Last update: September 2021

4 mins to read - 2020/05/06

OpenBack Provides Dynamic Notifications for Superior Mobile Engagement

The mobile industry has seen an unprecedented surge in downloads since the start of 2020. And the next few months will likely see a renewed interest in mobile engagement. Mobile engagement- specifically, push notifications – are the best way to get personalized content to your users in real-time. Delivery is reliable. Plus, notifications can be tailored to the user’s benefit based on device-side data signals. But push notifications have received a bad rap in the past, and moving forward, mobile marketers will need to employ a truly next-generation technology to best connect with users. In the case of mobile engagement, dynamic notifications are that next-gen tech.

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What Are Dynamic Notifications?

Dynamic notifications are a mobile engagement feature unique to OpenBack. In our work with the mobile apps industry, we we saw how quickly changing situations (or typos) can make a push notification become obsolete or misleading. With standard notifications and SMS, the only way to correct this is to send more notifications with updated content. And this breaks the Golden Rule of push notifications: send no more than necessary.

Our solution was to build a notification that developers can edit, update, or even delete after sending them. Even after the notification has delivered onto your user’s device! As long as the notification is sitting unread in your user’s Notification Center, it can still be updated. This extends developers’ control over the content they send out. Thus, they can ensure that the communications users receive are accurate, high-quality, and personalized. This then reflects well on the mobile app.

Use Cases for Dynamic Notifications

The reasons for why this is a needed feature for any push notification campaign are limitless. And we’re not even counting the potential for erasing typos, or notifications sent out to the wrong segment of users.

The most obvious use case for dynamic notifications is for mobile apps that deal with real-time information. For example, take a news app that is updating on a breaking news situation. It is sending its users push notifications with news headlines as the story unfolds. But as more accurate information comes in, they are forced to amend their content. Users will not appreciate receiving a flood of “errata” notifications. With dynamic notifications, you can swoop in at the last minute with the correct story, with minimal hassle.

This is feature also holds enormous value for:

  • traffic and weather apps
  • sports apps updating scores in real-time
  • airlines or travel apps updating gate changes or delays
  • financial or stock tracking apps
  • any other app in the fintech industry, e.g. cryptocurrency exchanges

Potential for Balancing Out Human Changes

In addition to the above types of scenarios, results of changes due to external forces, dynamic notifications will also help clear up intentional changes in terms of human interactions.

For example, suppose a medical patient requests a doctor’s appointment through their mHealth app. An algorithm assigns them the time slot of Friday at 2pm via push notification. But the doctor turns out to be on vacation on Friday, and reschedules the appointment to Monday instead. Sending out multiple notifications that contradict each other could cause confusion down the road. OpenBack allows you to intercept the unread notification in the notification center on the device end, and update it with the correct information.

This feature is especially useful for apps that are social, entertainment, or community based. Gaming apps in particular would find great benefit in dynamic notifications for LiveOps that can be updated according to changing situations in-game. For example, say you want to keep players updated with the top-scoring contender in a community-wide championship. Or if there’s a raid or another live event in your mobile RPG, in which a cohort of players team up to accomplish a task – with dynamic notifications, you can keep players abreast of the latest developments, while still maintaining an open invitation for them to join.

Dynamic notifications can also be used to correct deep links that may take players to bonus material or cosmetics that are out of their tier, or no longer available. For example, say players who spend a certain amount of in-game currency receive a notification as a reward, offering them a limited edition suit of armor, or temporary access to a secret level. Access to that armor may expire after 50 versions of it go out, or the secret level may shut down after 3 hours. In this situation, it would be very useful to redirect them to a different suit of armor, or another level. Otherwise they may feel conned, or suspect that the app has glitched.

OpenBack Provides Dynamic Notifications for Superior Mobile Engagement

Dynamic notifications are one of many features OpenBack offers to kick your mobile engagement campaign up to the next level. The user’s benefit should be the ultimate goal of every push notification strategy. This means that you should be sending them as few notifications as possible. But make sure those notifications are of top quality, and with real-time accuracy of information. After all, there’s a limited number of “Correction” messages a user will put up with before they opt-out of notifications entirely.

Combine the use of dynamic notifications with our 40+ data signals and segmentation capabilities to ensure that each user is receiving the information they need, at the time that’s most convenient to them.

Read about more strategies to boost your click-through rate, such as adaptive scheduling, or personalization tips. Or get in touch with one of our experts for more information.

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