While there are external factors that cause user churn that mobile app marketers aren’t in a position to control, the push notification is not one of them. Indeed, too many pushes can even cause users to uninstall an app entirely, implying push notifications can drive mobile app user churn up. They can also, however, be problematic if used thoughtlessly. In the ongoing battle to keep users engaged in a high competition, high-stakes marketplace, push notifications can play a key role. They also extend beyond mobile devices, to web push notifications on laptop and desktop computers, on both Windows and macOS. They can be used to convey information and updates, encourage users to engage with an app, send reminders, serve as a step in the user journey, and much more. The modern push notification can include media, action buttons, and can be tailored to individual users. The benefits were quite significant – now developers could communicate important information at any time, increasing the value of the apps to their end users. Push notifications allowed third party app developers to send messages to their apps’ users, even when those apps weren’t run. back in June 2009, alongside its iOS 3.0 version. Push notification technology was first introduced by Apple Inc.
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