What the New iPhone 5 Means for Marketers
3. Siri update. Siri will now be able to launch apps, retrieve sports scores, look up movie times and ratings, and help find and book a restaurant. A focus and strength of Siri is local search — e.g., when someone is looking for a nearby gas station or perhaps even a tree service or passport photo shop. If you have a local service business, it's critical to have listings on sites like Yelp and to optimize your web pages with specific tags and code that make it easier for Siri to find your business and present detailed information. As marketers are just now coming to grips with designing content for the finger, they also need to look ahead and begin considering "designing" web content for voice-activated search.
4. Speed! iPhone 5 users will have faster download times thanks to 4G LTE wireless speed. With less concern about how long it will take for assets to load, marketers can consider incorporating richer initiatives such as video into landing pages as well as the use of additional, larger images and animated gifs into emails, landing pages and ads.
5. Passbook. Designed to act like a digital wallet, Passbook will be of great interest to marketers who will now be able to deploy coupons, tickets, shopping loyalty cards and other traditional print assets directly to a user's iPhone. To enable Passbook, however, companies must have an iOS 6 updated iPhone app that includes "Add to Passbook" functionality. At the time of writing this article, only 11 apps were "Passbook ready" in the App Store. One noteworthy aspect of Passbook is that users will be able to see their tickets, gift cards, confirmations, coupons, etc. from behind the lock screen, underscoring the importance of designing simple and easy to act on marketing and transaction-oriented assets.
These new feature announcements further confirm that marketing has hit a digital tipping point. As people upgrade to iOS 6 and the iPhone 5 begins to land in the hands of consumers, it's important for brands to optimize marketing content and assets for this popular smartphone.