Mobile Push Marketing

Content Distribution for intensive customer relations
on iOS and Android phones with and without app

Marketing communication in the messaging age

Smartphones in combination with social media and messenger services have permanently changed communication behavior. Companies need more agile marketing communications than ever before to keep pace with their customers. However, mobile communication not only presents marketers with challenges, but also brings opportunity
to get much closer to the customer and get in contact with them more frequently. This works,
but only if the communication is fitting and worth it for the customer. Because in the new
Messaging and feed era, the customer decides who will inform, inspire him and how,
marketers are allowed to interact with them.

Reach users

they are.

own a smartphone in Germany

Source: Deloitte Mobile Consumer Survey 2018

Communication is mobile:
Even the 55+ generation uses its smartphone and the new communication channels such as social media and WhatsApp intensively.

Reach users

they want to be reached

Short, crisp content is in demand
in high frequency.
Users want to have the choice
which channnels
they want to get
informed from
And they expect valuable
communication that fits them.

The direct line to the customer
as important
as never

Owned Media First.

Two major challenges will keep marketers busy in the near future:
On the one hand, ad remarketing is in massive danger due to more strongly enforced legal regulations and browser restrictions.

On the other hand, access to the customer is increasingly controlled by gatekeepers and declared to be the core of the business model.
This inevitably creates dependencies and rising costs.

001. // Remarketing vs. data protection

If the requirement for informed, active, voluntary cookie consent is met, cookie-based advertising suffers tremendously.

Likewise, Apple and Mozilla are constantly tightening the tracking protection of their browsers.

Permission marketing offers an alternative here, which does not require personal data and is proven to be GDPR-compliant.

002. // Gatekeeper-platforms

Whoever controls customer access controls the market.

In today’s online market, it is primarily the so-called GAFAs (Google, Amazon, Facebook and Apple) that dominate the market with attractive services.

However, the greater the dependency, the greater the risk of being left behind in the event of algorithm, cost and other

Why use a new channel?

There is E-Mail after all!

In contrast to SMS, e-mail continues to enjoy great popularity. The mobile marketing mix should therefore not be about email, social media or push notifications. but rather about an intelligent mix of all of them, with mobile push offering unique advantages:

001. // E-Mail versus Push

  • Email is not real time, it lands in the inbox first, possibly even in the ad tab. Push notifications, on the other hand, have a 90% open rate compared to 25% for email*.
  • Creating and sending emails is time-consuming. Creating push notifications is even really fun: short text, link and thumbnail image –
  • Email lends itself to more comprehensive content and weekly to monthly updates that are not reflected on the website in the same way.
    However, push notifications tolerate more frequent frequencies and also promote “small” news, tips, offers, etc. excellently. Communication messenger style.

*Source: Branchen Benchmark E-Mail Marketing Newsletter2Go 2019

The four types of
Push Notifications



Via WhatsApp for 1:1
communikation und facebook
messenger für news-media.


On desktop and smartphones except
for Internet Explorer und iOS-


messages from Apps, depending
on existance and dissemination


Notifications via Apple
Wallet News & Loyalty Cards.

01 Messenger Push

For service and news media

001 // News per WhatsApp

WhatsApp is used by 58 million Germans every day*. Unfortunately, the messenger cannot be used for promotional marketing communications:

  • Free messaging is only allowed within 24h after user interaction via WhatsApp with the company.
  • High cost of 8 cents per message per recipient after the 24h.
  • Messaging only with pre-approved templates without promotional content.

→ Therefore, WhatsApp notifications are only for 1:1 interactions and targeted messages such as reservation confirmations
or appointment reminders

002 // News per Facebook Messenger

Facebook Messenger is used by just under 20% of Germans every day*. Unfortunately, this messenger cannot be used for promotional marketing communication either:

  • Messaging is only available for registered news publishers.
  • Only editorial content is allowed.

→ Therefore, only news media can offer their customers up-to-date news via Facebook Messenger.

*Source: Facebook, Sep 2019

02 Web Push

Messenger-like via Browser without
content and amount limits

001 // This is how Web Push works

On the website, visitors can consent to receive messages.

Then, recipients receive messages directly on their (lock) screen.
By clicking on the message, they are taken to the target page.

002 // Anatomy of a mobile
Web Push Notification

003 // Anatomie of a Desktop
Web Push Notification

004 // Pros and Cons of Web Push Notifications


Analysis Strength

Extremely attention grabbing

  • Brief messages to the point
  • Appear on the screen immediately

Full control

  • Independent of platform algorithms
  • Individual targeting according to behavior and recipient


  • Browser-based Opt-In und Opt-Out
  • No personal data necessary

Simple to use

  • Enter image, short text and link
  • Set send time and recipient or set triggers resp.
    define work flow


Analysis Weakness

No native iOS support

  • So far, Apple only enables Web Push via the Safari browser
    on desktop computers

03 App Push

A must-have for apps

001 // Especially for apps

For many valuable notifications from apps, a connection via API to backend systems is useful. For example, information about travel bookings and the like can be sent.

Besides that, any actions in the apps or even longer inactivity can trigger notifications.

04 Wallet Push

More than just a web push supplement
for iOS

001 // This is how Wallet Push works

On the website, iOS visitors are invited to add a News Card.

After adding the card, recipients can receive messages. At the same time, the Wallet Card can be updated with offers,
Codes and much more.

In addition, QR codes can be added, loyalty functions or geo-fencing can be used.

Push Notification

If you have a website and you want customer loyalty
it is important to…

  • Use Web Push Notifications

If you have a lot of 1:1 interactions or a messaging

  • Use Messenger Push

If you have an app and enough active users

  • Use App Push

If you don’t have an iOS app, but have a significant
iOS customer share…

  • Use Wallet Push

with Blitzstart
just start

001 // Faster Time-to-Market and
minimal IT effort

Integration into website and app is done in minutes thanks to plugins for standard systems.

Using feeds, interfaces and connected services such as Zapier, Mobile Push can flexibly and seamlessly interact with existing CRM, ERP, PIM and data warehouses.

002 // Triggering, Automation
Workflows und Customization

The key to highly individualized communication at best-in-class level is comprehensively integrated tracking with Audience Data Platform.

The service orientation of the provider is also decisive in this respect, in order to be able to react flexibly to individual requirements.


  • the most direct way to users with high interest
  • a new remarketing channel in an ad-like format
  • low-priced thanks to shipping flat and free basic editions
  • effective content distribution
  • State-of-the-Art communication
  • Privacy-compliant permission marketing
  • Integrated and set up quickly
  • easy and fun to use
  • sensationally successful data-driven (behavior and interest based)
  • particularly easy to automate in combination with Wawi, CRM & Shop

The Mobile Push Marketing Guide is available for download here



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