Apple just introduced the newest additions to its product line, and much has already been said about what the iPhone 6, iPhone 6 Plus, and Apple Watch have in store for the marketing sphere. For the rest of the consumerist population, the devices are anticipated for their new design and features. But for marketing strategists, Apple s larger phones and small-screened watch bring opportunities for businesses to optimize their digital marketing strategy.
Size matters
Gone are the days when Apple ads focus on how the smaller and older iPhone models have the perfect size for swiping, typing, and other mobile phone activities. With the new Apple smartphones now taking pride in much bigger screens, we are left to ask: what can a 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus bring to the marketing battlefield?
It s not really hard to connect the dots between having giant screens and better marketing opportunities. Simply put, the new iPhone models will allow marketers to make use of much larger ad formats and richer media tools, such as videos and display ads, in advertising brands. The truth is, nobody likes to browse the web or play an online game on a tiny screen. Since users can now have a better experience in using their iPhone for online activities, marketers can take advantage of the increased mobile engagement of consumers by investing more in digital advertising.
Apple s new smart watch can also be a promising tool for marketers to communicate with consumers. Businesses should begin exploring how a wearable product can be the key to getting closer with their target audience, especially since the Apple Watch can be potentially in demand with fitness-conscious users.
Software tweaks and new features
The upcoming iOS 8 software update promises a much improved notifications system. The update now lets users take action on notification banners without having to leave the app that they are using. This interactive feature of iOS 8 s Notification Center not only makes app and new content alerts easier to access or open; it also makes the notification process more dynamic for users since they can take an action instantaneously.
For marketers, this is good news. This enhancement means that marketing content published on social apps and other digital platforms can now reach your audience faster. Consumers can now decide and react on your teasers, new blog post notifications, e-mail newsletters, and other marketing efforts in a much quicker manner, making the marketing-buying cycle shorter and faster to accomplish. Marketers must, however, be careful not to abuse this feature since consumers, especially Apple Watch users, may not take the frequent updates in a positive light.
The iPhone 6 and iPhone 6 Plus also come with near-field communication (NFC) feature. This enables iPhone users to use their smartphones for mobile payments through the service called Apple Pay. The service allows individuals to store credit card information on their phone and settle payments with just a single swipe. Needless to say, retailers must gear themselves up for this new smartphone function if they want to open doors to more customers.
The introduction of the new iPhone models and Apple Watch, along with their special features, is a promising breakthrough for marketers wanting to maintain a direct engagement with customers at the very point of purchase.
Marketers, as early as now, must think of ways on how the improved screen real estate and portability of the devices can pave way for better consumer interaction. Whether it s done over a mobile-optimized website or a visual photo or video platform, producing digital advertisements according to the new smartphone features can direct more profits to businesses.
With promising innovations like Apple Pay at hand, the future of marketing and retailing is bright. These new offers from Apple empower marketers to hold accountability on the entire purchasing process, from producing ads and making sure users see them all the way to eliciting consumer action and ending it with an actual purchase.
