Understanding Push-Notification in Mobile Marketing
The presence of smartphones that are globally known as smartphones has made the use of mobile phones more widespread. Although standard functions as communication equipment still exist, but its features are becoming richer making additional functions more and more, from entertainment functions such as playing games and watching videos, social functions such as chatting and social media, supporting daily activities such as shopping and travel arrangements, to business functions such as agenda-setting and even managing finances at the bank.
Since its presence, research on ways to use smartphones as a marketing channel has been developed. The specialty of marketing through smartphones, known as mobile marketing, is that mobile phones are devices that are directly connected to certain individuals. Thus the marketing message can also be personalized so that it is in accordance with the needs of the individual concerned. This marketing message is usually more acceptable to the target because it directly provides convenience and makes it feel special.
One smartphone feature that is very strategic and can be used by companies to send marketing messages is pushed notification.
Definition of Push Notification
Push notification is a short message that appears automatically on the smartphone screen. The app owner can send these messages at any time even though the smartphone owner is not currently opening the app. There is a lot of information that is sent via push notification, for example, information on the results of sporting events, asking users to do things like download discount coupons, information about interesting events such as sale at a mall, etc.
This form of push notification is similar to SMS short messages, it’s just that push notifications can only appear on smartphones that have installed the app that we made.
For example, if we create an app for flight ticket reservations called Mari Traveling based on Android and send it to Google Play. Then someone installs the app on his smartphone. Then through the app, we can send push notifications containing promos such as “Cheap ticket promotions from AirAsia for all destinations, book tickets now!” If the person has already booked a ticket, we can also send another message for example “We have sent your e-ticket via email, you can check-in online here the day before your flight schedule.”
All smartphone platforms that exist today, iOS from Apple that is used on the iPhone and iPad, Android from Google which is used by many brands of smartphones, Windows Mobile, Blackberry, all provide push notification facilities.
Benefits of Push Notification
Push notification provides convenience to app users in the form of interesting information and according to their needs. If they are not interested in a particular topic, they certainly will not install apps that are related to that topic. For example:
Results of the match immediately after a match is finished or even when the match is running. For example, you are a fan of Persib, but when an important match is being played by Persib you are following an important event that cannot be abandoned. Not bad if at any time appears on your mobile phone information such as “Goal by Konate through a penalty kick, the position is 1-0 for Persib Bandung”.
Traffic information is very important for those who often drive in big cities with lots of traffic. If you are getting ready to go home from your office in the Jakarta business center, it will be useful if suddenly your information appears “Congestion in front of the capitol due to a demonstration, you should take another route”.
Travel information. For example, you have booked airplane tickets for a specific destination. It would be useful if you were later reminded through your smartphone “For your flight CX880 to Taipei you can check-in online now”.
Then what are the benefits for the app owner company commonly known as app publisher? A simple but very important thing: direct communication with users. Unlike email, push notifications won’t get trapped in spam boxes. Unlike SMS that might be missed – or intentionally missed – and unreadable, push notifications also might not be missed because it definitely appears. No wonder that the push notification click-through-rate is very high. Because it can still appear even though the smartphone owner is not currently using our app, push notification continues to pull it to use our app.
Some of the uses of push notification by companies include:
- Product promotions to increase sales.
- Providing more convenience to customers.
- Convert app users into buyers and customers.
- Streamlining the transaction process, for example sending a message that the transaction has been completed, payment has been received, ordered goods have been sent, etc.
- Directing users to use certain marketing channels, for example, social media.
History of Push Notification
The push notification service was first introduced by Apple in June 2009. Apple named the service APNs, short for Apple Push Notification Service. As Apple’s strongest competitor in the smartphone market, Google through its Android does not remain silent. Nearly a year later Google introduced a similar service called C2DM, Google Cloud to Device Messaging.
Research continues to be developed by the two technology giant companies. In May 2013 Google introduced what it called the term rich notifications. Not only messages in the form of text, but rich notifications can also be filled with images. In addition, there are action buttons, buttons that when clicked will bring the user directly to do certain things such as playing music, opening the app, etc.
In September 2014, Apple improved its version of the push notification system by introducing an interactive button that allows smartphone owners to respond directly to the push notification sent by the publisher app.
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Apple as a brand that is known to highly respect the privacy of implementing these policies in the implementation of push notifications on the devices made. Push notification only appears if the smartphone owner gives permission to a particular app to display push notification. Owners can freely choose to give permissions to certain apps and not give permissions to other apps. Meanwhile, its competitor, Android, does not require that permission.
On iOS, when the smartphone owner finishes installing the app and opens it for the first time the system will immediately ask if the app will be given permission to display the push notification. Whatever the owner answers, allow or not, it can also be changed later. Apple noted that users tend to give push notification permission on apps related to charity, the figure reached 58%. While most games were denied push notification permission, only 33% of requests were permitted. The most widely used business app is the app with the topic of travel.
Push Notification Display
example-push-notification Most push notification smartphones will appear in a pop-up on the smartphone screen when the owner opens his smartphone. This push notification will still appear even if the app that sent it is not being used. Usually push notifications are displayed separately, not together with other push notifications or other things, so they immediately become the center of attention.
While iOS has what it calls the Notification Center which displays all notifications, including push notifications, streak based on the time of entry. This Notification Center will appear when the user swipes the screen from top to bottom. While Android displays unread messages when the screen is locked.
The iOS system allows users to set push notifications for each app. Not only allow or not allow but also the reminder model. For example, whether by vibration or by sound. If selected by sound, the user can also choose the sound, for example, the sound of the bell for push notification from app A, the sound of duck for push notification from app B. Certainly it can also be chosen not to be silent at all. Users can also set the system to display information on the number of unread notifications in the form of a small red patch in the upper right corner of the icon. Such a system does not exist on Android.
Push Notification Can Be Connected With Location
All smartphones can identify the location, and if the smartphone owner allows, this location information can be shared, including the publisher app. By identifying locations, the publisher app can send push notifications that are relevant to the location. Yesterday we briefly discussed location-based marketing.
For example, an app related to a soccer match schedule sends a push notification that offers souvenirs to users identified as being in the city where the match will be held. App on travel can offer the use of executive lounge facilities to users identified as being at an airport.
Push Notification Strategy
The benefits of push notifications that allow the publisher app to communicate with smartphone owners directly must be used wisely. That the smartphone owner already has an interest in topics related to the business we have, it’s clear, otherwise, he might not install our app. For iOS users, the indication of interest is also evident from the willingness of smartphone owners to allow the app to send push notifications. But excessive utilization will only make the smartphone owner feel disturbed, so instead of being interested in the offer given via push notification, he can choose to revoke the permission of the push notification sender or even uninstall our app from his smartphone.