June 12, 2018
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The annual Worldwide Developers Conference (WWDC) has just come to a close — highlighting what new software and technologies we can expect in the near future from tech-giant, Apple. The event — which is hosted by software developers for software developers — has a mantra that when technology connects with creativity; incredible ideas come to life.
The event was held from Monday 4th June until Friday 8th June in Silicon Valley and had over 100 technical and design-focused sessions hosted by Apple engineers — allowing attendees to build the next generation of apps using newly announced Apple technologies.
But as marketers, what should we be taking away from the conference to make more informed decisions around our campaigns?
In a bid to help iOS 12 users make more informed decisions when it comes to how much time they are spending on their devices, Apple is introducing two new features titled ‘Screen Time’ and ‘App Limits’. These will offer marketers both a greater insight into how devices are now being used and where the time is being spent on a daily basis, which will allow them to make better decisions when it comes to targeting specific groups of people — whether this is through social media channels or through apps.
App Limits will enable users to set a specific time limit for individual apps. An example of this would be one hour for Instagram or one hour for Facebook — once your daily usage is almost up, users will receive a warning five minutes beforehand and will be able to request more time if needed.
On the other hand, Screen Time will provide details of how much time users are spending each week across different categories of apps and provide a calculated usage time. Not only that, it will show how many notifications users receive from apps and allow them to better manage their device usage.
It is expected that by 2020, 50% of searches will be completed by voice. With products like Alexa and Google Home dominating the market, Apple is looking to make Siri even smarter to deliver users with an even greater personalised experience.
Although more is yet to unfold regarding the Siri updates, we know that it will become an even smarter assistant to its users. Siri will be able to use machine learning to make suggestions based on things users do habitually and even have an overview on both your location and your calendar to identify whether you’re running late.
Shortcuts will also be introduced within Siri and will combine both voice command, learning and notification which has the potential to work with third-party apps. An example of the work Siri can now do was given by Apple’s Senior VP for Software Engineering, Craig Federighi: “If you tell Siri that you lost your key, it will pull up the Tile app, showing you where you left them”. On top of this, users will be able to create their own Siri commands, which will help them gain better results.
The way users receive notifications from apps is changing too — making it a much clearer process for all. iOS 12 will see notifications grouped by both apps and topic threads allowing it to become a much easier management system to help reduce the amount of time scrolling through irrelevant notifications before having to delete each individually.
The changes to updates are created to help users make more informed decisions when it comes to when they should be notified and encourage users to turn of the notifications of apps that they don’t frequently use. If this is yours, this could be detrimental to your brand.
If you’re using your app and push-through notifications for your marketing campaign, this could be a huge problem which could lead to changes in your strategy; whether this is notifying your customers of deals, new products or more. If your customers can’t see your notifications because they’re grouped with similar notifications from other apps, — you could see losses.
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