Get Pushy with Mobile Notifications

Allison Howen
by Allison Howen 31 Jan, 2013

ExactTarget is stepping its game up when it comes to mobile marketing.

This is because the digital marketing provider has launched a new mobile application, called MobilePush, which enables marketers to send push notifications through a standalone application or integrate the push messages with campaigns across email, social and the Web via ExactTarget's Interactive Marketing Hub. By sending notifications directly to consumers' phones, marketers can increase engagement, drive conversions and encourage app usage.

"Consumers' rapid adoption of mobile is fueling a transformation that requires marketers to create and optimize mobile experiences at every point of the digital marketing mix," said Tim Kopp, ExactTarget's chief marketing officer and board member of the Mobile Marketing Association. "ExactTarget's MobilePush application provides the industry's first solution to seamlessly integrate app-level messaging that leverage engagement data from across email, mobile, social and the Web to deliver the most relevant engaging experience."

The ExactTarget MobilePus application features:

Cross-Channel Integration - The app's integration into the Interactive Marketing Hub allows marketers to associate push messages with ExactTarget-powered campaigns across email, social and the Web.

Advanced Segmentation - Users can trigger relevant messaging based on consumer preferences and engagement across email, mobile, social and the Web.

Reporting and Analytics - Users have the ability to view application engagement metrics in real time so that they can optimize cross-channel experiences.

Leading Technology - The app is powered by a partnership that leverages Urban Airship's Push notification technology with ExactTarget's data-driven cross-channel marketing automation.

It is important to note that in addition to launching the MobilePush application, ExactTarget also unveiled other new mobile innovations and capabilities, including the expansion of the company's MobileConnect SMS messaging application that now features additional API functionality to trigger real-time SMS messages and adds expanded cross-channel capabilities to power Web-initiated double opt-in and message delivery management. Moreover, ExactTarget's integrated mobile email capabilities enable marketers to optimize email messages delivered to mobile devices and preview email rendering.