Page 20 - index
P. 20
BEST PRACTICES & STRATEGIES
What app push notifications can accomplish
and marketers have to consider
Push notifications are a relatively new channel in the panion - the smartphone – at best, personalized and in
digital dialogue marketing but need as a prerequisite that real-time, adjusted to the context of use.
the user installs an app of the advertising company or
one of its partners. Only then the marketer can send Since users generally get much less push notifications
messages to the users’ smartphones via the app, even if than other messages, and push notifications are in gen-
the person is not actively opening the app. The push no- eral displayed separately (a single notification with
tification appears on the smartphone, comparable to an headline and logo of the provider rather than "you have
SMS or WhatsApp message, and typically - but not nec- 8 new messages in 3 chats"), they stand out of the
essarily - links to content in the app. crowd. According to a recent study of Thanx, push noti-
fications reach opening rates of 47%-80%, depending
Since push notifications from apps have exceptionally on factors such as timing, occasion or relevance, as
high interaction rates and can be used effectively to re- well as the industry or engagement rates (CTRs) which
spond to triggers in mobile contexts, they have become vary between 12% (retail) and 40% (finance and ser-
an indispensable channel in the digital dialogue market- vices).
ing. Let’s take a look at what marketers can achieve with
push notifications and for what kind of applications they Due to the direct link to the app, push notifications are
are most suitable. particularly suitable to generate regular activity in the
app. However, the biggest advantage of push notifica-
A multitude of communication channels require the at- tions is, according to Urban Airship, the on average
tention of smartphone the user, such as mobile email, 26% higher open rate and 92% higher retention rate
SMS, social media posts, messages from WhatsApp and compared to apps without push notifications.
other mobile messengers.
In fact, studies of Kahuna and Localytics come to simi-
So what are the benefits of app push notifications? lar results, and Flurry Analytics claims there have been
already 1.85 billion mobile app users worldwide last
Push notifications are particularly eye-catching and per- year and that 52% of them use push notifications.
sonal, reaching the users directly on their constant com-
20 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
What app push notifications can accomplish
and marketers have to consider
Push notifications are a relatively new channel in the panion - the smartphone – at best, personalized and in
digital dialogue marketing but need as a prerequisite that real-time, adjusted to the context of use.
the user installs an app of the advertising company or
one of its partners. Only then the marketer can send Since users generally get much less push notifications
messages to the users’ smartphones via the app, even if than other messages, and push notifications are in gen-
the person is not actively opening the app. The push no- eral displayed separately (a single notification with
tification appears on the smartphone, comparable to an headline and logo of the provider rather than "you have
SMS or WhatsApp message, and typically - but not nec- 8 new messages in 3 chats"), they stand out of the
essarily - links to content in the app. crowd. According to a recent study of Thanx, push noti-
fications reach opening rates of 47%-80%, depending
Since push notifications from apps have exceptionally on factors such as timing, occasion or relevance, as
high interaction rates and can be used effectively to re- well as the industry or engagement rates (CTRs) which
spond to triggers in mobile contexts, they have become vary between 12% (retail) and 40% (finance and ser-
an indispensable channel in the digital dialogue market- vices).
ing. Let’s take a look at what marketers can achieve with
push notifications and for what kind of applications they Due to the direct link to the app, push notifications are
are most suitable. particularly suitable to generate regular activity in the
app. However, the biggest advantage of push notifica-
A multitude of communication channels require the at- tions is, according to Urban Airship, the on average
tention of smartphone the user, such as mobile email, 26% higher open rate and 92% higher retention rate
SMS, social media posts, messages from WhatsApp and compared to apps without push notifications.
other mobile messengers.
In fact, studies of Kahuna and Localytics come to simi-
So what are the benefits of app push notifications? lar results, and Flurry Analytics claims there have been
already 1.85 billion mobile app users worldwide last
Push notifications are particularly eye-catching and per- year and that 52% of them use push notifications.
sonal, reaching the users directly on their constant com-
20 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
