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Adapting to the marketing metamorphosis from Apple WWDC 2024, ET BrandEquity

Apple WWDC 2024

“/>Apple WWDC 2024Apple WWDC 2024 created a stir in the tech world. The tech giant unveiled Apple Intelligence and a native ChatGPT integration to weave AI into every aspect of the Apple ecosystem. New updates to Siri, app navigation, advertising formats, and privacy settings challenged marketers to rethink engagement strategies for an AI-first world.

Siri is now equipped with powerful AI-driven capabilities that enable the assistant to take actions within multiple apps simultaneously and surface search results without ever opening any app. App marketers need to arm Siri with the right app navigation information and techniques so that Siri can utilize core app functionalities for better customer experiences.

Spatial apps available over the Vision Pro now see an upgrade with volumetric views and enterprise-specific frameworks. Marketers can utilize the custom Travel mode to deliver travel-friendly Vision Pro experiences suitable for air or train commutes.

Apple’s redesigned in-app navigation, with its more flexible Tab bar and Sidebar, now demands a fresh approach to designing the customer journey. Marketers are called to simplify app pathways, facilitating quick and intuitive access to desired features, which could convert to more meaningful customer actions and interactions.

Among other UI improvements, one stands out: the Control Centre. The Control Centre offers a quick, easy route for customers to land on specific sections of your app, and this functionality is now more flexible and personalizable. Marketers are encouraged to analyze consumer behavior and highlight app functionalities for the Control Centre that increase engagement and retention.

Ad placements within apps are also changing. Apple’s HLS Interstitials have been expanded to three forms, offering marketers more options for serving ads. This change signifies a move towards advertising that aims to complement rather than interrupt the customer experience.

A welcome tool for those deeply invested in advertising efficacy, the new AdAttributionKit promises to offer clearer insights into the impact of ads on customer behavior. AdAttributionKit gives marketers an easy method to measure ROAS and attribute impressions to conversions or re-engagement.

Privacy remains a paramount concern, and Apple’s latest updates reaffirm their commitment to it. Marketers are reminded that respecting customer privacy is not just about compliance but also about building trust. The new privacy features underscore the importance of clear, consent-based marketing practices, including extensive privacy practices and guidelines for an AI-led ecosystem.

Another significant upgrade that Apple showcased was in the domain of email and messaging. With the introduction of new categorizations for Mail, called “Transactions,” marketers now have the chance to streamline transactional communication like confirmations and receipts, ensuring these messages land right in the customer’s “Transactions” tab. Similarly, a new “Digest” view brings all emails from a brand into a collated format, providing a consolidated brand experience at a glance.

Marketers should also note the new Live Activities functionality on watchOS 11, which is now extending the capability for real-time updates to the Apple Watch. This is a game-changing feature for brands managing services that hinge on live status updates, like delivery services or travel bookings. Ensuring Live Activities are optimized for both iPhone and Apple Watch can boost customer engagement significantly.

Accessibility has also been a focus, with Apple improving support for VoiceOver, Zoom, AssistiveTouch, and Guided Access to accommodate a wider audience. An accessibility audit for apps is now more crucial than ever to ensure an inclusive customer experience for all.

Exciting developments in the App Store also present new opportunities for connected advertising. Feature nominations and deep links for custom product pages enable a more targeted marketing strategy that can lead customers from a search ad right through to an app’s landing page with cohesion and relevance.

Moreover, improvements to CarPlay design provide a more engaging platform for brands to connect with customers, with new notification formats and layouts that adapt to various design preferences and hardware configurations.

The message from WWDC 2024 is clear: marketing is moving toward a more integrated, customer-centric, and privacy-aware direction. Apple has provided new capabilities, and now it’s up to marketers to use them wisely. Those who can balance technological opportunities with a respect for customer privacy and an intuitive understanding of consumer needs will be leading the charge in the new frontier of digital marketing.

  • Published On Jun 15, 2024 at 12:00 PM IST

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