The Role of Push Notifications in App Marketing

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push notifications

push notificationsWhile I agree with the best practices described in this PandoDaily article “How to use much-hated push notifications to build loyalty “, overall I’m not sure how appropriate “push notifications” are in carrying on “conversations” via mobile.

A recent survey by X+1, showed an abysmal consumer attitude toward marketing channels on mobile, where only 6 percent of consumers surveyed, found the information on mobile apps accurate and valuable. Compared to 28 person finding personalized web experiences accurate and valuable and 32 percent finding email accurate and valuable. Email? Accurate and valuable? Believe it or not, many marketers have emerged wiser, from the early spam days, and now know that to be heard on email, is to be accurate and relevant. This lesson on creating relationships based on the useful exchange of information must be carried over to mobile.

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Ways of engaging app users on mobile devices around relevant content is something we at Polymash are exploring, but I see only a minimal or supportive role for push notifications to play a part in this.

In my way of thinking, engagement around content is very difficult to achieve on mobile devices in the first place. As the popularity of a single click “Like” interactions shows, typing in longer comments can be a significant barrier to entry on smartphones at least.

However, on tablets and mobile web platforms the ability to carry on a conversation needs it’s own user interface, and unlike commenting systems on the web, standards and best practices around this are still emerging.

I feel bi-directional commenting / chat as well as single click interactions are an important component, and push-notifications merely serve as an alert system in that context.