Mobile Push – marketing that will honor your brand communication
Thinking about push may give the impression that we are talking about something exotic, but everyone has contact with this phenomenon every day! Why there is such a low awareness of what it is? What notifications have to do with marketing? What role do they play in the omnichannel communication strategy, which we often hear about at Redlink.en?
What is the history of push?
The idea of sending notifications was born during the creation of iPod Touch and the first iPhones, that is when the first applications were installed on these devices. They are the ones where it was decided to implement the possibility of receiving notifications. They were the first devices to send the first push notifications. Mateusz Zawidzki boldly points out that Silicon Valley is behind the origin of mobile push and it was Apple that started this trend.
Which shouldn’t surprise anyone, after all, this is the company that first offered the touch screen. After all, Apple did indeed once dictate the discourse and was characterized by a high level of innovation, hence the multitude of customers who faithfully worship its technological.
What are mobile pushes?
Push messages are simple notifications that are used to make the user familiar with a message. – It often happens that this notification is overloaded and then it is not as useful. From the consumer’s point of view, it is important that it is short, while the process of its creation is all the intelligence that stands on the side of the application publisher. We deal with m.in order to support this process, properly arrange it so that the push messages are useful; explains Product Manager at Redlink agency, Mateusz Zawidzki.
Push Marketing is another word for notification marketing, which through targeting is supposed to exert specific behaviors on users in order to achieve the set goals within the operational strategy of a given company.
Why push notifications are beneficial for business?
Push marketing communication can be divided into several variants, and everything depends on who and how it will be used. We can distinguish m.in. informational, marketing – sales and transaction notifications.
Informational messages are those, which inform the recipient about some fact. – Information pushes, for example. In the retail industry, when stores may or may not be open, and the app publisher can inform the customer, for example, that a non-trading Sunday involves the opening or closing of a store. If it closes, the message may include a purchase suggestion from an app or online site. This can apply to any outlet, including banks, and we can also use these notifications to inform you about bank interruptions and other such issues on a particular day – explains the expert.
Marketing and sales notifications are those that increase brand awareness, engage users and activate them at some stage of the sales funnel on the path to conversion. – Pushe related to marketing are those with promotions, discount coupons, informing that the sale begins. Such communication can also be linked to abandoned shopping carts. After events in the application, we check what was the user’s last behavior in the application, then the user gets a personalized message based on his/her last actions – says Zawidzki.
Why experts consider push to be more beneficial than SMS, mms or e-mails beloved by marketers?
Mateusz Zawidzki opts for push communication for several reasons. First of all, this type of notifications is very easily measurable and scalable. The expert explains that we are able to check quite accurately what was the effectiveness of sending these notifications. What do you mean by effectiveness check?? We can check, for example: how many people responded to a given mailing, how many people opened an app, how many people closed a given notification. – Based on such mini-surveys of our users, we are then able to change and edit all our communication on an ongoing basis – adds.
PUSH or e-MAIL?
We may be asking ourselves a careless question like: Why not stick to mailing? Why pack in the next investment? After all, no one reads the notifications, I never respond to them. – we’ve been corralling in our heads burned budget scenarios.
First, it’s important to realize that we are not the navel of the world and just because we don’t do something doesn’t mean it equals the general population. Otherwise all the science based on statistical, sociological and usability studies would not make any sense. – From a purely statistical point of view, when it comes to mailing, CTR among mass-mailing is on average 2%, in the case of push it is 8-10%. When it comes to sms it’s 25%. However, which would be the best and most effective it depends largely on the specifications of the brand. – estimates PM from Vercom.
He also adds that the cost of sending text messages is much higher than push and each message of this type costs between several and a dozen or so groszy, depending on the volume. Multimedia Messaging Service communication is usually several times more expensive. Push notification communication is therefore a compromise between efficiency and the cost of that efficiency.
Beyond costs, we can see other benefits. – At the same time we can to some extent become independent from external entities such as mobile network operators or e-mail providers. Of course within redlink we try to do everything so that these messages don’t end up in spam, but in the case of push notifications we are able to make the communication more precise by individual approach to the user within the application, which gives us many more options – convinces Mateusz. – Application publisher directs and creates his own communication channel, independent from other entities, but I think that above all, it’s worth testing all of the types of notification communication, whether it’s mms, sms, email or push. If clients leave us such data as phone numbers, e-mail addresses or if they have just installed our application, it’s worth testing particular channels and checking which of them have the highest CTR – explains.
Notifications + spam = bad pr and developer response
The manager also quoted an anecdote with notifications. It turns out that we’ve been dealing with notifications for about twelve years, and with emails and text messages for over 30. And while texting has indeed been used for intrusive communication, as has email, neither channel has been as widely ostracized as push notifications.
These from the first years of their existence flooded users with useless and repetitive content, which eventually resulted in rotten fruit. – The same messages were sent too often and were treated as spam. Now I can see that most of the brands have thought about it and if a user gets the same notification three times in a row and doesn’t react to it, then he/she is probably not interested in our product, service or the functionality given by the application. System developers have already managed to intervene in this matter, in connection with which this receipt of notifications has the ability to turn off – says the expert.
Of course all communication has changed from this angle. In each newsletter we have the possibility of unsubscribing from the mailing base, so it’s easy to get rid of such communication. Text messages can be blocked by adding the contact to a device’s blacklist or the appropriate procedure described in privacy policies, and push notifications are easily eliminated from either the app or the operating system of the device on which the app is installed.
– Averaging, we can say that less than 20% are iOS users and more than 80% are Android users. In the case of Android, most users have the ability to automatically receive notifications and effectively we are able to provide them. About 5% turn off notifications. This is possible from the device’s operating system or application panel – enumerates Mateusz.
He also declares that this is what makes app publishers recognize that they are obliged to take care of this communication if they want it to be effective and not be turned off. – Whereas with iOS it’s a little different. Apple designers decided to ask permission from the beginning if users are interested in receiving notifications. And on average 25% of them give such consent – adds.
How to deal with disabling push notifications?
What if a user turns off receiving notifications from us? In either case, if someone opts out of notifications we can salvage the situation with the right technique and content. When someone has notifications turned off you can send them in-app message or pop up in app. The strategy is to use the app to communicate what benefits staying with notifications turned on will provide.
This is especially important for owners of the system from Cupertino.
If we communicate to customers that they can find out first about discounts before the rest, or in the case of e-commerce, that in-app sales will start a day earlier than in stationary stores, which in the case of a limited assortment or very high demand and low supply or exclusivity of a particular collection can have a huge effect in the form of a positive response to a request to turn on notifications. Everything is focused on the content and its usability from the customer’s point of view. If we send information that is useful from the user’s point of view, we will quickly find out that the consent for receiving such notifications may be much higher than expected.
The rise of push marketing
– Applications related to the loyalty program, coupons discounts. Yes, the market is learning and changing dynamically. The second version of the application or a new application makes push marketing more and more important, our customers have noticed that independence and building their own communication channel and a well-built process is the basis for customer involvement in the purchase. Remind him of promotions, inform him of activities or fees – reports a guest on the Mobile Trends Podcast.
Push notifications will be increasingly taken into account in omnichannel communication, precisely because more and more companies decide to have their own applications. Having their developer products already generates some kind of experience, with Redlink boldly stating that these companies themselves are seeing how important this segment of communication is becoming. Learning from the experience of your first app, especially when something has been tried and tested in the app gives you an overview of what users did in the app and what bothered them, or at least what they didn’t do in the app but assumed they should have.
What’s more, the words of the specialist are rightly directed at the social media themselves, on which the business has so far relied almost unreflectively and submissively.
Today it is already known that it is not so difficult to get an advertising account blocked, an advertising message removed or simply its character demotivated. There are also indications that algorithms or the people behind them can easily manipulate our budget by cutting off reach. This situation will result in a much higher expenditure directed to the campaign to achieve relative effectiveness.
Anyway, the policy of big tech is increasingly not liked by investors, and Mark Zuckerberg is under censorship not only of the European Union, but many businessmen, which came out on the occasion of the failure of the platform. Redlink notes that more and more companies are working to improve their own communication channels, so that they do not have to rely on external platforms, which are not as reliable as they once seemed. – We see a return to what took place before the emergence and popularization of social media applications – notes.