The day of reckoning is upon us, the long awaited iPhone 6, iOS 8 and the iWatchwere announced today. Let’s cover the basics of what was announced, and how it could potentially fit into your marketing mix for Q4 2014 and heading into 2015.
For starters – the iPhone 6 comes in a 4.7 inch screen and a 5.5 inch screen, clearly larger than the current 4 inch version. The new wave of ‘phablets’ continue to bring quality experiences to consumers who not only love bringing their mobile devices on-the-go, but also want to use it at home for more long usage.
iPhone 6 / iPhone 6 Plus / iWatch:
The new devices allow for a more connected ecosystem of devices that you will see continue to expand over the next decade. For now – at the very least, you will see larger screens drive more time spent on mobile phones, stronger engagement, richer mobile ads and a rise in video consumption. It’s something that’s been noticeable with the Galaxy S5 vs. other android devices, and you can imagine given the affluent demographic that Apple reaches, those numbers will be even stronger on the new iPhones. The iWatch becomes an interesting piece to future marketing tactics as it will be an extension to your products.
App Extensions:
Perhaps the biggest announcement in iOS 8, app extensions will allow for customization and open the iOS ecosystem to 3 parties. This includes custom interaction in the notification center, sharing extensions for other apps to share content and others including 3 party keyboards, etc... What does this mean? Imagine being able to tap into instagram’s filters while in the pinterest app or sharing content from Safrai to your Facebook app without actually opening the app. Or even imagine being able to buy something on the whim from a push notification without actually entering the app itself. These are some simple cases, but you can imagine the seamless experience apps will be able to offer now and the user experience people will get to enjoy.
Apple Pay:
ApplePay is Apple’s new payment system that will allow users to seamlessly charge payments with their current credit cards via NFC and Touch ID scanning. Apple Pay also gives the opportunity for developers to allow one-touch payment processing at checkout and using your TouchID. Apple says more than 200,000 merchants will support the platform. This feature significantly reduces the barrier to logging in, making a purchase or any other behavior that requires people to input a large amount of information. Now the same information (e.g., credit card) can be stored and authorized using a person’s fingerprint — leaving significantly less friction and less opportunity for abandonment. The key thing to note here is Apple will not share any personal information (address, credit card info, etc…) with the merchant.
So what does this all mean for marketers? It continues to be a huge push into the era of big data, harnessed by the power of an integrated ecosystem and connected devices. To understand this new age of technology and how it affects marketing, it’s important to look at a few key factors:
1) There’s a tipping point of consumer usage with the majority of time spent now on phones, phablets and tablets
2) Privacy is always Apple’s top priority, but you imagine marketers will find loopholes to get more information on how consumers are using devices for both online purchases and now in the physical world
3) These devices are becoming the most trusted piece of a person’s life – now most notably as apple tries to replace credit cards and wallets
4) App usage continues to grow as do connected devices (cars, watches, wearables, etc..) – app extensions will seemingly make things smoother, and tracking media dollars now becomes more difficult than the standard world of cookies allowed. New IDs (Fingerprinting, Device IDs, etc..) should be a key to your cross-device marketing. And ensuring your app is seamlessly integrated to the new iOS 8 will separate winners from losers in 2015.
Given these 4 important factors, why would mobile NOT be an important piece of your marketing mix? Consumers are always ahead of the curve, but the wealth of data can help discover HUGE learnings for your brand. After all, the majority of purchases are still made in physical stores, with much of that initial research and product learning being done in the digital world. Mobile data is the key to bridging all the gaps in your marketing funnel.
Products like Venmo, Uber and Seamless have already proven the intuitive nature of power buyers, but now Apple is allowing a much larger adoption. What do wesee here at Pivmo possible in 2015? We see opportunities for higher impact on bigger screens, real-time messaging to drive impulse purchases - based on triggers such as location, context, social chatter, buying habits and relevancy. We see the opportunity for mobile being the most influential data source to understanding how consumers interact with all channels. We see video consumption on the rise, ultimately powering brand dollars. And finally, we see brands continue to explode through the power of mobile innovation and marketing winning over the new wave of consumers.
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