Mobile engagement platforms have sent over a trillion push notifications to people like you and me. Most of them, frankly, are mindless updates that somewhere, something has happened.
A few of them are useful and smart.
Increasing that few is something that Taplytics CEO Aaron Glazer is working hard on. Taplytics is an emerging player in the mobile marketing automation space with significant customers like Target, RBC, Shyp, and RetailMeNot. It is trying to go deep, not broad, in making the hundreds of daily interruptions that push generates useful, not annoying.
"Push is precious," he said. "You need to get the right message at the right time to the right person in a way that enhances the relationship."
375 mobile developers with over 900 million MAU told us what's working in mobile marketing automation
A retailer -- Frank & Oak, for example -- would have very different messages for different clients. In Vancouver, where the primarily subscription-based retailer has an actual physical location, it's one message. In San Francisco, where the company is a virtual resident, it's another. The acquisition funnel is different, the customer relationship is different, and purchase pattern is different ... and so is the relationship.
So the communication is, too.
