In mobile marketing, there are two main ways of sending messages. The first of these is called push notifications, and the second is SMS text messaging. Both appear to be almost identical on a mobile phone screen, but how they work is very different.
What is a push notification and what are the benefits of sending them?
A push notification, even though it looks like an SMS message, is more like the pop-up adverts you get on an internet browser. They are only received by someone who has downloaded an app to which they are ‘attached’, and might be used to send different information such as:
- Account balances
- Special offers
One of the main advantages of push notifications is that because they only go to people who have downloaded your app, you won’t need specific consent to send messages.
Another advantage over SMS messaging is that push notifications can be any length, whereas SMS messages are typically limited to 160 characters.
For a business that is app dependent, and may have lengthy sales messages, push notifications can be a useful solution as long as potential leads are persuaded to go to the trouble of downloading your app.
What are the benefits of SMS messaging over push notifications?
One obvious benefit is that SMS messaging can be sent to any mobile phone, and is not restricted to smartphone users: this gives businesses a wider reach, though you can only send SMS messages (including bulk SMS) to customers who have opted in to receive messages from you.
Another advantage that SMS messaging has over push notification is that an SMS can be set up to be sent from a personalised Sender ID: this might be a specific named person, your organisation’s name, or perhaps the title of your campaign. Push notifications always have the app name as the title.
For lots of companies this is an important consideration, and especially those like Girl Friday Hospitality Solutions. It provides marketing, brand development, and event management services to a number of pubs across NSW. It found SMS messaging allowed it to streamline its marketing efforts and tailor messages to mobile phone users according to their individual clients.
SMS messaging also allows your business to interact with its customers, initiating a ‘conversation’, whereas push notifications are always one way.
If your business is an app based business, happy to rely on marketing to only those who have already downloaded your app, then you’ll probably be satisfied with push notifications as your mobile marketing tool of choice.
If, on the other hand, you want to market to as wide an audience as possible – no matter what make, model, and type of mobile phone they have – in a personalised and engaging manner, then you’ll be best advised to use SMS messaging to satisfy the goals of your mobile marketing campaigns.
To find out more, contact directSMS today: one of our representatives will be happy to answer any questions you have on the phone, or you can use email if you prefer.