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For Zomato to Dunzo, and from the witty to weird, why notifications are a serious business

By Amelia Podder

For Zomato to Dunzo, and from the witty to weird, why notifications are a serious business

Synopsis

While marketers say the ubiquitous push notification has little effect on driving transactions, they can’t afford to junk it either. For, it has an intangible effect that’s tough to define by way of metrics. Data-crunching, behavioural insights, cultural cues, and wordplay — there’s a lot going on behind the scenes to craft a message that can either evoke action or ennui.

“Oh Rasam, mohabbat ki kasam…. Feel Lucky re Ali with your favourite food delivered.” “Woh chili, woh chali…. No need to go to kirane ki gali.” You would either find these puns cringeworthy or screenshot-worthy, but you wouldn’t find them ignore-worthy. Zomato was the first to make pop culture the mainstay of online advertising among new-age companies. Then Dunzo took it one step further by incorporating it in the tiny pop-ups on the phone.

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Amelia Podder