A new trend in push notifications! Using them for situational marketing

[ishanijerin1]

This time, I would like to explain some new trends in how to utilize push notifications.



table of contents
1. Push delivery of One to One recommendation information
2. Situational Marketing
3. Automatic optimization
1. Push delivery of One to One recommendation information


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Until now, the most common methods of push notification delivery have been simultaneous delivery, segmented delivery, and location-linked delivery.

These include uniform campaign announcements instagram database via simultaneous distribution, campaign announcements tailored to general customer attributes via segmented distribution, and location-linked announcements to encourage customers within a store's trade area to visit or to announce limited-time sales.

Of course, the various push notifications mentioned above are effective in raising awareness of initiatives, encouraging store visits and purchases, but the needs and situations of each individual customer are different.


Recently, an increasing number of companies are moving forward with operations that link apps with member information, and as a result, they have begun to link "purchase data" with "behavioral data" and push different information to each individual.

For example, it is becoming possible to comprehensively understand not only past purchasing history and favorite history, but also in-store behavior information such as visiting but not purchasing, and the number and frequency of visits to the store, and then send push notifications when recommended products become available.



2. Situational Marketing


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Currently, I think that many push notification operators consider the content and timing of their deliveries while forming hypotheses based on past experience, such as, "Since 7:00 to 8:00 in the morning is rush hour, if I send a push notification, it will likely be opened by people on the train," or, "Since working people are on their lunch break around 12:00 on weekdays, they will likely be more likely to open a push notification."


However, even if the demographic attributes are the same, each person's situation is different.

By taking into account each individual's situation, push notifications can be delivered with the content they want to read, at the time they want to read, and in the place they want to read it, thereby maximizing the effectiveness of push notifications.


In our company's experiments, we found that when a system inferred "each person's relaxing situation at home" from each individual's usual behavioral patterns and sent a push notification (the timing and location of the delivery varied from person to person) compared with standard push notifications, the open rate was 1.6 times higher.

It is becoming possible to deliver push notifications that each individual feels are most comfortable in a given situation, such as when they board a bullet train for a business trip, when they have just finished dinner with their partner, or when they are feeling high after attending a festival event.



3. Automatic optimization
In order to realize the one-to-one recommendations and situational marketing mentioned above, it is necessary to handle large amounts of data and quickly implement the PDCA cycle, making automatic optimization using a system indispensable.



By accumulating information for each and every user on what kind of results are obtained when sending push notifications with what kind of content and in what kind of situations, and by learning and continuing to practice the most appropriate way to communicate with each and every user, it is possible to strengthen relationships with a wide range of customers.



What do you think of this new trend in using push notifications?

We are moving away from the era of uniformly sending out campaign announcements, delivering information on best-selling items, or endlessly sending information that is directly related to information previously seen. We are now entering an era where push notifications will be used to communicate in the most optimal way, taking into account each individual's interests, concerns, and preferences, as well as the state and situation the user is in.

We would like to utilize push notification technology with the mindset of always prioritizing the user's perspective and asking ourselves how we can stimulate communication between companies and users.