As apps continue to proliferate across cyberspace, it’s nearly impossible to stand out from the crowd. How do brand marketers draw attention to a particular app in this saturated arena?
One of the most effective ways is to utilizing push notifications. A simple message that displays on a smart device, push notifications have one mission – to pull users back to a particular app. (This assumes they’ve been there in the first place).
To trigger a return trip, a push notification must contain motivators. One of the best motivators is personalization. This means, nix the generic messaging. Instead, tailor each alert to reflect the tastes and preferences of the targeted user or user group. Plan on putting in some work for this one, as it will be necessary to create a variety of alerts to align with the different demographic segments of prospects and customers.
When it comes to motivation, it’s hard to beat certain words, particularly those that suggest urgency. Phrases such as ‘limited time’ , ‘while supplies last’ , or ‘offer ends soon’ have worked wonders for advertising of the past -- and they can do the same when inserted in contemporary push notifications.
Reflecting the same timelessness are phrases that promise kindly treatment for a user’s personal money supply. Who could resist the lure of an app when a notification guarantees ‘savings of 10%’ and a ‘super discount’?
Brand marketers always should consider the time factor when designing a push notification strategy. Ideally, these alerts will display when users are most receptive. Identifying the perfect time will require sufficient research to uncover specific user behaviors. But it’s a cinch the ideal moment won’t be smack in the middle of a workday.
The time factor also applies to the intervals between each appearance of a push notification. As with so many other activities, don’t overdo. How many alerts should be sent in a specific time frame? That all depends on the product and user. Yes, research again will be required to learn the answer. But that, as they say, is all part of the fun.
If you have questions or comments about push notifications for your app, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 or robyn@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.