Responsys recently commissioned a mobile marketing survey of 1,200 U.S. consumers and found that 68 percent of consumers who have downloaded apps, have enabled the push notifications. Among younger consumers (18-34 year olds), it’s nearly 80 percent. As you’ll see in the infographic below, push is a channel that marketers should not be ignoring.
What makes push such an interesting marketing vehicle is that while it’s primarily used today for interacting with consumers via smartphones and tablets, push can be applied to any device that’s equipped with an app. As Responsys’ SVP of Emerging Channels Michael Della Penna discussed in aprevious blog post, by 2020, there will be 75 billion devices connected to the “Internet of Things.” In this scenario, push emerges as an important technology that will enable marketers to expand the reach of their communications.
The catch of course is that marketers must prioritize the customer experience – and their preferences – above all else. A sure fire way to sour a customer relationship is to send an unwanted or irrelevant push notification to a highly personal device, like a smart watch. Smart marketers will get a head start on this future reality by understanding how to orchestrate push with other marketing channels and optimize the holistic customer experience.
Via Russ Merz, Ph.D.