THE FUTURE OF PUSH NOTIFICATIONS MARCH 20TH 2013 MAD | MCD Partners

@nicolecardoza  

We are emotionally, rationally, irrationally tied to our connected devices 75% of 25-to-29 year olds sleep with their phones

Digital natives switch their attention between media platforms once every two minutes

[27times/hour]

GOOD PUSH NOTIFICATIONS DRIVE…

URBAN AIRSHIP, 2012

67% of usage the first month 74% of usage two months after 81% of usage three months after

+ EASE OF CUSTOMIZATION

+ ENCOURAGES ENGAGEMENT

+ HIGHLY TARGETED

+ DRIVE TO APP

+ EASE OF CUSTOMIZATION

+ ENCOURAGES ENGAGEMENT

+ HIGHLY TARGETED

- INTRUSIVE

- COSTLY

- IMPLEMENTATION

+ DRIVE TO APP

- DRAINS BATTERY

&TELL ME WHEN TO USE YOU

INFORM ME WHEN I DON’T HAVE TO

Less than 2 years

2 to 5 years

Source:  Gartner's  Hype  Cycle  for  Emerging  Technologies,  2012  

5 to 10 years

TECHNOLOGY TRIGGER PEAK OF

INFLATED EXPECTATIONS

TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF

PRODUCTIVITY

HTML5

Big Data Application Stores

NFC Payments

NFC Cloud Computing

TIME

EXPE

CTAT

ION

S

Push Notifications

NOW  

Less than 2 years

2 to 5 years

Source:  Gartner's  Hype  Cycle  for  Emerging  Technologies,  2012  

5 to 10 years

TECHNOLOGY TRIGGER PEAK OF

INFLATED EXPECTATIONS

TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF

PRODUCTIVITY

HTML5

Big Data Application Stores

NFC Payments

NFC Cloud Computing

EXPE

CTAT

ION

S

2015  

Push Notifications

TIME

WHAT SHOULD WE EXPECT?

6 MONTHS Decline in push notifications due to increasingly regulations Actionable Quantity over quality

WHAT SHOULD WE EXPECT?

1  YEAR  Decrease in efficiency due to new platforms and devices

CLUTTER  FROM  WEB-­‐BASED  PLATFORMS  

Browsers learning how to bring push notifications to web experiences. But they’re not there yet.

SNACKABLE  CONTENT  AND  NO  UI  

OWNING  THE  LIVING  ROOM  

WHAT SHOULD WE EXPECT?

2  YEARS  Smart, efficient use of push notifications Prioritization on connectivity by screen size

PRIORITIZED BY PLACEMENT

Calls, messages, timely alerts

Less time-sensitive, further controlled

Real-time Location-aware

Evergreen messaging, time-intensive engagement

UTILITIES  HAVE  THEIR  PLACE  

LEVERAGE  THEM  

EMAIL  

RESPONSIVE EMAILS  

CTA SPECIFIC FOR PLATFORM  

LEVERAGE  OTHER  APPS  

DEVELOP  MESSAGING  GUIDELINES  BRAND

UPDATES PRODUCT UPDATES

RELEVANT NEWS

REMINDERS ETC

IMPACT?

ACTION?

IMMEDIACY?

INFORMATION NEEDED?

SET    EXPECTATIONS  

“Good to know. I can read the whole thing

later.” “I need to act on

this, or I’m missing out.”

TIMELY

1 – 3 SECONDS  

DETAILED INFORMATION

SIGNIFICANTLY  COOLER  TOMORROW!  

DETAILED INFORMATION

LOCALIZED

“OWNED” V. GENERAL INFORMATION

“OWNED” V. GENERAL INFORMATION

DELIGHTFUL

LATEST MOVE INVITES TO PLAY

adj. joyful, satisfaction, pleasing

DELIGHTFUL

UPDATES LATEST MOVE INVITES TO PLAY NUDGED “WAITING FOR YOU”

adj. joyful, satisfaction, pleasing

PROVIDE USERS CONTROL

Thank you!

@nicolecardoza nicolecardoza.com linkedin.com/nicolecardoza