Airship has been innovating around push notifications for more than a decade, a lifetime in internet years. Airship SVP of Marketing Mike Stone, the latest guest on Street Fight’s Heard on the Street podcast, broke down the company’s approach to the mobile marketing business.
“There are two dimensions. One is the proliferation of devices and the channels that are attached to them, but there’s also that much more difficult thing of what consumers are willing to do,” said Stone. “The devices are one thing, but it’s also, once they’re there, where’s that line of creepy versus helpful.”
The content consumers are craving is personalized and brief. Over 40% said they would like content experiences between 15 and 30 seconds, and another 26% favored engagement somewhere between 30 and 90 seconds. Despite amplified privacy concerns of late, 68% indicated a willingness to trade some personal information in exchange for content tailored to their interests.
Brands still trigger-happy on mobile push notifications may want to reconsider. Twenty-five percent of respondents ranked them as their least liked content delivery method among current and future modes of discovery.
With the volume and velocity of messaging in the digital economy increasing seemingly exponentially, brands everywhere need to weigh not only what information and content they share but also how much and the delivery channel they use. When it comes to highly connected millennials who use location-based apps, a new study indicates brands and retailers stand a good chance of cutting through the clutter with push notifications.