SOURCE: Urban Airship

Urban Airship

May 31, 2012 09:00 ET

Urban Airship Launches Good Push Initiative to Educate Mobile Marketers on the Power and Privilege of Push Messaging

PORTLAND, OR--(Marketwire - May 31, 2012) - Urban Airship, the leading platform for high-performance push messaging to mobile devices, today unveiled a major educational initiative to help ensure the vitality of marketing's newest communications channel -- push notifications. Push messaging is used by mobile apps to communicate with opted-in users, arriving on the very personal real estate of smartphone home screens, similar in appearance to a text message, whether the app is open or not. Push notifications are a low-cost, highly effective communication channel that are received in real-time and can be location-aware, but consumers' tolerance for unwanted messages is extremely low. Good Push is an effort to educate and showcase best practices on how to serve mobile customers by delivering value-based messages to build a stronger brand relationship for the long term.

To help marketers understand the power of Good Push and its best practices, Urban Airship today released the first Good Push Index to quantify its impact on engagement and retention; The Pocket Guide to Good Push, which details the seven best practices to ensure consumer receptivity; and The Tales of Good Push animated films that humorously showcase different use cases.

In the coming months, Urban Airship will continue to publish best practices information, conduct webinars and seminars, and steward both industry efforts and consumer campaigns to champion valued use cases and advanced techniques that help ensure every push is a good push. The Good Push initiative also highlights why consumers enjoy the benefits of push notifications, with a tagline of "Good push does great things."

"Just like every other new communications channel that's come along, there's potential for good and bad push," said Brent Hieggelke, CMO, Urban Airship. "Because push engages people immediately on their smartphones, anytime, anyplace, these messages can either be seen as extremely helpful, timely and useful, or as annoying, even infuriating, distractions that drive people to turn push off. Push is emerging as one of the most powerful consumer engagement channels ever created, and marketers need to marshal efforts to understand how best to serve and engage customers with this new channel."

To help raise awareness of the importance of Good Push, Urban Airship is inviting people to tweet examples of good and bad push notifications including its handle (@urbanairship) and either #goodpush or #badpush hashtags. The top five examples each month, as judged by the company, will receive an Urban Airship t-shirt.

About Urban Airship
Urban Airship helps the world's top brands do great things in mobile. As the most globally deployed service for push notifications, in-app purchases and subscriptions, Urban Airship enables thousands of enterprise organizations to deliver exceptional customer service experiences, build engagement and better monetize mobile app audiences. The company delivers billions of messages per month with unrivaled speed and scale for leading brands such as Accenture, CBS Interactive, Groupon, Macy's, Soundtracking and Warner Bros. Its investors include Founder's Co-op, Foundry Group, Intel Capital, salesforce.com, True Ventures and Verizon. For more information, visit www.urbanairship.com and follow us on Twitter @urbanairship.