Wonder

Research Outline

Prepared for Lisa W. | Delivered October 23, 2020

Push Notifications - Case Studies

Goals

To identify case studies where brands have sent digital notifications to potential consumers while performing certain activities (such as watching the TV) at predefined locations (such as their homes or pubs). The report should also include a list of vendors capable of offering such services. 

Early Findings

Push notifications, which are digital messages sent directly to consumers, are frequently used in the United States as marketing tools to inform potential clients of present or upcoming sales opportunities. 
Push notifications are capable of executing complex notification scenarios. Most push notification tools rely on user location, interests, and past interactions with a service to determine how and when such push notifications are to be deployed. 
Although we were unable to identify case studies matching the described scenario, which involves displaying push notifications when a potential client is about to catch a game at home, similar utilization of push notifications has been deployed in the US. Below are some examples of related utilization of push notifications from popular brands:
 LYFT: The service previously ran a push notification campaign that alerts the user and reminds them to book a ride just after they get off from work. The app is able to determine the user's present location and what time they get off from work in order to correctly deploy the push notification. 
 NETFLIX: The service ran a push notification ad campaign that alerts users to new movies similar to their past movie selection. The service uses past customer data to suggest new movies that might interest the user and communicates that to the client through personalized push notification messaging. 

Summary of ResearchOur preliminary research indicates that push notifications are popular and vastly available in the US. Also, push notifications are capable of reaching users at home and can target specific user activities or interests. However, we were not able to identify any brand that has applied push notifications in the fashion initially stated. Netflix and Lyft are two examples of brands that have deployed complex push notification systems based on location, habit, and user preference. 