By Tom Farrell
niekverlaan / Pixabay
Let’s put this in the nicest possible way. There’s a school of thought out there that native mobile marketing = push notifications. I have no interest in naming and shaming, but we talk to people and we frequently hear something along those lines, even if not explicitly stated in such terms.
In some ways this is understandable. As consumers we’re all familiar with push (all too familiar in some cases). And as marketers we love anything that feels like activity, and you can’t get much more active than firing out messages at random to millions of users! But the truth is that push is only a small piece of the mobile marketing puzzle.
Why is that? Well, for two core reasons, each of which I will discuss in turn:
- The ability to send push is many orders of magnitude less significant than how sophisticated your push campaigns are
- There are a number of other native mobile marketing tools available, all of which are often significantly more effective than push in achieving our objectives
Ultimately it all boils down to this. But as promised, let’s look at each of these in turn. Then we’ll join them up in the end.
Why Ability To Send Push Is About 10% Of The Story
There’s no need to beat around the bush. In the year 2017, the simple ability to send a push notification is about as valuable as having a large collection of carrier pigeons. As with any communications channel, all the value is in how you use it. So when any organization or vendor claims to have push notifications covered, it’s worth checking exactly what they mean by that.
I could write at some length on this subject, but let’s try to be concise. Push sent without intelligence is little more than mobile spam. Again, as consumers most of us know this. But what do we mean by intelligence? Here’s just a few examples of what I am talking about:
- Proper, dynamic targeting. Not “people who have not been in the app for 7 days”. Try something like “people who left an item in the shopping cart, either on mobile or desktop, between 4 and 28 hours ago, who based on previous history are most likely to open the app at this time, and who have previously purchased via the app”. And that’s a single example. Targeting is everything.
- Thoughtful personalization. It’s relatively straightforward to add in a name. But smarter personalization involves the majority of the content of a push message being relevant solely to that individual. In the example above – what item was left in the shopping cart? You have the data – name it!
- Tested content. As we noted above, it’s easy to send push notifications, but how do you know what you are sending is effective? For that matter, how do you know what you send is not actively irritating and leading to app uninstalls? Push without clear measurement is meaningless, and in an ideal world you’ll be testing content on a regular basis to Go to the full article.
Source:: Business 2 Community