Modern Marketing Blog

Create a Powerful Mobile App Experience with Rich Push

February 17, 2016 By: Desiree Ma

Year over year, we’ve seen rapid growth in smartphone usage. A study by Flurry, a mobile analytics platform by Yahoo, showed that mobile use grew by 58% in 2015and all signs point to this upward trend to keep its momentum.  As dependency upon mobile devices continues to explode, it presents an opportunity for brands to create a better experience for the consumer. Today’s consumers expect instant gratification while shopping online or via an app on their smart device.  With the way that the market is changing with mobile in the forefront, marketers must be equipped with tools that allow them to optimize their engagement experience with their most loyal customers.

Oracle Marketing Cloud is excited to unveil Rich Push for its mobile app messaging channel.  While Push notifications has served as a way to encourage users to open and engage with the app, In-App messages (which was introduced in our last major release) are used to drive an already engaged audience to conversion with more targeted real-time content based on user actions within the app.  However, today the new Rich Push capability allows the marketer to reap the best of both worlds of Push and In-app to make our interactions with customers even more relevant.  To best understand how Rich Push is best used, let me walk you through a use case. 

Rich Push in Action: Example, Durham Denim

Greg Jones has an app on his phone for one of his favorite brands, Durham Denim.  He receives a Push message notifying him that a brand new Holiday Gift Guide has been released.  With a basic Push notification, if Greg swiped on the notification then it would bring him right to the home screen of the app, which maybe isn’t the top gifts or the favorite gifts. But, if this were a Rich Push message, Greg would be directed to a specific page on the app (with deep linking), a webpage, or to a landing page/in-app message within the mobile app. This allows the marketer to fully control the experience. Greg can close this message, and still be in the Durham Denim app experience that allows him to browse and add items to his cart.  Rich Push gives marketer the opportunity to intercept Greg before he went into the general experience with something that was relevant to that push notification. 

Rich Push is an efficient way to deliver a better user experience. Marketers are now empowered to easily manage every aspect of the mobile app experience to create an end-to-end customer experience that drives ongoing engagement in real-time.

We look forward to seeing our customers take their mobile app marketing strategy to the next level with Rich Push. To learn more about the Rich Push capability and how you can empower your mobile marketing strategy across your other marketing channels, please visit our website.

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