Business of Apps Podcast20 Jun 2022

#111: Push Notifications with Nicole J Castillo, Senior Director, Mobile Products at NewsCorp

How do you get your app users’ attention and communicate something to them?

Well, if you could just be next to them, if you could just live in their neighborhood that would be easy to do. But you can’t live next to tens of thousands, even millions of people who use your app at the same time, right?

So what do you do? You use digital communication channels like email, in-app messages, and yes-push notifications. The latter is the topic of my today’s conversation with Nicole.

Today’s Topics Include:

Nicole’s 10-year journey spans telecom, real estate, and today it’s media & publishing
How push notifications stack up against other digital marketing channels
How many push notifications do people get on a daily basis and their attitude toward them
From what kind of apps people don’t mind getting push notifications
Types of push notifications
Challenges app developers and brands face when it comes to pushes
Nicole’s wishes for what to change in push notifications tech
Android or iOS? iOS
What features would Nicole miss most? Google Maps
What’s missing from mobile app technology? The tech will allow the balance between using your smartphone for so many things and yet not being addicted to it.

Links and Resources:

Quotes from Nicole J Castillo:

”I think it’s obvious for push notifications as the way to leverage the economy of scale. You have push notifications, people are aware how they work. Anybody who has a phone for any number of years they know how to turn them off when they become annoying. But there has been a lot of rise in opt-in and opt-out options, Focus Time and the newest stuff with Apple’s lock screen.”

What we’re seeing is that one average we’re talking about 46 push notifications a day, like almost 50 a day and probably more depending on your type of apps”

I’m really interested to see the evolution, so I’m not necessary interesting in seeing a new standard, I really want to see where push notifications can evolve to.”

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