future of push notifications
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THE FUTURE OF PUSH NOTIFICATIONS MARCH 20TH 2013 MAD | MCD Partners
@nicolecardoza
We are emotionally, rationally, irrationally tied to our connected devices 75% of 25-to-29 year olds sleep with their phones
Digital natives switch their attention between media platforms once every two minutes
[27times/hour]
GOOD PUSH NOTIFICATIONS DRIVE…
URBAN AIRSHIP, 2012
67% of usage the first month 74% of usage two months after 81% of usage three months after
+ EASE OF CUSTOMIZATION
+ ENCOURAGES ENGAGEMENT
+ HIGHLY TARGETED
+ DRIVE TO APP
+ EASE OF CUSTOMIZATION
+ ENCOURAGES ENGAGEMENT
+ HIGHLY TARGETED
- INTRUSIVE
- COSTLY
- IMPLEMENTATION
+ DRIVE TO APP
- DRAINS BATTERY
&TELL ME WHEN TO USE YOU
INFORM ME WHEN I DON’T HAVE TO
Less than 2 years
2 to 5 years
Source: Gartner's Hype Cycle for Emerging Technologies, 2012
5 to 10 years
TECHNOLOGY TRIGGER PEAK OF
INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF
PRODUCTIVITY
HTML5
Big Data Application Stores
NFC Payments
NFC Cloud Computing
TIME
EXPE
CTAT
ION
S
Push Notifications
NOW
Less than 2 years
2 to 5 years
Source: Gartner's Hype Cycle for Emerging Technologies, 2012
5 to 10 years
TECHNOLOGY TRIGGER PEAK OF
INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF
PRODUCTIVITY
HTML5
Big Data Application Stores
NFC Payments
NFC Cloud Computing
EXPE
CTAT
ION
S
2015
Push Notifications
TIME
WHAT SHOULD WE EXPECT?
6 MONTHS Decline in push notifications due to increasingly regulations Actionable Quantity over quality
WHAT SHOULD WE EXPECT?
1 YEAR Decrease in efficiency due to new platforms and devices
CLUTTER FROM WEB-‐BASED PLATFORMS
Browsers learning how to bring push notifications to web experiences. But they’re not there yet.
SNACKABLE CONTENT AND NO UI
OWNING THE LIVING ROOM
WHAT SHOULD WE EXPECT?
2 YEARS Smart, efficient use of push notifications Prioritization on connectivity by screen size
PRIORITIZED BY PLACEMENT
Calls, messages, timely alerts
Less time-sensitive, further controlled
Real-time Location-aware
Evergreen messaging, time-intensive engagement
UTILITIES HAVE THEIR PLACE
LEVERAGE THEM
RESPONSIVE EMAILS
CTA SPECIFIC FOR PLATFORM
LEVERAGE OTHER APPS
DEVELOP MESSAGING GUIDELINES BRAND
UPDATES PRODUCT UPDATES
RELEVANT NEWS
REMINDERS ETC
IMPACT?
ACTION?
IMMEDIACY?
INFORMATION NEEDED?
SET EXPECTATIONS
“Good to know. I can read the whole thing
later.” “I need to act on
this, or I’m missing out.”
TIMELY
1 – 3 SECONDS
DETAILED INFORMATION
SIGNIFICANTLY COOLER TOMORROW!
DETAILED INFORMATION
LOCALIZED
“OWNED” V. GENERAL INFORMATION
“OWNED” V. GENERAL INFORMATION
DELIGHTFUL
LATEST MOVE INVITES TO PLAY
adj. joyful, satisfaction, pleasing
DELIGHTFUL
UPDATES LATEST MOVE INVITES TO PLAY NUDGED “WAITING FOR YOU”
adj. joyful, satisfaction, pleasing
PROVIDE USERS CONTROL
Thank you!
@nicolecardoza nicolecardoza.com linkedin.com/nicolecardoza