Future of Push Notifications

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Future of Push Notifications

  1. 1. THE FUTURE OFPUSHNOTIFICATIONSMARCH 20TH 2013MAD | MCD Partners @nicolecardoza  
  2. 2. We are emotionally, rationally, irrationally tiedto our connected devices75% of 25-to-29 year olds sleep with their phones
  3. 3. Digital natives switch their attention between media platforms once every two minutes [27times/hour]
  4. 4. GOOD PUSH NOTIFICATIONS DRIVE… 67% of usage the first month 74% of usage two months after 81% of usage three months afterURBAN AIRSHIP, 2012
  5. 5. + EASE OF CUSTOMIZATION+ ENCOURAGES ENGAGEMENT+ HIGHLY TARGETED+ DRIVE TO APP
  6. 6. + EASE OF CUSTOMIZATION+ ENCOURAGES ENGAGEMENT+ HIGHLY TARGETED+ DRIVE TO APP - INTRUSIVE - COSTLY - IMPLEMENTATION - DRAINS BATTERY
  7. 7. TELL ME WHEN TO USE YOU &INFORM ME WHEN I DON’T HAVE TO
  8. 8. NOW   Less than 2 years 2 to 5 years 5 to 10 yearsEXPECTATIONS Big Data Application Stores HTML5 NFC Payments NFC Cloud Computing Push Notifications PEAK OF TROUGH OF PLATEAU OF TECHNOLOGY TRIGGER INFLATED DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PRODUCTIVITY EXPECTATIONS TIME Source:  Gartners  Hype  Cycle  for  Emerging  Technologies,  2012  
  9. 9. 2015   Less than 2 years 2 to 5 years 5 to 10 yearsEXPECTATIONS Big Data Application Stores HTML5 NFC Payments NFC Cloud Computing Push Notifications PEAK OF TROUGH OF PLATEAU OF TECHNOLOGY TRIGGER INFLATED DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PRODUCTIVITY EXPECTATIONS TIME Source:  Gartners  Hype  Cycle  for  Emerging  Technologies,  2012  
  10. 10. WHAT SHOULD WE EXPECT?6 MONTHSDecline in push notifications due toincreasingly regulationsActionableQuantity over quality
  11. 11. WHAT SHOULD WE EXPECT?1  YEAR  Decrease in efficiency due tonew platforms and devices
  12. 12. CLUTTER  FROM  WEB-­‐BASED  PLATFORMS  Browsers learninghow to bring pushnotifications to webexperiences.But they’re not thereyet.
  13. 13. SNACKABLE  CONTENT  AND  NO  UI  
  14. 14. OWNING  THE  LIVING  ROOM  
  15. 15. WHAT SHOULD WE EXPECT?2  YEARS  Smart, efficient use of push notificationsPrioritization on connectivity by screen size
  16. 16. PRIORITIZED BY PLACEMENT Real-time Location-awareEvergreen messaging,time-intensiveengagement Less time-sensitive, further controlled Calls, messages, timely alerts
  17. 17. UTILITIES  HAVE  THEIR  PLACE  
  18. 18. LEVERAGE  THEM  
  19. 19. EMAIL  RESPONSIVE EMAILS   CTA SPECIFIC FOR PLATFORM  
  20. 20. LEVERAGE  OTHER  APPS  
  21. 21. DEVELOP  MESSAGING  GUIDELINES   BRAND PRODUCT RELEVANT REMINDERS ETC UPDATES UPDATES NEWS IMPACT? ACTION? IMMEDIACY? INFORMATION NEEDED?
  22. 22. SET    EXPECTATIONS  “Good to know. I canread the whole thing “I need to act on later.” this, or I’m missing out.”
  23. 23. TIMELY 1 – 3 SECONDS  
  24. 24. DETAILED INFORMATION SIGNIFICANTLY  COOLER  TOMORROW!  
  25. 25. DETAILED INFORMATION
  26. 26. LOCALIZED
  27. 27. “OWNED” V. GENERAL INFORMATION
  28. 28. “OWNED” V. GENERAL INFORMATION
  29. 29. DELIGHTFULadj. joyful, satisfaction, pleasing LATEST MOVE INVITES TO PLAY
  30. 30. DELIGHTFULadj. joyful, satisfaction, pleasing UPDATES LATEST MOVE INVITES TO PLAY NUDGED “WAITING FOR YOU”
  31. 31. PROVIDE USERS CONTROL
  32. 32. Thank you!@nicolecardoza nicolecardoza.com linkedin.com/nicolecardoza

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