From the BIA/Kelsey Workshop: A Crash Course in Mobile Push Alerts
Push alerts are becoming an increasingly important flavor of mobile marketing. This has culminated from lots of mobile macro factors like the sheer size of app marketplaces, and the competition for active engagement from increasingly fleeting users.
This has caused the “app fatigue” phenomenon and high drop-off rates. One counter attack has been to make it easier for users to get content without even opening the app. This was the battle cry of Foursquare’s Radar — one of the first to utilize native push alert functionality in iOS.
Since then, the art of push has evolved. A good example is what Find&Save does to push location targeted messaging around opt-in deal alerts. We wrote about that app a few months ago, and the discussion around push alerts recently continued in a webcast I did for Mobile Marketer.
The video (slides and voiceover) can be seen below. It takes a case study-driven approach to illustrate best and worst practices in delivering mobile content around the quickly developing push paradigm. That includes Find&Save, Google, Tesco and others.
Anyone in the world of mobile marketing that’s building knowledge about push alerts should watch the whole thing. For those with more casual interest, skip around to the various case studies. And if you want copies of my slides, email me (mbolandATbiakelsey.com).
Push Alert is absolutely a necessity for most of mobile apps that needs to delivers updated message to users.
BTW, Thanks for embedding such a nice video.
Thanks Adam. I agree that the importance of push alerts will grow — especially as the “app fatigue” challenge itself grows.
Yes, I agree Mike. App Fatigue is setting in, and now business owners are becoming more and more selective about what apps they download and less patient with apps that don’t work as promoted.