On September 9th, tech giant Apple Inc. made a major announcement: the iPhone 6 (and iPhone 6 Plus) are on their way – and soon.
The company – using a tagline “Bigger than bigger” – is toting a bigger, better, and more powerful iPhone than ever. And per usual, consumers will be lining up outside Apple stores to get their hands on the new product.
The previous iteration of the iPhone, the 5s, was released September 2013 and went on to sell 9 million units in the first three days – setting the record for first weekend smartphone sales.
It is safe to assume the iPhone 6 will surpass these numbers. With that said, the most important question to ask is: “How, as a digital marketer, am I to react?”
Optimize for screen size
The most obvious cosmetic update to the iPhone is the screen size, which has increased from 4 inches (iPhone 5) to either 4.7 inches (the 6) or 5.5 inches (the 6 Plus). With the release of these new screens, this now makes four different iPhone screen sizes actively in the market (if you count the 3.5 inch screen on the 4 and 4s).
Taking into account the three different iPad sizes, as well as all other tablets and phones on the market, consumers have countless ways to view and access your website. Have you checked your website on each of them?
By utilizing responsive website design, your website will automatically adjust to the screen size of the user. With a responsive site, you can alleviate the issue and have your website shape to the device and provide your customers with the optimal experience.
With the iPhone 6 also boasting faster LTE download speeds than ever before, the importance of catering to this mobile audience cannot be stressed enough.
Integrate photos and videos
The iPhone’s new Retina HD display, combined with the emphasis on upgrading and improving it’s camera, are built for consumers to share pictures and videos like never before.
Take advantage of this new display, and introduce video advertising into your digital marketing mix! 85% of internet users view online videos, with over 90% of advertising executives arguing video is more effective than display ads.
The enhanced screens could motivate consumers as well, with a potential uptick coming for social engagement – including Instagram (Facebook’s photo-sharing network) and Vine (Twitter’s video-clip platform). Most businesses can already be found on Facebook, but with the new iPhone iteration, brands may also want to look at Instagram and Vine with the new screens.
Looking at the future of E-Commerce
The iPhone 6 is not the only product introduced by Apple this week. Tim Cook has also unveiled plans to enter the mobile wallet space with Apple Pay. Apple’s new product will allow users to sync their credit cards to their Passbook app to make online purchases with a single touch on their phone.
With a group of top merchants already on board – including McDonalds and Target – mobile payments are something to keep an eye on. If the emergence is to arrive as predicted, and the convenience and security come as advertised, this could have massive implications on how businesses sell their products online. Will your business have to incorporate E-Commerce?
Apple Pay arrives October 2014.
What about wearable tech?
Apple also revealed the Apple Watch – their contribution to the emerging wearable technology segment. What does this mean for notifications? Do consumers now receive emails and alerts without having to remove their phone from their pocket?
Brands may have the opportunity to connect with their users like never before, but this will absolutely be something to keep an eye on. Will advertisers utilizing the Apple Watch come off looking connected or intrusive?
Despite not arriving until early 2015, businesses may want to look at implementing direct email campaigns or mobile display ads in anticipation of the Apple Watch.
With the newest iPhone class shipping on September 19th, plus Apple Pay and Apple Watch to follow, it is your job as a digital marketer to adapt your marketing plan accordingly.
Emphasize, and cater to, the mobile users. Implement responsive design, use photos and videos to your advantage, and keep an eye on the future.
