Make careful use of Push Notifications
JonMarshall 1000009QM4 Visits (2637)
I'm sat here working and can here the ping, ping, ping of notifications arriving on the various devices around me. It's only another email, and probably spam at that, but arrives in it's own little way on my eclectric collection of devices and laptop (yes, I dabble in both Apple and Android!). I'm slowly drowning in growing trickle of notifications from my technology.
It's a little off topic for this blog, but I have a conviction that Push
On the one hand, I'm a really big fan of Push Notifications. For me this is one of the key differences to mobile over the web and in someways helps define mobile. In this context, I'm really thinking of mobile as the engagement model with the end user; providing a compelling range of options for engaging with them.
Let's compare to the traditional web (yes, it is traditional for our digital native generation!). With web, you go request information. It is up to you what you view, what you click on, what you consume. You are in control.
With Push Notifications, this is the opportunity for the mobile application and related services to move to a 2-way engagement model, where they can suggest important and interesting information to the end user. This is a truly fascinating opportunity and is ripe for innovation. Imagine what you can do when you take what you know about a given user; location, usage patterns, preferences, etc and combine that with analytics of other users, external events, trends and may be tools such as precision marketing. I quite like getting 'marketed at' when the information is tailored to me, is typically quite interesting and may be something I haven't thought of.
Please can some (more intelligent than me) people in organisations around the world put their thinking caps on and notify me in innovative ways. I'm a ready and waiting customer! Your app will stay on my phone and you could even develop some end-user loyalty.
But do be careful. Start bombarding me with pointless information updates, careless irrelevant offers, or even go overboard on the personalisation (this is known as the 'freak out factor' where the marketing clearly knows too much about you and is actually too tailored to your tastes) and I'll switch it all off. Simple as that. It would likely be as drastic as removing your application from my device.
There is a middle ground for this. Use Push Notifications carefully, preferably providing an option to allow the user to intelligently customise how the notifications will be used.
So, is it just me, or do you agree?