Mobile Communication :Section 2
Breakdown of Push Notes
Push Notifications are
blurbs sent to a user’s
device from mobile apps to
maintain a dialog between
brands and their customers.
Commonly mislabeled as
spam due to overuse and
Benefits of Pushing
The key to getting push notifications
right is giving customers information
When used correctly PNs can:
Increase daily app opens
Create a faster response time than
Increase social sharing
Drive sales and traffic
Can be used with geo-targeting
Types of Push Notifications
Push Service Mediator: server that sends
Push Notes. Push notes can be delivered in
Can be in the form of an alert (pop-up text
A badge (indicator that appears on the app
An indicator in the notification bar
Do not use push notifications for
advertising or promotions (spam)
“Apps cannot use Push Notifications to send
ads, promotions or direct marketing of any
kind” – Apple
Push Service Mediators and Process
Apple Push Notification Service (APNS) +GoogleCloud Messaging
(GCM) +Windows Push Notification Service (WNP)
Key Components of Push Notifications
Done correctly, push notes enable a brand to socialize with its best connected and
engaged customers anytime, anywhere.
Timing – Don’t bother your customers at inopportune times, like when they are asleep. Be
aware of time zones when mass messaging.
Location – Incorporating geo-targeting will allow for superior audience segmenting.
Audience – understand the needs of your customers and deliver messages they want. Test
messages on small groups before applying to the whole.
Duration and Frequency – not all PNs stay relevant. Scheduling expiration dates for PNs
will save you and your customers time. Don’t drown your customers in Push Notes.
Adjustable Push Settings – make it easy to turn on/off. If a frustrated customer can’t
adjust your PNs they will uninstall your app.
Badge Count – displays the number of unread messages within your application.
Users should be informed on push notifications the first time
they open the app
Must provide users with an opt-in and opt-out
Deliver relevant, useful or interesting information – Not Ads
Irrelevant or non-targeted PNs will lead to opt-outs or
uninstalls. Don’t bury users with your messaging.
Segment PNs by demographic, user interests, and location as
often as possible.
CAN-SPAMAct and Push Notes
How to stay legal:
1. Tell recipients how to opt
out of receiving push
notifications from you.
2. Honor opt-out requests
You got the message.
Next Course: Email Marketing
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