Isobar mobile revisited 150911 Didier Ackermans

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  • 1. Mobile Marketing, Revisited IAB / Stichting Marketing Septembre 2011 dider.ackermans@aemedia.com
  • 2. White Paper Ask for your exemplar matthieu.vercruysse@isobar.com or download the digital version www.wpmobile.be Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 3. 8 steps for an efficient mobile strategy Copyright 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. Attention Copyright 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 • Engagement Copyright 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 internet thanks to their mobile at least several times 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 tablets‘Did you know about the tablets existence’ - based on stimuli100% 1 6 6 6 10 11 12 12 12 14 1590% 19 19 21 19 21 24 26 25 26 3180% 36 39 37 5370%60%50% 99 94 94 94 No 90 89 89 88 88 86 85 Yes40% 81 81 79 81 79 76 74 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 15-24 25-44 45-54 55-70 Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 18. Tablets - penetration & buying intention No Already own a 43,5% Tablet 4,0% Yes, certainly in the next few days or weeks 6,8% Probably in the Maybe one day next 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% l’utilise plus de 2 heures, 37% l’utilise plus d’une heure, 57% plus de 45 min More than 2h 12% Between 1h30 & 2h 10% Between 1h & 1h30 15% Between 45 min and 1h 20% Between 30 and 45 min 19% Between 15 and 30 min 18% Less than 15 min 7% 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 performance www.WPMOBILE.be Copyright 2011 Aegis Media Belgium | isobar All rights reserved