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"Pull" mobile marketing techniques, such as responsively designed websites and customer-facing apps, get a lot of attention, but "push" marketing--where a company meets the end user rather than waiting for the audience to come to it--is also important. And sometimes, it's a tougher nut to crack.
Mobile app notifications and mobile messaging are two push techniques that organizations are utilizing.
"With a push mobile marketing strategy, brands initiate and maintain the conversation with consumers so they will be motivated to continually engage with the brand," writes Cezar Kolodziej, CEO and co-founder of Iris Mobile, in a Marketing Land post.
App alerts tell consumers about updates, as well as promotions. Most importantly, there's a sense of urgency to open the app once users receive a push notification, says Kolodziej.
One disadvantage of push notifications is that they can be turned off, he says.
Sending push notifications may also require the marketing department to...