What’s coming round the corner?

What’s going to happen with the iPhone? Where Apple goes, everyone follows…

Lately there’s been a fair bit of talk about what the next big technology breakthrough will be. What’s going to happen with the iPhone? Will it continue to be developed, or is it time for another step change? Where Apple goes, everyone follows. That seems to have been the mantra since before the launch of the iPod, way back in 2001. Will this continue to be a truism as we head into the future? Will Google finally be able to launch an iPhone killer (don’t forget that Nokia was by far and away the market leader before Apple disrupted the market)?

There is talk that the big changes in the coming years won’t be around the technology itself, but with how we interact with it. No doubt the phones will still continue to get faster, lighter and the batteries will improve. After all, the phone manufacturers will continue to want us to trade up to the latest model. But it’s what we do with the phones that may be the biggest change.

Spotify, Netflix, iTunes, Apple Music – this is likely to be the battlefield in the coming year. Now that our data plans are getting larger and we are all coming off capped Wi-Fi plans, streaming music, TV and films will become the norm.

How is this going to affect your marketing plans? Well, firstly, if you are still wedded to the idea of advertising on terrestrial TV, you may want to reconsider your plans for the near future. Netflix and the increasing use of digital set-top boxes, which enable people to fast-forward through adverts, means that more and more people are managing to watch their favourite programme whilst avoiding the adverts.

How can you reach people when they spend so much of their time playing with their electronic devices? Email marketing can be swiped away at an instant (or even automatically filed by your email system); display adverts are often too small for mobile devices and can be scanned over anyway.

Have you considered testing a personalised direct mail campaign? In this electronic era, reverting to print may seem to be regressive, but if the point is to grab someone’s attention, it is hard to beat direct mail. After all, few people would throw away a letter that was addressed to them without opening it.