Mobile apps are one of the newest communications channels available to marketers today. Since the launch of Apple’s App Store in July 2008 and March 2012, consumers have downloaded 25 billion mobile apps on their iPhones, iPads, and other Apple devices. Another 10 billion apps have been downloaded from the Android app store by owners of phones running Google’s Android operating system.
When a consumer downloads your branded application, it opens up new possibilities for engagement—not the least of which includes push notifications to the home screen of their mobile device. The allure of push notifications is that they require the user to take immediate action by opening the application. However, poorly executed push messages have the potential to alienate users, such that they delete the mobile message or turn of push notifications altogether.
While push notifications hold a great deal of potential, they are early in the adoption cycle. This is the primary reason app-based notifications failed to register as more than a blip within Salesforce Marketing Cloud's 2012 Channel Preference Survey. With time and the emergence of better mobile messaging analytics, we may see both consumers and marketers warm to new uses of push messaging. Until such time, our recommendation is to limit your mobile push notifications to only those communications which are crucial to the usefulness of your app and consistent with consumers’ expectations.
What are the strengths of mobile app and push notifications?
- App reengagement
- Geo-targeted mobile messaging
- Social alerts
- Transactional messages
- Update alerts
How can you drive higher app engagement? Learn more about Mobile Studio, Marketing Cloud's push messaging application.