The Effectiveness of Mobile App Push Marketing

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According to Responsys’ SVP of Emerging Channels Michael Della Penna, by 2020 there will be 75 billion devices connected to the Internet of Things. This isn’t people… our homes, our automobiles, our platforms, and even our medical devices are all developing comprehensive mobile and tablet applications with push notifications.

Responsys recently commissioned a mobile marketing survey of 1,200 U.S. consumers and found that 68 percent of consumers who have downloaded apps, have enabled the push notifications. Among younger consumers (18-34 year olds), it’s nearly 80 percent. As you’ll see in the infographic below, push is a channel that marketers should not be ignoring.

At issue, much like email, will be how intelligently marketers leverage push marketing. If the push notifications are not of value to the user, they’ll turn them off. I have a feeling that’s going to become very commonplace. I’ve actually sat down for an hour and disabled most of the applications that were sending push notifications to me… they simply weren’t important enough to be interrupted for.


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