For several years now, mobile marketing has been one of the most dominant trends within the marketing industry. Now that consumers have access to a variety of apps on their smartphones and tablets, convincing consumers to download a certain one in the first place can be very difficult—not to mention the fact that after downloading any given app, 25% of mobile device users will only use the app once. What’s more, those who continue to use the app will drop another 50% within the next three months.
Needless to say, if you have a mobile app in your marketing strategy, you’ll need to have a solid plan together that focuses on increasing mobile conversions.
As brands continue to learn how to foster relationships with their customers, the way these customers are interacting with apps continues to change as well. And knowing how take advantage of the constant stream of push notifications that most consumers see on their smartphones is one of the most effective ways for marketers to reach their audience at the moment.
1) Setting Up Push Notifications for Your App
Once you are satisfied with your company’s app, you can begin to leverage push notifications (you definitely don’t want to send users to an app that doesn’t function perfectly—so it is important to get that right first). It doesn’t have to be complicated. There are lots of software companies that offer white label programs (such as Exact Target, Uniqush, Urban Airship, and more) so you can integrate their technology into yours fairly seamlessly.
2) Enticing Customers to Accept Notifications
You can develop the most useful, creative, and valuable messaging system in the world, but you need to market it well and give customers a reason to opt in and pay attention to your content if your mobile marketing plan is going to be effective. Users need to trust your company as well as have an understanding of what they’ll get out of accepting push notifications—and therefore giving up some of their precious time and attention—before they’ll opt in.
3) Remember That Push Notifications Should Be Friendly Reminders
Using push notifications as a friendly tap on the shoulder can serve as a very effective way of reminding your audience what your business has to offer—thus giving them new and conveniently passive ways to engage with your brand. Finding your rhythm and then syncing your team, ads and customers can further prove the value of push notifications.
For eCommerce companies or anyone else who needs to provide regular updates on customer orders, the progress of digital tools, e-commerce customer service, and the capability to create an app, is invaluable. Brick and mortar businesses can benefit from location-based messaging too—sending info on deals and specials when a customer is in the vicinity.
Using push notifications can be helpful for B2B firms as well, by allowing employees to interact via their own mobile devices quickly and efficiently, thereby increasing productivity.
Lastly, keep in mind that this technology doesn’t only apply to mobile. For instance, notifications can show up on smart TVs as well, if your audience has them enabled. Remember that the growing popularity of smart TVs means that your audience can interact with your app from the comfort of their own couch, on the big screen. Be sure to consider that when you design and promote your apps, and corresponding notifications.
4) Take Advantage of Existing Apps
You don’t have to have your own app on your customer’s phone to effectively use push notifications. There are plenty of shopping apps, content discovery apps, apps that allow users to discover new places in and around their current location, and more types of existing and popular apps that you could potentially partner with.
There are a variety of reasons why advertisers should use push notifications—and most of them are obvious. After all, what savvy marketer wouldn’t want to be able to not only send their audience regular reminders about their offerings, directly to the device(s) they likely use all day every day? However, it is important to understand how to use them properly if you want to achieve positive results.
Do you have experience creating a mobile app with push-notifications? What advice can you share with business owners, marketers, and/or developers looking to expand their mobile marketing efforts?
Originally published Dec 04, 2014, updated Aug 07, 2020