How Apple Changed Mobile Marketing in Pakistan

Mobile Marketing falls under “Digital Properties”

According to a report released in 2014, 25% of smartphone users in Pakistan use iOS. Oddly enough, a retail audit from GFK in Q2 2015 suggests that its actually 10%. That said, not many digital agencies consider changes & updates of Apple to be of any consequence.

This has a lot to do with the fact that even today marketing managers and their agencies are after impressions, engagement, low CPM and other vanity metrics. Unfortunately, there are very few agencies in South Asia that focus on conversions & contextual targeting.

Agencies in the Pakistan (on the other hand) are in for a ride, with similar usage according to Nielsen, but its primarily among the wealthy locals.

This is important because when it comes to changing industries and behaviors, Apple is king. This hasn’t happened yet with the watch but it did with the iPhone and iTunes — big time.

1. Creativity is Back
As a data led society, we’ve grown accustomed to the idea that strategies with data will no longer be tolerated. Ad blocking and its announcement is so new that no agency is interested in revealing the work-around’s they’ll introduce (we spoke to several for this article) because they don’t know what will work. So experimentation and creativity is back in a big way. How the agencies convert their clients towards native and branded content extensions remains to be seen.

2. Storytelling is Key
Whether it be engagement for brand affinity or conversions for campaign participation, advertisers will now have to work with the Apple TV to find ways to contextually mention their clients with the content being streamed. Synced with Apple devices that know which room you’re in, calls to action can follow viewers around post engagement.

3. Relevance is Read
Based on a users browsing history, relevant news and content will be curated just for them on Apple News. Apple wants a cut on the earnings publishers get when monetizing. Advertisers must recognize that this is a premium space for relevant brand building to an audience they understand based on digital content consumption. And they must also brainstorm smart win-win solutions to be earn eyeballs on the user interface.

To close, I have one piece of advice to marketing and advertising executives:

Be like water.