Published by Siddhesh Rane on April 6, 2017
Reaching the right person at the right time through the right channel has always been a marketer’s indispensable to-do to achieve the end results.
But a couple years ago, figuring out the right place (the channel) was a strenuous task as most of the marketing and advertising activities happened through the billboards or static, physical mediums.
Enter the digital marketing technologies and location mapping technology that has now made tapping marketing channels and plotting engagement strategies much simpler for the marketers. The technology is helping marketers to gather insights, understand the customers, and develop meaningful communication across various digital channels in real-time.
“For the first time in human history you can tap almost two billion people on the shoulder and say, “Hey! Pay attention to this!” explains entrepreneur Ariel Seidman. And that’s with “Push Notifications”.
Modern customers are spending most of their time on their smartphones exceeding their watch-time on the TV screens, states a Localytics research.
So, to help you engage with the customer with the best push notifications, we exclusively dig into the right time to send Mobile Push Notifications – based on a set of real life, everyday observations (specific to metros!)
First and foremost, it’s very important to understand what your customer looks for and when she needs it! (Otherwise, your customer may do this to you)
1. Mornings and evenings are the time when most of your customers are super active on mobile devices
A research conducted at Microsoft by the Financial Times affirms this: The Mobile users are highly active between 6AM to 9AM in the Morning and 6PM to 11PM in the evening.
What are they doing on their mobile phones?
1. As most of them are travelling, they need something to pass the travelling time. And the best entertainment for them is on their device. This varies from listening to songs and watching movies to playing games.
2. Some who are in a hurry, and probably could not read the newspapers at home are browsing through news titbits and articles in their news apps.
3. While some who feel awkward travelling alone and feel the need to be in constant touch with their friends, are chatting on Facebook messenger or Whatsapp.
Of this, the #2 and #3 are majorly your target audience (TG) as they are in constant search of something to read or rely on.
You must avoid sending many push notifications to the #1 as they may feel disturbed and would simply block or uninstall your app.
2. The times of quick search on the mobile and leisure search on the desktop
What does that mean?
Customers usually like to do quick searches about a specific information on mobile and reserve the time to do a leisure or a detailed search on their desktops.
For Example: A Stock Trader would love to check out the market updates atleast 5-6 times a day, but he would like to read about a New Fund Offer on a desktop to avoid missing any hidden information.
So sending out updates via Push Notifications would make sense rather than promoting NFOs or other policies for BFSI brands. Sending discounts with specific product (specially a product she has viewed earlier) would be relevant rather than sending a random “Buy 1 Get 1 Offer” for Ecommerce brands.
3. When millennials plan to uninstall your app
With more and more youngsters, especially those aged 18-25 years using smartphones, it is also important to realise that the uninstall rate of apps has gone high – most of this target audience is constantly evolving and can dramatically impact the market scenario based on their moods.
Why do they uninstall the apps?
1. They install the app to satisfy a particular goal and once achieved, they uninstall the app.
For instance, downloading a particular Ecommerce App or Fast Delivery Restaurant Apps just to get a “Buy 1 get 1” or “more than 40%” Discount. Once the discount is availed, they simply uninstall the app.
2. Their phone does not have enough memory to support the new app they wish to download, so the existing apps are uninstalled.
3. They discover a better and an engaging competitor app.
To hook these customers and stop them from uninstalling your app:
For #1 – Send a Push Notification after 36 Hours of the first launch of your App! Ask him to check out a specific feature that he might like or a related product which he might be interested in, especially after buying the first product.
For #2 – Showcase your relevancy! Educate these readers about the usefulness of your app! For e.g. A payment wallet app can push messages which urge customers to pay utility and other bills through your app.
For #3 – Avoid involving into discount wars! The best way to tackle the competition is by knowing what your customer really wants and using the feedback insights to update your app experience for the users. (This may sound complex, but it will win you customers for life!).
Be it any app – news, gaming, travel, food, banking, eCommerce and more, Mobile Push Notifications are here to stay! A Wizgo research says that too – “Push notifications boost the app engagement by 88%”!
So go ahead, start delivering smart, meaningful push notifications that delight the customer!
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Siddhesh Rane is a Growth Hacker with Netcore.