A push notification is a message sent to mobile app users’ device to increase app engagement, retention, brand image, and revenue. The app doesn’t need to be opened when sending a push notification.

In order to send push notification, mobile marketers and app developers need to get consent from app users. The consent should be asked for before starting to send push notifications. It is preferred to ask for consent just after app install. After getting consent, push notification can be sent even on a locked screen to any device including a tablet, a smart watch, or a smartphone. Mobile marketers use 3rd party services to send push notifications. 

A push notification can include:

• A new content within the app
• New feature release
• Company update
• Personalized news or updates (delayed flight, etc.) 
• Discount news
• New friend request
• In-app message