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BizReport : Mobile Marketing : October 27, 2015

How to use push notifications to engage

Push notifications and geo-fencing are not new ways to target advertising. The level of technology in these ad options is new, however, and may offer another way for brands to engage with customers, especially during the rushed holiday season.

by Kristina Knight

"Push notifications - messages or offers sent to the homescreen of a consumer's phone - are one of the most powerful mobile commerce strategies because they can pull users back into a retailer's app, prompt immediate action and drive unplanned purchases," said Aaron Glazer, CEO of Taplytics.

Adding location, as is the case with geo-fencing, ups the relevance of push notifications. Especially during the holidays, Glazer believes push notifications paired with geo-fencing can drive customers into brick-and-mortar stores.

"Your messages can be that much more targeted when you combine a user's location with push notifications because you can reach holiday shoppers on their mobile devices when they're inside or within sight of your business. This is a smart tactic for brick-and-mortar retailers to combat showrooming, where a customer researches products inside the store, but then buys them online through a competitor," said Glazer. "With geotargeted marketing, you know when a prospective customer with your app enters your establishment and can send them a coupon or other incentive to complete their purchase while in the store. Another tactic is to send mobile notifications, such as discounts or reminders, to users after they've left your store to entice them to continue shopping through your app and not through someone else."

Image via Shutterstock

Tags: ecommerce, mobile commerce, mobile marketing, push notifications, Taplytics

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