Swrve announced yesterday a new way to personalize push notifications on your smartphone, with the aim of making them much more effective for the user. They have a real time analytics and marketing platform to manage campaigns for companies. Chief executive Christopher Dean said they aim to ‘deliver an integrated story on omnichannel communications’.

The platform is available today as part of the company’s mobile-marketing automation services, with the ability to target notifications at individuals based on direct response to consumer activity. No longer will mobile marketers have to send the same message to millions of people, said Steve Gershik, the chief marketing officer at Swrve in San Francisco. Swrve says it can send push notifications dynamically in response to any event on any channel. Read more here