isobar mobile revisited 150911 didier ackermans

Mobile Marketing,

Revisited

IAB / Stichting Marketing Septembre 2011

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Copyright 2011 Aegis Media Belgium | isobar All rights reserved

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8 steps for an efficient mobile strategy

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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) ?

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What are your MarCom objectives ?


Attention


Interest


Desire


Action


Beyond AIDA

• Dialogue • Engagement

+


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 :


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

52% of Smartphone owners connect to internet

thanks to their mobile at least several times a week (10,2% of the pop)

20% of the population own a Smartphone

98% of the population 15-70 years old own a mobile phone

31% of everyday … or nearly (6,2% of the pop)

Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

6976

8186

90

8185

94 9499

79 8189 89

94

64

74 75

88 88

47

61 63

7479

3124

1914

10

1915

6 61

21 1911 12

6

36

26 25

12 12

53

39 37

2621

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

No

Yes

Awareness of tablets ‘Did you know about the tablets existence’ - based on stimuli


Tablets - penetration & buying intention

Already own a

Tablet4,0%

Yes, certainly in the next few

days or weeks6,8%

Probably in the

next few month4,6%

Maybe one day

41,1%

No

43,5%


Innovation curve


Tablet use : How long ?

• 12% l’utilise plus de 2 heures, 37% l’utilise plus d’une heure, 57% plus de 45 min

7%

18%

19%

20%

15%

10%

12%

Less than 15 min

Between 15 and 30 min

Between 30 and 45 min

Between 45 min and 1h

Between 1h & 1h30

Between 1h30 & 2h

More than 2h


Conclusion

• Marginal, but promised to a bright future

• Not just a gadget and much more than funny apps

• From branding to performance

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