Apple recently announced that they have created a brand new iPhone called the iPhone SE, which is said to be similar to the 6s and 6s Plus. But rather than making a bigger iPhone, Apple has decided to make a smaller and more affordable phone that still contains the technological advances the 6s and 6s Plus contain. The new iPhone will start at a retail price of $399. The size of the iPhone SE is 4 inches compared to the iPhone 6s Plus at 5.5 inches. Basically, Apple is giving us the iPhone 5 again but using more advanced technology.
How will this effect Mobile Marketing?
Studies have shown that smaller screens challenge companies’ communication with their consumers, but many marketers see both a positive and negative side to this new phone model and its effect on mobile branding. After reading what a few industry experts had to say about the new iPhone screen and their predictions on how it could affect advertising, here is what we have to say on the topic.
The Good, The Bad and The Benefit
A smaller screen means a new challenge. This means that companies will have to utilize new ways to market to consumers. A fresh campaign can increase brand recognition and brand loyalty, as long as it is effective, as with every marketing initiative. Additionally, there have always been those people who held onto their old smartphones because they did not want a phone with a huge screen. People will always want different screen sizes, so this will always be something that must be considered when using mobile marketing. As Patrick Bennett with iCrossing New York said, “It’s only the people with big phones that think those with small phones are getting a subpar experience.”
The larger smartphone screen makes it easier for people to reply to surveys, emails, questionnaires and the like. With a smaller screen, it is harder to select answer choices and more difficult to select answer fields. Unless smartphone pens become more trendy with the shrinking iPhone screen size, this will be a problem for marketers. It is predicted that less people will be willing to fill out forms via mobile devices and that could be a huge loss in data on mobile phone users from a research perspective.
As stated before, the screen size does not matter to the majority of smartphone users. They are still going to consume media like crazy. People have already created a habit of constantly checking their phones and apps—size will not suddenly break that habit. The benefit of a smaller screen will make it more difficult for mobile sites and apps to squeeze a bunch of advertisements into one screen. Therefore, it may actually be easier for consumers to see an ad on a smaller Smartphone screen because the nose-to-screen ratio is smaller, the amount of clutter is far less and the ultimate result could be extremely positive for mobile advertisers.