Have you felt that the apps in your mobile phone know you better than your close ones? These push notifications have gone beyond tailoring content to your preferences. They are now aware of your moods, current situation at work place and even your period cycle.
A study reveals that these push notifications are 50% more useful than mailers in attracting customers. These personalised messages are certainly a game changer for brands. This is a more persuasive way to get customers to make a purchase. This gives brands a platform to showcase their exciting deals, offers or seasonal discounts to their audience even when the mobile apps are not running.
However, have you recently noticed how these messages have seemed to cross the thin line between useful and intrusive? For instance, one minute you are planning to order a nice meal and the next moment you receive- “Craving a dosa? We have got you covered sweetheart”. This can get the brand closer to you, but leave you with an unsettling feeling. These highly personalised messages that have access to your contacts, speaker, photo gallery have now seemed to have crept into all that brews in your mind.
Some users claim that even their partners do not send as romantic messages as their mobile apps do. They might seem humorous but also feel quite invasive. For instance, “Cutie 😀, Lunch? (Sorry, we like extra cheese 😛)”. This definitely catches your attention, but feels like a message you’d wish to receive from your partner) Some users may laugh it off, but others may think that these messages are going too far
It is good to add a tinge of customisation by using customer profile and behavioural data, but the lines between personal and personalised seem to have gotten blurry. In a survey, it was revealed that most consumers find these push notifications to be an annoyance. This also drives them to uninstall the app completely or switch off the notifications.
Moreover, every app now competes for your attention with their unique messages all day long. The increasing number of notifications can be overwhelming. Especially when different apps are catering to your mood, food pangs, travel needs, even conflicts at the workplace. Due to this, people may miss out on important emails or messages that could be problematic later.
Some well-written and well-thought notifications are extremely useful as well. Not only do they hook your attention but also add valuable information that drives you to buy the product. It could be an exciting discount on a premium line of skin care products, a new feature of an app that will ease your daily commute or even a reminder to send that gift for Rakshabandhan. When brands add value, relevancy and, information with carefully curated content will definitely motivate the user to act.
In conclusion, push notifications need to soften to some extent and entice the customers to buy instead of being privy to every detail and popping it up on people’s screens. At 3 Dots Design, we strive to build long term strategies that help brands find their unique voice. We curate content keeping in mind maximum impact for our brands by being mindful towards their consumers.