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Why Marketers Should Care About iOS7

By Lisa Arthur | Small Business

Unless you’ve been living under a rock (a rock without WiFi, that is), you know that last week Apple released a new version of its iOS Why Marketers Should Care About iOS7 image ios7Why Marketers Should Care About iOS7operating system in conjunction with the (record breaking) launch of the iPhone 5C and 5S.

iOS7 brings some new features and functions to the Apple-faithful, including the following fresh options:

  • The new Control Center gives users quick access (a simple upward stroke from the bottom of the screen) to embedded apps like Flashlight, Calculator, Camera, and Clock, as well as their network and Bluetooth settings.
  • Siri, the voice-activated iPhone support system, now comes with a male voice option. It also delivers search results from Twitter and Wikipedia, with Bing as the primary search engine.
  • You can now block unwanted calls and texts with your iPhone.
  • iTunes Radio is taking on taking on music-streaming services like Pandora, Spotify and Songza.

And that’s just scratching the surface — inevitably, there are features most users haven’t even discovered yet.

I’m a fan of Apple, so naturally, I think all of this is great news. But what if you’re not an Apple user? Should you care? Well, if you’re a marketer, you should definitely keep an eye on what Apple is up to, for a variety of reasons.

  1. Mobile, mobile, mobile. Users simply can’t get enough of mobile everything: devices, apps, media . . . you name it. Apple’s capacity to keep that frenzy alive with new releases, features and functions points speaks not only to the company’s marketing savvy, but also to the growing importance and prevalence of mobile technology. This is a reality no marketer in the digital space should ignore.
  2. Never discount the power of user-friendly tech. People want technology, and they want to be in control of that technology. Apple’s moves to make the device experience ever more simple and intuitive show the company understands what consumers want. And Apple delivers. If your customers don’t feel similarly heard and empowered — and aligned with your brand as a result — they could end up looking elsewhere for what they need.
  3. The explosion of mobile makes responsive design essential. Responsive design ensures that the integrity of an electronic message or digital property is maintained, no matter what type of device your viewer uses to consume it. As more and more consumers become accustomed to using multiple devices (desk tops, tablets, mobile) every day, they’re going to increasingly expect your brand to be consistent – and coherent! –across all of them.
  4. Agility is your best asset. Your capacity to pivot, change course, innovate and progress will define your success in an always-evolving landscape. Apple continually refines already successful products and introduces new devices at an industry-leading clip. That’s a big reason why Apple tends to lead the categories in which it operates. Is your organization capable of rapid change or quick shifts? Are you keeping a close eye on how your space is evolving? Do you respond accordingly? Successful marketers need to be focused on what’s next . . . and ready for anything.

Even if you’re not an Apple devotee, there’s much to learn from the way the company operates, both internally and externally. Apple’s continual ability to respond to the demands of its fans with innovation and flair makes the company a powerful case study for all marketers.

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