2. You may want an app too. Apps require more
intensive costs for development and promotion. Yet they're also
very convenient for repeat consumers. The biggest benefit to having
an app is that it increases the odds that you'll be able to
interact with consumers on their terms. The fact that more
consumers will have these smartphones means that the potential
reach for apps expands. There is still the downside of apps only
working for a specific operating system -- in this case, iOS -- and
even for Apple, it helps to customize apps for the iPad as well.
There's also clutter, with more than 500,000 iOS apps to compete
with. But the clutter's nothing new, as there are also billions of
3. Align ad spending closer to media usage.
Over the past several years, mobile usage has accelerated even
faster than ad spending. Interestingly, Apple didn't even bring up
iAd at its event; that 's beside the point. Use whatever ads make
the most sense for you, whether they're to promote your mobile
site, apps, physical stores or other experiences. Mobile ads can no
longer be relegated to your experimental budget.
4. People will be sharing more than they ever have
before. The iPhone 4 is already the most popular camera
for Flickr users, with the next four most popular cameras all
high-end models. Now, the 4S has a camera that competes directly
with most point-and-shoot models. Beyond that , sharing is more
core to iOS than it ever has been, from the new Find My Friends
feature to built-in Twitter functionality. Add to that the rumors
that Facebook is on the verge of new mobile-related updates, and
it's clear that marketers will have far more opportunities to
encourage and facilitate social interactions with their
5. Think about the cross-screen experience.
Apple joins Google and Microsoft in making it easy for consumers to
start an experience on one device and continue it on others. Do you
want to use your phone to play a game on your TV? What about
creating a document on your Mac that you can then polish up on the
road? Do you have photos on your iPhone that you wish were on your
iPad? All of this is possible now. Marketers should start thinking
about their own experiences this way. There aren't separate pools
of mobile users and TV watchers and internet surfers, let alone
magazine readers and in-store shoppers and out-of -home passersby.
They're people transitioning seamlessly across media, and your
brands need to be just as portable and adaptable.
6. Keep an eye (or ear) on voice search. Apple
made a big deal about incorporating its voice recognition
technology Siri into the core user experience of the 4S. Whether
you're looking for a nearby burger joint, checking flight times or
booking movie tickets, voice commands will speed up the process.
It's likely that Apple will follow how Siri has always worked and
present information and options from select partners. Yelp was
specifically mentioned, and this could wean even loyal users away
from rivals like Urban Spoon. The billion-dollar question is how
far voice recognition will go. Will people start using it to find
recommendations on products such as cars, credit cards, candy bars
and Capri pants? If people stick with voice search for navigation
and productivity, it may change the popularity of a handful of
apps. If people turn to voice recognition at the start of their
search process, that could materially change search engine
marketing. Google still wields exceptional power here with its
exceptional voice tech coupled with its vast Android install base.
Apple never had a dog in the search race before though, and it
could play spoiler.
In the coming months, we'll know more about how the iPhone 4S
changes user behavior. If you're already allocating enough of your
marketing to reach consumers on the iPhone 4G and other mobile
devices, congratulations. Otherwise, when the 4S comes out, you'll
have even more catching up to do.
ABOUT THE AUTHOR
David Berkowitz is
vice president of emerging media and innovation, 360i.