The Mobile Marketing Strategy That 90% of Web Retailers Are Pushing


When push comes to shove, this technique could provide some of the biggest benefits of mobile marketing.

The technique in question, push notifications, is now being used by an incredible 90% of the top online retailers, according to a September 9 Mobile Marketing Watch article.

The retailers surveyed are all on 2015’s Internet Retailer Mobile 500 list, and nine out of 10 of these retailers say they use push notifications to market products and services to consumers via their mobile devices.

If you’re a newcomer to all the benefits of mobile advertising and creating a mobile website, a push notification is a pop-up notification from an app that’s been downloaded onto a user’s smartphone or tablet. When the user receives the notification, he or she can choose to go to the app to see what’s new.

“For example, if a retailer has a sale that starts at 10 a.m., a notification could pop up at that time on a shopper’s phone whether or not she has the app open,” an InternetRetailer post explains.

And it’s easy to see why so many retailers are looking to “push” push notifications more than other types of marketing services — according to Mobile Marketing Watch, consumers who opt in for push notifications from their retail apps tend to open these apps 40% more often than those who don’t. These app opens lead to increased consumer engagement, and ultimately to increased purchases.

While this “push notification marketing” is one of the more emerging types of marketing services for mobile platforms, it’s also incredibly easy for a company to take advantage of it — all the business needs is an app.

And, according to recent studies, more and more businesses and retailers are jumping on the app development trend. Mobile Marketing Watch reports that 77 of the top 100 online retailers had their own app in 2013; this number is surely to have grown by 2014.

Of all the different types of marketing services for the mobile world, including the obvious benefits of a website geared toward mobile use, push notifications are definitely one to keep an eye out for.