Push notifications are growing up, and content companies are getting smarter about ways to deliver them. Once, they were little more than generic (often spammy) alerts deployed to grab our attention. However, push notifications – in all their forms and formats – have evolved to become regarded as the “first mobile-native messaging channel.” Deployed properly, push notifications don’t simply trigger us to check our lock-screen; they can inspire us to engage with content frequently and care about outcomes.
ABC News is using push to power personalized news experiences that are as unique as each user, aligned with a deep understanding of user interests and ideal contexts. Peggy Anne Salz – mobile analyst and content marketing strategist at MobileGroove – catches up with Doug Vance, Vice President, Product Development, ABC News. Vance is responsible for product development and strategy for ABC News digital properties including ABCNews.com, GoodMorningAmerica.com, mobile apps, OTT channels and other emerging platforms. They discuss how the company is extending its push strategy to drive consumer connection and keep the conversation going inside the app and beyond the smartphone.