Marketing Matters: “The Evolution of Push Notifications”

Push notifications have now become an essential part of advertising campaigns. They are highly personalized, interactive, and laden with features. But do you know the origins of this type of notification, which later became widely used in traffic management?

The push technology first appeared in 2003 with the introduction of the Push Service from BlackBerry 📬. The primary aim was to deliver real-time information directly to users’ smartphones, fostering more direct and personalized interactions in the digital space. Thanks to this service, BlackBerry users could receive emails, messages, and other updates instantly.

In 2009, Apple 🍏 made a significant breakthrough in push notifications by introducing the Apple Push Notification Service (APNS) along with their iOS 3.0 update. This system enabled third-party developers to send immediate notifications to their users. The messages could include alerts and sound notifications, engaging users and enhancing their overall app experience.

The following year, in 2010, Google 🎯 joined the game. They introduced their Cloud to Device Messaging (C2DM) service as part of Android 2.2. This feature was a direct response to APNS, offering Android developers a similar ability to send real-time messages.

Everything drastically changed in 2013 when push notifications became more interesting. Apple introduced “Rich Notifications” with interactive buttons and images, while Google launched the Google Cloud Messaging platform 🌥️.

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In 2014, Apple’s 🍏 technology took a significant leap forward by introducing interactive notifications. This feature, first introduced with iOS 8, revolutionized user engagement by allowing them to act on a notification without opening the app. This meant that users could respond to a text message, accept a calendar invitation, or like a social media post directly from the notification – improving user experience by making it more seamless and efficient.

However, the real game-changer came in 2016 with the advent of Web Push Notifications. This technology allowed notifications to be received on desktop browsers 🖥️ for the first time, extending the reach of push notifications beyond mobile devices. Now, brands could interact with their audience directly, regardless of whether the user was on their website. This opened a new approach to customer engagement, allowing companies to re-engage visitors, send real-time updates, and increase conversion rates.

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Simultaneously, in 2016, Google 🎯 made a significant move by replacing Google Cloud Messaging (GCM) with Firebase Cloud Messaging (FCM). Firebase Cloud Messaging extended the functionality of GCM, offering a more reliable and efficient solution for sending notifications to Android devices. It simplified the notification management process, making it easier for developers to send targeted, timely, and automated notifications to their users.

Looking back at the history of push notifications, one can easily see their undeniable contribution to the evolution of brand communication methods with their audience. From simple text notifications to personalized, interactive messages and browser engagement – they have become a powerful tool for user interaction.

In the future, we can expect push notifications to continue evolving, offering even more opportunities for personalization and interactivity. With technological advancements, we can anticipate the introduction of new features, improvements in user experience, and an increase in the effectiveness of these notifications.

And how often do you use push notifications in your advertising campaigns?

Keitaro Team

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