app requirements, with seven out of 10 people enabling push notifications on their mobile devices, according to a new consumer survey by the DMA. And, used correctly, they can be an effective way to generate interest in brands, drive footfall and encourage online purchasing.

Marketers looking to use push notifications need to focus on offering enhanced content and purchasing experiences otherwise people will simply switch off to them. Four out of five people say they would disable or uninstall an app if they were unhappy with the notifications they received. On this note, it seems that “boilerplate” non-personalised messages are not popular; 79% of respondents stated a desire to be able to customise or personalise the notifications they receive.

So how should marketers approach the marketing push notification? One approach to consider is one that integrates email and social, as well as app notifications. Ideally, this should all be part of a channel and technology-agnostic comms plan that reflects the insight from your data strategy. Specifically for apps, most of the same rules and warnings apply as they do for other customer communications.

Here’s a quick checklist of the dos and don’ts of push notifications:

  • Do sell the benefits of receiving your messages
  • Think about whether or not to ask people to enable notifications upon install or whether you should wait until you can illustrate their benefits from within the app
  • Don’t send too many
  • Do make sure that they are relevant and conform to expectations.
  • Do include a call to action
  • Do ensure that they are in sync with your 1-to-1 marketing, email and other customer comms.

I’d be interested to hear about your experience of using push notifications in your marketing.

By DMA guest blogger Douglas McDonald, Client Services Director, Underwired Limited and DMA Mobile & Connected Marketing Council member

See the full results in the DMA push notification infographic

Hear more from the DMA

Please login to comment.

Comments

Related Articles

A telemarketing programme involving hundreds of one-to-one conversations with customers and prospects is the perfect opportunity to perform a thorough proof of concept. It enables you to learn quickly and validate your approach in a systematic, transparent way, so you set off on a better track.

Depositphotos_667828676_S (1).jpg

Economic pressures have plagued households for several years, with brands facing the challenge of engaging consumers who are more budget-conscious than ever before. As a result, brand loyalty has sharply declined, with 61% of consumers being less likely to stick with brands in 2023 compared to 41% in 2022.

Cost of Living Exit Strategy Report 20244

Purple Square’s Tim Biddiscombe interviewed marketing data and tech industry veteran Andy Masters about the essential roles of listening, learning and trust in building holistic and effective customer journeys.

Thumbnail Reimagining CX _Andy Masters 600x400.jpg

Generative AI platforms are remarkably easy to use. But we must remember that generative AI cannot read our minds (at least, not yet!). Generative AI is only as effective as the prompts you provide it with and the data fed into it.

Guide to Generative AI_image.jpg