Companies are investing a significant amount of money in customer relationship management and direct marketing strategies. With improved connectivity and mobile devices, Direct marketing tactics have changed and become more targeted. Modern capabilities and push alerts have opened the way to more consumer connectivity and viral marketing, and even new ways to acquire customers.
Forrester released a study report, “Push Mobile Engagement to the Next Level,” which instructed marketers to incorporate their marketing strategy into push notifications. This maximizes the potential of the new technologies of connectivity within the market ecosystem. (1)
This is not a replacement but an Assurance.
Many people are downloading and using different tasks-related apps to streamline their daily routine and transactions. Push notifications can be used to boost traffic and generate higher conversions as people spend more time with apps. They act as a balancer for the most common messaging tools while allowing for more excellent quality and more customized analytics and management of customer relations.
Push Analytics for Marketers
The use of push analytics can be utilized by companies to assess the significance of the incentives they provide to their clients. To ensure that push notifications are more streamlined in terms of frequency, content as well as timing, push activities of the business must be assessed. The push analytics could be utilized as an essential element to assess and evaluate the performance of the app’s acquisition of users, engagement, and conversion. Push notifications allow you to determine the effectiveness of an app that was released via push notifications. Also, it measures the efficacy of the push notifications by using a unique ID.
The degree of commitment of users can be determined by analyzing measures. This can include app launch as well as the time that users spend using the app, as well as the number of times that the app was used. This is a measure for both non-push and push users. When comparing and contrasting the two types of users with this number of metrics, the effects from push messages can be calculated. Enterprises can take one step further to analyze and contrast the efficacy of different categories of push notification: transactional (service or order) and direct selling and event-related. (2)
The Edge Over Other Messaging Tools
Customers must complete a web-based form or type in a keyword to be eligible for receiving promotional offers and discounts from the company. Contrary to this, however, the application of the specific brand must be downloaded to be notified via push. Although text messages are believed to its a greater reach to customers reach, push alerts offer an approach that is more focused. When downloading an app from an individual brand, the user makes an informed choice. When compared to text messages, companies are able to make use of data based on location for targeted marketing. For instance, a person who is in proximity to a shop can be informed of sales or discounts for purchase in a flash. This is not possible with SMS-based messages.
According to the Forrester report, push notifications could prove to increase engagement tools through improved personalization and relevance from the consumer’s viewpoint. They allow marketers to create more personalized messages to individual customers at the appropriate moment. (3) This significant level of communication and targeted CRM strategies are lacking in text messaging.
Text messaging doesn’t require contextual information and timing when delivering the message to the customer. However, for high-end smartphones, data is gathered from the device’s accelerometer and gyroscope to allow real-time communication with customers. This is possible in the most suitable time and in the best setting. A person driving at a speed that is high would not receive a medical notification at that moment.
Text messages are just an instrument for communication. However, push notifications are tools for engagement that aim to build relations between brands and the user by delivering content. This creates loyalty and re-engagement by rewarding customers for engaging in specific actions. Pharmacy owners can push out new promotions and remind customers of dosages and the timing of prescription intake or send reminders to refills. Text messaging does not support the same CRM strategies. (4)
An SMS or email may get lost in spam and may appear more distracting. Push alerts do not disappear since they can be viewed as ‘now’ or ‘later.’ They are more engaging than text messages that are merely text-based. Push alerts could be multimedia that includes a call-to-action feature.
Push notifications enable marketers to implement an integrated strategy of cross-selling and buy-up-selling. This is achieved through specific client targeting using segmenting customers and pushing analytics.
Alongside the increase in traffic and push notifications, they can be used to notify users of new versions, updates, or feature releases, as well as bugs to users who are engaged and increase the app’s score. Users who are not active can be attracted by giving them a push message to get feedback. Utilizing push alerts as a feedback tool or survey for customers to test new features or offer in real-time can prove highly beneficial to the app’s creator. (5)
Marketing professionals benefit from the push effect by connecting their CRM and marketing strategy. They achieve this through push strategies while maintaining an overall consistency in the communication frameworks of the company.
(3,4) Husson, Thomas, Melissa Parrish, and Emily Kwan. “Push Mobile Engagement to Next Level, Forrester Research.” 17 October 2013. Issuu’s Website. 13 March 2015.
(2) Sandquist, Carl. “Are you evaluating the quality of your notification pushes?” 10. April 2013. Adobe Website. 13 March 2015.
(1,5) Tode, Client. “Push notifications must be integrated into direct marketingand methods for managing CRM. Forrester.” 18 October 2013. Mobile Marketer. 13 March 2015.
The way to keep users interested in your app on a continuous basis is known as an engagement plan for mobile devices. When you release a brand new mobile app to the marketplace and put money into advertising your app to gain an increasing number of downloads, establishing a strategy to keep users interested in your app is a crucial decision you can make to safeguard your investment and get the most from it. The most important question is how to get your users to sign up? Based on the nature of your application, users could or might not use the app regularly.