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BizReport : Mobile Marketing : August 27, 2014

Release makes push notifications actionable

Urban Airship is pushing a new kind of ad option out to brands today - through push notifications. The mobile management hub has created a cross platform support system for brands' widgets and interactive notification tools that push to users' phones or mobile devices.

by Kristina Knight

"Interactive notifications take push messaging from informative and hopefully targeted alerts, to the primary way users can choose-their-own-adventure with mobile experiences that adapt to their needs," said Brent Hieggelke, CMO, Urban Airship. "These messaging-originated user interactions will soon be more important than organic use of static app content, telling businesses what customers want more or less of within their immediate context and moment of need."

Push notifications are nothing new in the mobile space. Games push notifications about leveling up or even when a user hasn't played in a while. But a new notification system from Urban Airship could give brands another way to engage - by using actionable push notifications. Through the tool brands can push their messages through mobile lock screens and in smartphones' notification centers - those messages can be linked to mobile landing pages, apps or deeper links.

The Urban Airship offering is available to iOS 8, Android 4.3 and Amazon Fire OS.

"Interactive buttons that enable users to take actions, such as viewing product categories associated with a sale, or socially sharing the sale notification itself, give users more of what they want and incentivize the behaviors we want to see," said Scott Michaels, executive vice president and partner, Atimi Software.

In addition to push notifications, the solution offers event analytics for user activities - like clicks, in-app conversions and how a user responds to the notification.

Image via Shutterstock

Tags: mobile ads, mobile marketing, mobile trends, push notifications, Urban Airship

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