isobar mobile revisited 150911 didier ackermans

1. Mobile Marketing, RevisitedIAB / Stichting Marketing Septembre 2011 [email protected]

2. White PaperAsk for your exemplar [email protected] or download the digital version www.wpmobile.beCopyright 2011 Aegis Media Belgium | isobar All rights reserved 3. 8 steps for an efficient mobile strategyCopyright 2011 Aegis Media Belgium | isobar All rights reserved 4. 1. What are your MarCom objectives ?2. Is your target mobile ?3. Which mobile presence do you want to develop ?4. With which kind of content ?5. On which mobile plateform ?6. How will you promote (your mobile presence) ?7. What do you want to measure ?8. What do you need to anticipate (as next steps) ?Copyright 2011 Aegis Media Belgium | isobar All rights reserved 5. What are your MarCom objectives ?Copyright 2011 Aegis Media Belgium | isobar All rights reserved 6. AttentionCopyright 2011 Aegis Media Belgium | isobar All rights reserved 7. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved 8. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved 9. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved 10. Desire Copyright 2011 Aegis Media Belgium | isobar All rights reserved 11. Action Copyright 2011 Aegis Media Belgium | isobar All rights reserved 12. Beyond AIDA+ Dialogue EngagementCopyright 2011 Aegis Media Belgium | isobar All rights reserved 13. The Chocolate Barometer Survey parameters Permanent measurement of the mobile connected-devices market in Belgium ; Smartphones and Tablets Started in July 2010 (=launch of the iPad in Belgium) Waves : July 10 Sept 10 Nov 10 Feb 11 May 11 - (Next November) Methodology 500 interviews face-to-face (Research Solution) Representative of the population 15-70 Yo (based on the CIM standards) Via the deepblue (Aegis Media) monthly tracking tool :Copyright 2011 Aegis Media Belgium | isobar All rights reserved 14. Tablets usage & attitudes : panel Partnership ANT Research, Dialog Solutions, Isobar Methodology Quantitative : 289 tablet users Qualitative: online private communities 62 active participants May / June 2011 Copyright 2011 Aegis Media Belgium | isobar All rights reserved 15. 98% of the population 15-70 years old own a mobile phone 20% of the population own a Smartphone 52% of Smartphone owners connect to internetthanks to their mobile at least severaltimes a week (10,2% of the pop) 31% of everyday or nearly(6,2% of the pop)Isobar Chocolate Barometer - May 2011 N = 501 F-to-F 16. Isobar Chocolate Barometer - May 2011 N = 501 F-to-F 17. Awareness of tabletsDid you know about the tablets existence - based on stimuli100% 16661011 1212 12 14 1590%1919 21 19212426 25 26 3180% 36 39 37 5370%60%50%99 94 9494 No9089 8988 88 86 85 Yes40%8181 79 81797674 75 74 6930% 64 61 63 4720%10% 0% July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May Total 15-2425-4445-5455-70 Isobar Chocolate Barometer - May 2011 N = 501 F-to-F 18. Tablets - penetration & buying intentionNo Already own a 43,5% Tablet4,0%Yes, certainly in the next few days or weeks6,8% Probably in theMaybe one daynext few month 41,1% 4,6%Isobar Chocolate Barometer - May 2011 N = 501 F-to-F 19. Innovation curve 20. Tablet use : How long ? 12% lutilise plus de 2 heures, 37% lutilise plus dune heure, 57% plus de 45 minMore than 2h 12% Between 1h30 & 2h 10% Between 1h & 1h30 15%Between 45 min and 1h20%Between 30 and 45 min19%Between 15 and 30 min18%Less than 15 min7%Copyright 2011 Aegis Media Belgium | isobar All rights reserved 21. Isobar Chocolate Barometer - May 2011 N = 501 F-to-F 22. Conclusion Marginal, but promised to a bright future Not just a gadget and much more than funny apps From branding to performancewww.WPMOBILE.beCopyright 2011 Aegis Media Belgium | isobar All rights reserved