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Forrester believes that notifications provide a North Star for the evolution of digital experiences. Digital business professionals' commitment to notifications now will pull firms forward in their use of proactive or pushed, highly contextual, and rightsized experiences that tomorrow's consumers will demand. A majority of firms use some type of notifications, but they lack sophistication in doing so. Digital business professionals can learn how to master notifications in part by benchmarking competitors and other leaders. A pure "monkey see, monkey do" philosophy will fall short. Digital business professionals must put processes, people, and technology in place to build their own best practices to win in customers' moments with notifications.
Key takeaways:
Target audience level: intermediate
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Today's digital experiences — including mobile messages — place too much cognitive load on consumers. The effectiveness of mobile messages depends on both the use case and the content. Consumers will turn off poor experiences very quickly. Future experien
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