“Learned Behavior” - IPhone 6 and Apple Pay further disrupting traditional business, opportunities for digital marketing

“Learned Behavior”

IPhone 6 and Apple Pay further disrupting traditional business, opportunities for digital marketing

The lines wrapped around every Apple store street corner last week following the launch of the iPhone 6 is evidence that Apple’s team continues to thrive and draw in its loyal consumer base, iteration after iteration. The Apple customer loyalty is what marketer’s dream of, which is what makes the iPhone such a valuable tool for marketers in this age of digital. 

Forbes recently ran an article discussing this very topic, focusing on the soon to be launched feature, Apple Pay. Apple Pay, the contactless payment system will have an immediate customer base -- the 10 million plus owners of the new iPhone, which means marketers, have an immediate opportunity to use this system to draw in more customers. According to expert Jack Philbin “Apple Pay is that moment when marketers really have to pay attention to mobile… “They become a living, breathing loyalty card.”

Notifications by companies with promotional offers, reminders, and information using data collected from the iPhone’s Passbook and Apple Pay will become the newest area to explore for marketers. Trying to tap into, and capture loyalty through the strength of the Apple customer’s loyalty.

The opportunity for success and making a lot of money is possible, but only time will tell whether the consumer will actually enjoy an even deeper connection and tie with companies. I believe the biggest issue for digital marketers in the future is not about discovering new ways to market to consumers using technology, but to find the appropriate balance and personalization of how to market to customers. I do not believe today’s consumer is ready to trade every sliver or feeling of independence from online tracking for convenience, but with each technological advancement I believe the customer will become more comfortable with the idea, I just wouldn’t expect it to happen overnight. I can’t see users rushing to use Apple Pay the same way they rush to sign up to social media platforms like Instagram. This elephant will have to be eaten one bite at a time, it’s important for digital marketers to remember that.