The new iPhone 6S and iPad Pro might have turned heads as the latest shiny new products released by Apple but arguably more important is the accompanying release of the company’s new iOS 9 operating system, which will impact on virtually all of the tech giant’s devices that are in operation.
Aside from a better version of Siri and improved map and keyboard functions, the new release is actually something that the mobile marketing world needs pay close attention too.
Deep linking
Firstly, the new system utilises a method known as deep linking to help users find relevant content on their device. It’s part of Spotlight and will scour apps to bring up specific sections that you require. So, if you need a recipe this will be the quick and easy way to bring that up from within an app that you’ve downloaded.
From Apple’s point of view, this should keep users within the confines of their phones and might stop them reaching so readily for Google. From a marketers point of view that means content within apps needs to be relevant and not too salesy so that it can be easily accessed.
Ad blocker
Apple’s new system also aims to improve the overall user experience and it thinks this can be achieved with cleaner, faster, less polluted browsing. That means blocking certain features and a big impact for those who rely on pop-ups and banner ads.
In practical terms, that means marketers may need to be smart and deploy techniques, such as native advertising, that will not be blocked in this manner.
Apple News
The new Apple News app aims to distribute content from publishers using an attractive new reader. This spells an opportunity for brands that produce quality content, who may wish to publish this via Apple News going forward.
What doesn’t iOS9 do?
It’s easy to get carried away by what iOS9 will do. Apple may have a strong reach with its devices but, when it comes to operating systems, Android is actually more widely used in the UK. Of course, when it comes to the ad blocker and deep linking, it’s not hard to think that others may follow Apple’s lead when it comes to changes, but for the short term at least, these users won’t be touched by the changes.
There’s also a fair chunk of the mobile marketer’s armoury left untouched by the new OS. For example, those who use SMS services to alert customers to offers, new products and services or conduct surveys won’t care a jot for the changes. They already target a different aspect of the all-conquering smartphone’s use and can bypass any of the challenges posed by the relatively fluid world of software and operating systems. If anything, more may be turned towards these services – offered by the likes of Global Messaging – as a result of iOS 9.
Apple’s new system will, therefore, affect mobile marketing. Some of the changes do pose challenges that may require tweaks to the way campaigns are carried out – others offers up opportunities for new methods. It’s easy to lose sight of the fact, though, that not all mobile users will be affected by the changes, and not all of the aspects of a mobile marketing campaign either.