Why would I engage with my favorite brands on my mobile phone? It is the most personal, most trusted and heavily used device which I have with me at all times. And I pick up or glance at it up to 200 times a day. Given that, I have strong preferences and expectations for how brands should engage with me on my device. Using push notifications, businesses can deliver relevant content to strengthen their brand and share information valued by their customers that underscores their brand purpose.
What Are Push Notifications?
I want to clarify one thing right now. They don’t require creating your own mobile app – which is costly to develop and time-consuming to manage. Businesses can deliver their branded digital content directly to people’s Apple Wallet or Google Pay mobile app.
Deliver branded content directly to Apple Wallet or Google Pay
This digital content, such as digital discount coupons, entry tickets, personal passes, gift vouchers, or customer cards, is a digital representation of information that might otherwise be printed on small pieces of paper or plastic and kept in a leather wallet. It can include texts, images, and links to visuals, audio, video, websites, or social media. It lets people take various actions in the real world. People must take action to opt
Push notifications can only reach people who have added your content
Push notifications are messages that pop up as a banner on a lock screen of a mobile phone. They can only reach people who have added your digital content into their mobile wallet. You can compose a manual message. Or set up an automated message to be sent over the API to a defined audience. Or you can deliver a more relevant message by using location data or time. Push notifications are a new, direct, and extremely effective communication channel with your customers. However, businesses should treat the ability to show up on their customers’ lock screen through push notifications as a privilege, not a right. You must provide value. If you don’t, push notifications will be ignored or turned off.
Among my reasons to engage with brands would be receiving incentives such as special sales promotions and deals or coupons, gift cards and vouchers from retail stores, cafés, and restaurants. Then I like rewards points as well as some exclusive content – sneak peeks of new products or special deals. What I would also welcome is a contextual product and service information. Same with important updates. And I would like to know about relevant events and news.
You can’t forget a digital gift voucher at home
I will never forget such a digital gift voucher at home. It can display its current value. And if I am close to the store, the voucher and a custom message show up on my mobile phone lock screen. When the total value is used, the voucher can be replaced by another deal (such as for accessories to the purchased goods).
For businesses, delivering functional service-based communications to their customers’ mobile phones is very important. It can be for instance order confirmations, delivery notifications, product updates, time-triggered reminders, claim processing alerts, real-time ticket alerts, and account balance updates. These messages are providing basic information, being delivered immediately, and providing the ability to take further action directly from the notification. They add value to people because they are personalized and include relevant and time-sensitive information.
Push Notifications Can Do A Lot Of Things
Sending regular push notifications that are authentic to your brand and provide value to your customers can drive people into your business. It is needless to say that looking spammy will not help you win loyalty and engagement.
Deliver push notifications when dynamically updating your digital content for Apple Wallet and Google Pay. Activate people with “Add to Apple Wallet” and “Add to G Pay” buttons to drive engagement and installs. Provide exclusive news and updates, instant and actionable information. Deliver links to your visuals, audio, video, websites or social media and to your other mobile wallet content. Remind people to keep them aware of your content in their mobile wallets. Update your perpetual offers.
Add push notifications as a communication channel
Remember to add push notifications as a channel to your marketing campaigns. Let your customers get a first look at a new marketing campaign. Announce a new product launch, update or feature. Combine push notifications with videos and more – you can send a link to a video clip directly through push notification.
Offer your customers contests and giveaways and engage them to enter and share with friends. Get customer feedback by using push notifications. You can send a link to a website where people have the chance to easily provide you their feedback.
Tie push notifications to the real world
Tie your push notifications to the real world. You can do it with anniversary offers, mobile-only offers with a pickup in-store, end-of-season sales, limited edition products, and experiences, or seasonal reminders that make sense for your customers. Having a regular, high-value touchpoint is a great reason to send push notification. Just highlight a product or service weekly or monthly. You can also send your newsletter in a new way. Just send a push notification with a link allowing to read your regular newsletter conveniently directly from the mobile phone. Or drive your audience to live streaming events like breaking news and live broadcasts.
Location Is Relevant
Location-based notifications feel extremely relevant and have the potential to deliver information in exactly the place and time your customer needs it. You can send a notification when your customer is within a certain distance of your location to remind him/her to not to forget your coupon or unused loyalty points. If you have last-minute deals, just alert your customers who are close enough to your location to take action.
You can get creative
And when your customer is in a certain place, you can get even more creative and send context-specific notifications to educate, entertain or drive him/her to your location.
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