What the New iPhone 5 Means for Marketers
The iPhone 5 new feature announcements along with the iOS 6 operating system upgrade have left many talking about the additions, changes and, most importantly, their implications. For marketers, while there's no single game-changing feature, the iPhone 5/iOS 6 launch is a clear signal to any holdout marketers that we've now reached a point where the need for mobile strategy can no longer be ignored.
While the iPhone has less than 20 percent of the worldwide smartphone market share versus nearly 70 percent for Android-based phones, the iPhone along with its cousins iPad and iTouch tend to have greater influence over decisions made by marketing and operations executives.
With this in mind, here are a few new features of both the iPhone 5 and iOS 6 that marketers should pay particular attention to:
1. Increased screen size. With the new 14 percent larger four-inch screen, marketers will have a bit more screen real estate to convey their copy, calls to actions and images on marketing assets such as emails and web/landing pages. A key design aspect highlighted by Apple is the new 16:9 aspect ratio, which was designed to fit the thumb better. This puts further emphasis on the belief that the finger is the new mouse and, now more than ever, that marketers must first design for touch.
2. Facebook integration. As part of the new iOS 6 operating system, Facebook has been integrated into many applications, enabling consumers to share a brand's content to their Facebook news feed without actually having to launch their Facebook app. This development should encourage marketers to reconsider and potentially increase their content marketing activities. Whether it's a company-developed app or content on a news app, improving the "shareworthiness" of your content may pay even bigger dividends in the future.
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