3 Mobile Push Tips for Holiday 2014
- Alerts or advisory notifications: Marketers send these messages when customers aren't using apps or visiting the site and "are intended to drive a desired behavior."
- Reactive notifications: Customer actions—a visit to a website or store, for example—trigger the messages. "They're driven by detecting activity captured through mobile touchpoints," she writes.
- In-app notifications: "These notifications occur inside the inbox that's part of a mobile application and make it possible for companies to send messages to customers without interrupting the normal flow of their activities," says Rubinetti.
2. Capture Contextual Data. Collect data across all touchpoints and all channels. "While knowing that a customer just crossed your, or a competitor's, geofence is a powerful piece of data," she writes, "being able to connect this data to the person's other previous behaviors across your website, emails and other channels will give you the context you need to understand what content might best engage that person."
3. Get Personal. Rubinetti emphasizes that marketers need to get this right in order to achieve results, because not having customer integrated into this marketing strategy would be a waste. "Optimize push notifications by tailoring the timing and content using your customer data, the individual's profile and preferences," she says.
Perhaps most marketers get this tip wrong, according to data from the "VWO E-commerce Survey 2014: Trends and Insights to Find and Convert Buyers." This research, announced on Nov. 10, finds 55 percent of shoppers are "indifferent" to personalized offers.
"This could mean that e-commerce has not yet cracked the personalization code," opines VWO in the report, "and customers are used to being pitched products and offers that they are not interested in. This, in effect, leads them to simply treat personalized offers as another banner ad to ignore."
What's the main push this year? To convert customers in stores or online? Many consumers are shopping on smartphones—how many marketers are successfully selling that way?