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Unit 6.4

SMS, Push Notifications, and App-Based Marketing

Digital Marketing Course

Learning Objectives

By the end of this chapter, you will be able to:

  • ✅ Differentiate between SMS, Push, and App-Based marketing channels.
  • ✅ Analyze the strategic advantages and limitations of each mobile marketing method.
  • ✅ Outline best practices for creating effective SMS and Push Notification campaigns.
  • ✅ Identify real-world examples of app-based marketing, particularly in the Nepali context.

The Mobile-First Landscape 📱

These three channels represent a direct line to your customer's most personal device.

Direct & Personal

Messages are delivered instantly into the user's hand.

High Engagement

Mobile notifications command immediate attention.

The core principle is reaching the right user, at the right time, on the right device.

1. SMS Marketing 💬

Definition: The practice of sending promotional or transactional messages to customers via text message (Short Message Service).

  • ⚡ High Open Rates: Reports suggest up to 98% of SMS messages are opened.
  • 🎯 Time-Sensitive: Ideal for flash sales, appointment reminders, and event alerts.
  • 🔒 Permission-Based: Crucial to get explicit opt-in from users to avoid being marked as spam.

SMS Marketing: Best Practices

✅ Get Consent

Always use an opt-in system. Unsolicited messages damage brand trust and can have legal consequences.

🕒 Timing is Everything

Avoid sending messages late at night or during early morning hours.

🔗 Keep it Concise & Clear

Stick to the 160-character limit. Use URL shorteners for links.

📣 Have a Strong CTA

Tell the user exactly what to do next: "Shop Now," "Show this text," "Reply YES."

2. Push Notifications 📲

Definition: Clickable pop-up messages sent from a mobile app to a user's device, even when the app isn't open.

  • 🔄 Re-engagement Tool: Excellent for bringing dormant users back to your app.
  • 📢 Rich Content: Can include images, emojis, and deep links to specific app sections.
  • 📊 Segmentation: Can be highly personalized based on user behavior, location, and preferences.

SMS vs. Push Notifications: A Comparison

SMS Marketing

  • Reach: Any mobile phone.
  • Opt-in: Phone number required.
  • Content: Text-only, 160 chars.
  • Cost: Per-message fee.

Push Notifications

  • Reach: Only users with your app.
  • Opt-in: App install & permission.
  • Content: Rich media, interactive.
  • Cost: Often free/included with platforms.

⚡ Key takeaway: SMS has broader reach, but Push allows for richer, app-centric engagement.

3. App-Based Marketing 🛍️

Definition: The practice of promoting your business and driving revenue *within* your own mobile application ecosystem.

This strategy turns your app from a simple tool into a dedicated marketing channel.

Key App-Based Marketing Strategies

In-App Advertising

Monetize your app by displaying ads for other, non-competing businesses. (e.g., banner ads, video ads).

In-App Purchases

Sell digital or physical goods, services, or premium features directly inside your application.

Loyalty Programs

Reward users with points, badges, or exclusive content for their continued engagement and purchases.

Practical Application: The Nepali Context 🇳🇵

🔍 Let's look at local examples:

  • SMS: Ncell or Nepal Telecom sending a text about a new data pack offer. "Dear customer, get 5GB data for just Rs. 120..."
  • Push Notification: Foodmandu sending an alert during lunchtime. "🍔 20% OFF on burgers from your favorite restaurant! Order now."
  • App-Based (Loyalty): eSewa offering Reward Points for every transaction, which can be redeemed for vouchers.
  • App-Based (In-App Purchase): Daraz suggesting "Frequently Bought Together" items on a product page to increase cart value.

Summary: Key Takeaways

  • 🎯 SMS Marketing is a powerful tool for time-sensitive offers due to its near-perfect open rates, but requires explicit user consent.
  • 🔄 Push Notifications are essential for re-engaging app users with rich, personalized, and context-aware content.
  • 🛍️ App-Based Marketing transforms your application into a self-contained ecosystem for advertising, sales, and building customer loyalty.
  • 💡 The most effective mobile strategy often involves a thoughtful integration of all three channels.

Thank You

Any questions?

Next Topic: 7.1 - Social Media Marketing Strategy

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