In light of last week’s Apple news revealing the new iPad Pro, the upgraded Apple Watch, and the new app store for the Apple TV, please see below for comments from Kevin Lindsay, Head of Product Marketing, Adobe Target about the impact these new products and features will have on the digital marketing landscape.
Marketers must respond
Wednesday’s Apple event signalled a big movement towards a true explosion of omnichannel media. So now it’s time for marketers to follow suit, because, like it or not, when Apple reinvents and reimagines, we have to understand where the industry is heading. We have to understand the big shifts coming our way, even if they’re still lurking below the consumer surface. And, most importantly, we have to understand how brands can align and shine in a way that’s authentic, organic and customer-centric.
Big news for marketers was that Apple TV will now have a dedicated app store. This means you could order takeaway on your TV between shows. Siri could share real-time updates to your social platforms. You could even text a friend to turn on their TV! This signals a move towards couch commerce as many brands need to consider how their multi-tasking and highly-engaged audience can engage with your brand while watching TV. This means thinking about the shopping, sharing and social content consumption and how these experiences could be streamlined for Apple TV.
Working with wearables
The bigger, better Apple Watch will no doubt signal another mini-boom in Apple Watch purchases – and, likely, for wearables in general. With these new upgrades, brands will be able to better respond to their needs and wants in real-time. However, despite the excitement around the watch, brands shouldn’t just leap into a ‘smartwatch strategy’. Think about what’s right for your brand, your consumers and this specific moment in time and go from there. To be successful on this platform you’ll need some serious ideation, testing and a razor-sharp focus on delivering a powerful, unparalleled consumer experience. And that doesn’t just happen.
So, what about the iPads? The announcement of the new iPad Pro, with its massive 12.9 inch display will mean marketers have to consider the experience of a larger screen as well as who, in reality, is using it. Time will tell with this one, but what we do know is Apple understands consumers’ desire for convenience, ease and seamlessness. And that has the potential to be epic.
Like all Apple news, these roll outs come with massive opportunities for optimised-focused marketers and brands. Marketers need to assess where their company sits within the hyper-connected landscape and where there is potential to capture greater market share to deliver spot-on relevant experiences. Of course, not every brand should be plastered across a TV screen or develop watch-friendly apps. But, at the same time, many could make a serious splash doing just that. Figure out where you sit then get to it because, before you know it, these clear holiday must-haves will be lining shelves everywhere, packed with massive opportunity for brands across all verticals.
By Kevin Lindsay
Head of Product Marketing