Mobile Push Notifications

Resumen

Mobile push notifications (MPNs) are alerts that ‘pop up’on smartphone screens using the combined power of short messages and the visual imagery of print ads. These messages can be targeted at specific users based on their interests, past behaviour or time of the day. This helps to achieve an immediate behavioural response–to get the user to click on the message that will land them on the sender’s app/website (Pielot, Vradi and Park, 2018). These can be very useful for delivering context specific promotional and engagement messages (Buhalis, 2020) using personalization and contextualization in real time (Buhalis and Sinarta, 2019). MPNs share several features with other proactive digital communication tools such as short message service (SMS) text messages, multimedia messaging service (MMS) or email. All of them can reach a large number of consumers with messages that combine many creative …