Push Mobile Marketing — App Notifications Vs. Messaging
What is push mobile marketing exactly? Well first, let’s explain pull mobile marketing.
Pull mobile techniques include a website that is optimized for mobile, as well as apps designed for mobile. In the app, the customer can find all the information they need. An easy example here is Starbucks. On the mobile app, their pull techniques include a store locator, the ability to load your card and pay, etc.
One example of a push technique is mobile app notifications (e.g, Starbucks sending push notifications to your phone of their daily deal). The first step is to get the consumer to download the app. However, just because someone downloads your app doesn’t ensure a consistent conversation. A customer can easily turn notifications on/off. They have to be continually motivated to engage with the app otherwise it will sit on page 5 of their iPhone never to be seen again.
The second push technique is mobile messaging. Did you know that 90% of text messages are read within 3 minutes of delivery? In order for your offer or promotion to achieve a strong ROI, the text has to be rich. Rich means adding an image to the text/offer with an effective CTA (call-to-action).
Why is mobile messaging also better? You don’t have to worry about your text being able to be seen on a Droid, Samsung, iPhone, etc. It works on nearly every platform. However, there’s a fine line between being annoying and being informative. There’s no magic number for frequency on mobile messaging or app notifications. Find out what works for your audience.
In the epic battle of push versus pull – who wins? Well, it’s both. In order for your mobile strategy to work, you have to be seamless across the board. If your app is awesome but your mobile website sucks, customers will take notice and go elsewhere. Don’t fall behind!
Every day, marketers are finding new and innovative strategies to reach their target audience and build loyal relationships. Luckily, through mobile, we have a channel that allows us to get even more up close and personal with consumers. To have a balanced mobile strategy, it is important to leverage both push and pull techniques.