Yesterday, Apple rolled out three new iPhones. Considering what happened with another recent tech update, Google’s Chrome update that had automatic ad blocking, marketers may have been worried that the new iPhone operating system would penalize them as it and other tech updates have. But Leanplum says it’s actually going to be a better marketing world with iOS 12.
Leanplum says on Aug. 20 that iOS 12 may be aimed at reducing users’ tech addiction and limiting unwanted marketing messages, but that will benefit brands users want to see.
Provisional Push Permissions
IOS 12 has “provisional push permissions” that Leanplum says get marketers seen on the lock screen. Plus, users will be more likely to grant marketers permission permanently:
“As iOS engineer Teja Kondapalli puts it, provisional push permissions are ‘an automatic trial of the notifications from your app.’ Using the new ‘quiet delivery’ option, they’ll only show in the notification center and won’t play a sound. You’ll still need system permissions to access the lock screen directly.”
Leanplum notes that with previous operating systems, martech leaders had to seek system-level permissions before marketing to smartphone users beyond the app. Now, with iOS 12:
“Combined with Push Pre-Permissions, negotiating for system permissions just got a whole lot easier.”
MarTech Can Benefit From the Extra Confirmation Screen. No, Really.
“Among the iOS 12 features with the greatest impact, users can now forever silence your app from the lock screen, disabling push notification in only a few taps. Given what we’ve seen from our ‘Mobile Marketing Trends’ reports, this can hit your daily active user (DAU) count like a six-axle truck on the interstate.
“But all is not lost. As part of the process for disabling notifications, Apple has included an ‘extra confirmation screen.’ Instead of turning off all notifications, users can now go into your app and disable certain kinds of notification(s).”
That means marketers can plead their cases at each level of permission, and keep more user permissions than they could on Androids with Google, Leanplum says.
“For example, users can choose to receive status updates about a recent purchase in lieu of marketing emails about upcoming sales.”
“Of course, the real secret here is to design awesome notifications, personalized to your users. Personalized content works. Data shows that personalized notifications can garner 4x the engagement.
“In other words, iOS 12 is a push for mobile marketers to raise the stakes and provide more relevant updates to their audience.”
Now More About Notifications on That Lock Screen
Leanplum says in the days of old, like Tuesday, marketers could get some basic interaction from users on their smartphone lock screens in Apple apps. When consumers gave a long press on a notification, they could “send input to the app” like a deep link and create a like, write a comment or perhaps read a story. As of iOS 12:
“Now developers can add their own custom buttons, and even allow users to interact with the app directly from the lock screen. Instead of pressing system-style links disguised as buttons, a user can interact with an app instance that lives inside of a notification.
“In other words, notifications now act as portals. Users can reach through and engage without even entering the app. The barrier between modes of use (lock screen vs. in-app) has become porous.”
What do you think, marketers?
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