A Primer on Mobile Event App Push Alerts

Posted by Matt Milloway on Mar 21, 2017

Few features in today’s digital marketing landscape rival push alerts in terms of actionable engagement to attendees. While emails get overlooked and the lifespan of social media posts are often counted in minutes, a push notification is sent directly to an attendee’s favored mobile device for consuming content.

Not only are push alerts more direct and interactive than most other forms of digital communication, the options afforded event planners—from scheduling notifications to inserting deep links—opens up a wide range of benefits worth leveraging in any marketing strategy.

Continue reading for an overview on push alerts in a mobile event app and how the engaging feature can be used to great benefit when interacting with your attendees. 

Push Alerts Explained

Push alerts—often referred to as push notifications—are short text-based messages sent to a user’s smartphone or tablet. The alerts, often the first thing individuals see when revisiting their mobile devices, must be opted into by the user for each mobile app. This initial acceptance from the app user is vital; building trust in advance of the app download between your organization and end users ensures more people opt into push alerts.

While push alerts enjoy high engagement rates, the fairly invasive nature of the technology means notifications should be highly relevant and timely. Simply blasting repeated marketing messages with no tangible value quickly erodes trust and leads to more people opting out. Consider push alerts as an invaluable and direct channel to attendees that must be used wisely and with end user’s best interests at heart.

Scheduled Push Notifications

One significant benefit of push alerts is the ability to schedule messages in advance. Does your organization want to use the ‘set it and forget it’ approach to queue dozens of messages in advance and move onto other tasks? How about setting alerts to appear at a specific time in a time zone halfway around the world?

The ability to schedule notifications in advance—and even dictate criteria like sending the message only to iOS users—gives event planners and organizers a targeted tool for effectively interacting with users. No longer does engagement mean sitting at a computer the moment a message needs to go out; instead, hosts can coordinate with their internal team, as well as exhibitors and sponsors, to send messages at just the right moment. 

Push Alerts and Deep Links

Push alerts must provide value. Deep links, or linking specific content in your mobile event app to a push alert, exponentially increases the benefit of any message to attendees. Sharing a last-minute scheduling change? Don’t just mention the room number switch, but link the full session detail page to the push alert. The same concept applies to promoting an exhibitor or discussing a new product launch; incentivizing users to tap on the push alert to read a bigger explanation in the mobile app boosts usage stats and reflects a win-win for everyone involved. 

Incorporating Push Alerts into Your Event Strategy

Push alerts should be integrated into any event engagement strategy to complement everything from emails and social media posts to registration booths and signage. Both a marketing channel and tool for real-time communication to address the unexpected, push alerts can also be used for less traditional things like gamification (e.g. a scavenger hunt) or post-event engagement to direct users to an important survey or new content addition. If used properly, push alerts can be leveraged around the year to engage attendees and interact in a direct, real-time manner unavailable in most other forms of communication. 

For more information on using mobile push alerts for your next meeting, conference, or trade show, and to speak with an AppBurst representative about mobile event apps: