“The Internet is becoming the town square for the global village of tomorrow.” -Bill Gates
Consider two irrefutable aspects of human lives that materialize every day:
1. The first is about the human element. We all know some way or the other that life is all about moments. It is lived in moments and moments are what define the existence of any individual.
2. The second pertains to mobile technology. Much has been said about the incredible ways in which smartphones have changed the forms in which humans interact with the outside world. We are spending a significant proportion of our days’ time in the virtual world dealing with real life entities. And interacting with the social circle is merely a part of it. There is a lot out there on the web waiting to be discovered.
What happens when both these aspects concur? We get what Google is now calling ‘Micro-Moments’.
Micro-Moments are “intent-driven” moments when people turn to a mobile platform to find what they need. Internet sessions of a day are basically a sum of these countless mini-sessions of “I-want-to-know, I-want-to-buy, I-want-to-go, and I-want-to-do” moments.
“Future is mobile computing — smartphones and tablets are just elements of it. The industry is on the verge of a whole new paradigm.” — Thorsten Heins
· Of smartphone users, 91% turn to their cellphones for some information while doing any task. Read More
Push notifications were born with a great promise to add to the user engagement in the world of mobile computing. And it’s been some time since these short messages generated by a server without the request of clients have been effective in achieving the intended goal. However, since mobile computing offers client-server experience at the personal front, app industries may end up annoying users and consequently reducing traffic if proper care is not administered in broadcasting push messages.
A recent survey by the makers of mobile-marketing software Kahuna, reveals how some app industries are performing significantly better (up to 4X) compared to others. A glance at the survey reveals a comprehensible discernible pattern.
Mobile computing offers a very efficient and portable solution to a variety of personal needs. In a world where almost everything can be done on a mobile device, push is bound to earn an intuitively prejudiced vibe from users. In the midst of such a colossal amount of engaging experience, it’s fair to expect individuals to want more tools to improve professional productivity, and essentially a zero-interference in their social lives. So push notifications that are not relevant to the apps or don’t share some valuable info tend to shred the trust of users, and thereby reducing the traffic.
The prejudice around push is largely industry dependent. Let us take a few examples. In the current era, knowing about the time of arrival of a cab via push or learning the latest info surrounding someone’s favorite football team is deemed valuable and essential. Not only does it save time, but also adds to the user experience by keeping users more informed about things that actually matter to them. And it won’t be far-fetched to say that this is basically an important tool in improving the quality of life. Such app industries enjoy the benefit of being surrounded by a positive bias when it comes to push notifications.
But when it comes to social apps, push earns a negative bias inherently. Sometimes it is beneficial and relevant to know about a friend’s birthday or knowing that a friend has uploaded a photograph. However, since our social circle today involves a lot of people in addition to our actual friends, this experience can be very rusty at times. And the notorious candy crush requests only aggravate the situation.
Bottom line is, it’s all about what users want to experience. And in a competitive market as of today’s, the client does have the upper hand. The solution in these situations is to work on the old-fashioned quality improvement by employing the latest techniques.
Here are a few ways how push-notifications can be used effectively to strengthen the ever-so brittle client trust.Read More