Customer Perception Towards Push Notification Marketing Strategies Practiced By Companies

Abstract

The study revealed that a majority of people, irrespective of their age group, are unhappy with the frequency with which mobile applications send notifications daily. Often, users miss out on important notifications because they are buried under the pile of not-so-useful notifications. Moreover, the research found that the content used in push notifications needs to be appropriate and not offensive, as it can have a significant impact on user perception. It is important to note that while push notification marketing can be a powerful tool for businesses to engage with their customers, it needs to be used judiciously. Too many notifications can lead to user fatigue, resulting in users turning off push notifications or even uninstalling the application altogether. On the other hand, notifications that are not relevant or contain inappropriate content can leave a negative impression on the user. The study also found that different application categories send varying numbers of push notifications. For instance, social media applications tend to send the most number of notifications, followed by e-commerce and news applications. This finding can be useful for businesses to fine-tune their push notification strategy and ensure that they are sending the right messages to their customers at the right time. In conclusion, push notification marketing is a valuable tool for businesses to engage with their customers. However, it needs to be used judiciously, keeping in mind the preferences and perceptions of users of different age groups. This study highlights the importance of understanding user behavior and preferences while designing push notification marketing campaigns. By doing so, businesses can ensure that they are not only reaching out to their customers but also engaging with them in a meaningful way. With further research and analysis, it is possible to gain deeper insights into user perceptions and preferences, leading to more effective push notification marketing strategies.