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Optimizing Push Notifications for Customers

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Optimizing Push Notifications for Customers

December 29, 2016

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By Andrew Bindelglass,
Contributing Writer
 


Mobile apps have become ingrained in the daily lives of nearly every person in the world today. Nielsen estimates that Americans look at an average of around 26 of these apps per month, and spend almost 38 hours per month doing so. Add in the fact that nearly all apps have the ability to send push notifications to phones even when users are not in the app, and this seems like an enticing way for marketers to connect with customers.


In fact, many consider this to be the Holy Grail of marketing, but unfortunately it is much easier said than done. There are a number of considerations that marketers need to make when attempting to leverage mobile apps and push notifications.

As with any other sort of customer interaction, marketers need to walk the fine line between giving customers all the information that they need and annoying them with too much content. If this happens, they are very likely to delete the app or disable push notifications to save themselves the hassle, thus ruining all efforts.

In today’s day and age, where people are more tied to their mobile devices than ever before, the best way to use push notifications is to, as SPLICE Software president and CEO Tara Kelly (News - Alert) puts it, meet the customer where they are. This would allow customers to personalize their preferences in every possible way. They could set the time of day or even the locations in which they receive notifications, allowing pertinent information to be delivered to them when it benefits them the most.

At the end of the day, customers today have access to more information than ever before, but they also have the means to limit and customize that flow of data. Brands need to show a willingness to work with the customer around their lifestyle in order to ensure that their information gets in front of customers’ eyes at the right time.




Edited by Maurice Nagle
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