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BizReport : Mobile Marketing : November 29, 2011

How push notifications could help mobile strategy

The rapid adoption of tablets, smartphones and e-readers have increased the need for mobile content; along with that content comes more opportunities for mobile advertising. From apps to streaming content, audio and mobile display ads, brands may find even more opportunities to engage with shoppers.

by Kristina Knight

eMarketer estimates that there will be nearly 90 million tablet consumers in the US by 2014; this year more than 33 million Americans are expected to become tablet consumers. Location based marketing efforts and push notifications are two ways mobile brands are already engaging.

According to Placecast Telefonica will extend their location-based services into Ireland; Telefonica operates the O2 brand there. Through the agreement, opt-in mobile customers will receive relevant messages when they enter geo-fenced areas. For example, a customer who opts in to receive messages about a coffee brand would receive a message notification when they enter within a certain radius of that business.

Already in the UK 6 million consumers have opted in to receive these notifications through O2. The program is the first of its kind in Ireland.

As for push notifications, Conduit has noticed that those using push notifications with their apps are more engaged because they 'see' the message sooner. These notifications bring information the consumer has opted in to directly to them so that they don't have to remember to open an app.

"[These notifications] are specifically targeted to the locations versus an update sent to an entire fan base," said Harel Tayeb, Vice President of the Mobile Business Unit, Conduit. "Push notifications bring the brand one step closer than [social networks] to the user. Instead of checking Facebook, for example, the push notification arrives directly to their phone, which is always with them."

But, Tayeb warns, brands need to be careful with push notifications so that consumers are sent relevant information. More from Tayeb tomorrow, including some trends mobile marketers need to implement now.

Tags: Conduit, eMarketer, mobile content consumption, mobile marketing, mobile trends, Placecast, Telefonica

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