The Evolution of Push:
A Journey in Personalization
Are you a trailblazer or stuck in the past?
Take a look at the evolution of our most powerful channel and find out.
The Big Bang
In 2003, Blackberry (Research in Motion, or RIM) introduces Push Email for Blackberry users
Why it matters
This was revolutionary for business people. Email was transformed in to a real-time method of communication.
These notifications let Blackberry users know when they received new email.
Apple introduces the APNS (Apple Push Notification System) for iOS apps
Why it matters
This brought push notifications outside of email. Any app on the iOS system could now send push notifications to users.
This marks the beginning of multi-channel messaging; it’s the earliest opportunity for a mobile engagement or re-engagement campaign.
Multiple channels are great...but not without a strategy
Developer Competition Kicks Up
Google develops Cloud-to-Device Messaging (C2DM) for Android devices
This era is marked less by software developments, and more by how brands are using push. As adoption of mobile push notifications grows, personalization starts to emerge. We see user data becoming a part of messaging strategies rather than sending the same messages to every customer in the user base.
The Behavioral Era
In the behavioral era, brands start paying attention to customers on a more individual level. Rich software updates and emerging technologies start bringing push to life.
While GPS technology traces back to the 50’s and 60’s, it wasn’t until after smartphones had been on the market for a while and evolved so that location services weren’t a massive battery drain that location began emerging as a common, but powerful personalization tool.
Pushing past text-only
Android releases Rich Push which includes support for images and push action buttons
Apple announces support for push action buttons, releases push for Apple Watch shortly thereafter
Why it matters
Action buttons allow users to respond to and interact with brands without opening the app, allowing for a seamless experience, and Android support for images offers a richer, more engaging experience.
This is when customer-level engagement starts to come to life. User-level personalization becomes possible, and rich, cross-device campaigns emerge.
Have you thought about rich push?
Apple and Android have been since 2013!
Google announces web push for Chrome,
bringing the real-time, personalized power
of push to web.
Yep that's right,
web push has been
around since 2015!
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Cross-device & cross-channel campaigns
The Conversational Era
This brings us to the here & now and what we call the conversational era of push messaging. A well-functioning campaign works off real-time, unbounded data. Geo-targeting has become more precise, personalization has become even more individual and advanced, and messages have become richer and more useful.
Both Apple and Google (Android) announce support for carousel push, or multi-image push (we like to call it Push Stories). Apple takes it even further by adding push support for richer media including GIF, video, and audio.
Why it matters
Including multi-media allows brands to think more critically and creatively about how to best engage their users based on their individual habits and interests, the campaign at hand, and more. The possibilities continue to grow.
This rich media makes campaigns and messaging, well, even richer. Push notifications truly become vehicles of information rather than simply alerts.
Brands have all the data they need, they’re learning to take action on it. Stream-processing systems are replacing dated systems operating on yesterday’s data. Personalization is individual and in-the-moment. Push is rich, dynamic, and conversational.
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Advanced location targeting
Cohesive, cross-channel campaigns
Individualized recommendation campaigns
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The Intrinsic Era
As we look to the past to predict the future, it’s clear to us that push is getting RICHER, more INTERACTIVE, and more PERSONAL. Every day, our home devices become more INGRAINED IN OUR ROUTINES, our smartphones continue to get SMARTER, and our use of data continues to get more FOCUSED AND INTENTIONAL. Technology is becoming an ambient presence in our worlds, and messaging will continue to follow.
Is your marketing
frozen in time?
Let’s chat about how
to heat things up!
What era do you think
your team is in?