(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
how A.I. is transforming the marketing Mix - Innovation assesment - Gartner Curve - ChatGPT - Open AI
Lecture Deck at Solvay Brussels School of Economics & Management - ULB - Commpass
Hugues Rey a mis l’accent sur les projets et accomplissements de l’UMA ces dernières années, en insistant sur l’importance des partenariats au sein de l’industrie – une valeur que l’UMA incarne, notamment par son partenariat avec l’UBA.
Pub & Clip 9 6 2023 - Hugues Rey - VKRS .pptxHugues Rey
Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing.
art ou Artisanat. Pouvoir du son.
“Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage…
"You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson
Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
Meaningful Media Experience and communities - HR - 28 2 2023.pdfHugues Rey
introduction speech by Hugues Rey - 15th year celebration Mediaspecs - seminaire: Marketing and Communities
- Meaningful Media Experience / contextual targeting
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
how A.I. is transforming the marketing Mix - Innovation assesment - Gartner Curve - ChatGPT - Open AI
Lecture Deck at Solvay Brussels School of Economics & Management - ULB - Commpass
Hugues Rey a mis l’accent sur les projets et accomplissements de l’UMA ces dernières années, en insistant sur l’importance des partenariats au sein de l’industrie – une valeur que l’UMA incarne, notamment par son partenariat avec l’UBA.
Pub & Clip 9 6 2023 - Hugues Rey - VKRS .pptxHugues Rey
Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing.
art ou Artisanat. Pouvoir du son.
“Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage…
"You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson
Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
Meaningful Media Experience and communities - HR - 28 2 2023.pdfHugues Rey
introduction speech by Hugues Rey - 15th year celebration Mediaspecs - seminaire: Marketing and Communities
- Meaningful Media Experience / contextual targeting
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
How AI will move the Kotler's 4P to SAVEEE Hugues Rey
Lecture about Artificial Intelligence & Marketing by Hugues Rey
16/10/2018
Examples & Cases
Introduction to the info session of the 17 days program of Education: Executive Master in Digital Marketing & Communication - ULB - Solvay Brussels School of Economics
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
How AI will move the Kotler's 4P to SAVEEE Hugues Rey
Lecture about Artificial Intelligence & Marketing by Hugues Rey
16/10/2018
Examples & Cases
Introduction to the info session of the 17 days program of Education: Executive Master in Digital Marketing & Communication - ULB - Solvay Brussels School of Economics
3. Study Objective
The barometers are designed to provide a quick overview of the mobile landscape in Belgium. This
covers mainly smartphones and digital tablets.
The data studied covers: penetration, purchase intent, purchase intent for the New Year period and the
frequency of use during the day.
5. Methodology summary
Contractor : • ANT Research
Fieldwork : • 24th January 2011 – 1th February 2011
Reference Universe : • 12+ living in Belgium : 9.303.254 individuals (Orgassim)
• Size : 1.072 individuals first wave and 1.067 individuals for second wave
Sample : • Method: at random based on Internetpanel (Antresearch)
• Online survey
Data Collection : • Average duration of the interview: 2'
• Socio-demographic variables
• Smartphone and Digital Tablet penetration
Data Collected : • Purchase intention (smartphone and digital tab)
• Frequency of use
7. Device penetration
Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les
prochains mois ? n:1072 (wave 1)
n:1067 (wave 2)
Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2)
100,00%
94,60%
91,60%
90,00%
80,00%
70,00%
60,00%
Wave 1
50,00%
Wave 2
40,00%
30,00%
19%
20,00%
12,60% 10,90% 11,70%
10,00%
2,40% 2,90%
0,00%
GSM Smartphone Digital tablet Netbook
8. Smartphone users - Profile
Based on smartphone users / n:202
30,9%
23,3% 23,9%
22,2%
20,3%
19,0% Average
16,5%
14,9% 14,3%
8,8%
Total Men Women FR NL 18-34 35-54 55+ SG 1-4 SG 5-8
smartphone
9. Digital tablet users - Profile
Based on digital tablet users / n:31
4,1% 4,1%
3,3%
3,0% 3,1%
2,9% Average
2,8%
2,6%
1,6% 1,7%
Total Digital Men Women FR NL 18-34 35-54 55+ SG 1-4 SG 5-8
tablet
10. Purchase intent
Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les
prochains mois ? n:1072 (wave 1)
n:1067 (wave 2)
Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2)
14,00%
12,00% 11,50%
10,50%
9,90%
10,00%
8,00%
7,30% 7,10%
Wave 1
6,20%
6,00% Wave 2
4,00%
2,00%
0,60% 0,90%
0,00%
GSM Smartphone Digital tablet Netbook
11. Usage frequency
Based on digital tablet users / n:31
Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on smartphone users / n:202
Based on cell phone users / n:979
And how often do you use the telecommunications devices that you own?
All Audience
Smartphone Digital tablet GSM
89%
68% 68%
15%
11% 12% 11%
6% 6% 6%
2% 2% 3% 0%
0%
12. Usage frequency – Focus Each day
Based on digital tablet users all days / n:31
Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on smartphone users all days n:202
Based on cell phone users all days n:979
And how often do you use the telecommunications devices that you own?
Smartphone Digital tablet GSM Each day Audience
Language Gender Age Social Group
91% 91% 92% 92%
89% 91%
88% 88%
84% 86%
78%80% 79%
74% 75%
73% 71% 73% 72%
65% 66%
64% 63%
61%
56%
52%
48%
13. Brand penetration of smartphone
Quelle est la marque du Smartphone que vous utilisez le plus souvent ? Based on Smartphones user / n:202
What brand of smartphone do you use most often?
(Only one answer possible)
Nokia 21%
31%
Samsung 22%
27%
Iphone 19%
17%
HTC 20%
12%
Blackberry 8%
10%
Sony-Ericson 5%
2%
Autre 5% February 2011
1%
December 2010
LG 1%
1%
14. Depuis quand utilisez-vous un smartphone ?
Since when do you use a smartphone?
22,80%
21,50% 21%
17,60% 17,10%
<3 months 3-6 months 6-12 months 1 year-2 years more than 2 years
15. Use of various services on smartphone
A quelle fréquence utilisez-vous les différents services suivants sur votre smartphone ? Based on smartphone users / n:202
How often do you use the following different services on your smartphone?
Each day Four to five times per week Once or twice a week Less than once a week Never
using digital agenda 42% 15% 12% 11% 20%
Mobile banking 1% 2% 6%
4% 88%
Using functional tools (calculator, ..) 11% 20% 29% 28% 12%
Listening to music 10% 7% 23% 27% 34%
Watching video 3% 5% 9% 17% 66%
Playing electronic games 5% 7% 20% 20% 48%
Consult services (weather, schedules ...) 10% 11% 21% 27% 31%
Use a geolocation tool 1% 6% 16% 75%
Using GPS as routeplanner 2%5% 13% 40% 41%
Connect to a social network 17% 12% 14% 19% 39%
To chat 2% 7%
1% 16% 74%
Send / receive emails 31% 10% 13% 19% 27%
Send / receive SMS / MMS 68% 14% 10% 6% 2%
Surf on Internet 28% 13% 18% 28% 13%
16. Use of various services on digital tablet
A quelle fréquence utilisez-vous les différents services suivants sur votre tablette numérique ? Based on digital tablet users / n:31
How often do you use the following different services on your digital tablet?
Each day Four to five times per week Once or twice a week Less than once a week Never
Using digital agenda 20% 13% 6% 13% 48%
Mobile banking 2% 5% 18% 20% 54%
Using functional tools (calculator, ..) 0% 14% 27% 25% 35%
Listening to music 14% 11% 16% 24% 35%
Watching video 17% 10% 19% 25% 29%
Playing electronic games 24% 7% 20% 16% 32%
Consult services (weather, schedules ...) 24% 8% 36% 19% 13%
Use a geolocation tool 4% 11% 10% 69%
Using GPS as routeplanner 7% 3% 9% 14% 67%
Connect to a social network 31% 17% 10% 11% 32%
To chat 12% 16% 3% 11% 58%
Send / receive emails 52% 10% 16% 8% 13%
Send / receive SMS / MMS 12% 11% 3% 5% 69%
Surf on Internet 63% 11% 10% 6% 11%
18. Insight - Smartphone
At present, 19% of all Belgians own a smartphone. 12.6% for the previous survey (+7,4%)
Purchase intent increases: 9.9% Vs 11.5%
The smartphone user profile: male, 18-34 and social group 1-4
89% use their smartphone every day (86% Vs last survey). This is more than classical cell phone usage
(66% every day).
The main use of smartphones is :
send and receive sms, mms (68%)
Digital agenda (42%)
send-receive emails and surf on the Internet, however, are well positioned (31% ans 28%)
Connecte to a social network (17%)
19. Insight – Digital Tablet
Remark n31= regarding digital tablet
At present, 2.9% owns a digital tablet in Belgium. (vs 2.4% for the first wave)
68% use their digital tablet every day.
Increasing of purchase intent 7.3% Vs 10.5%
The main use of digital tablet on daily basis is classic:
Surf on Internet (63%)
Send and reveive emails (52%)
Connect to a social network (31%)