Isobar PowerPoint Template - IAB Community

Mobile Marketing,RevisitedIAB / Stichting MarketingSeptembre 2011dider.ackermans@aemedia.com

White PaperAsk for your exemplarmatthieu.vercruysse@isobar.comor download the digital versionwww.wpmobile.beCopyright 2011 Aegis Media Belgium | isobar All rights reserved

8 steps for an efficient mobile strategyCopyright 2011 Aegis Media Belgium | isobar All rights reserved

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

What are your MarCom objectives ?Copyright 2011 Aegis Media Belgium | isobar All rights reserved

AttentionCopyright 2011 Aegis Media Belgium | isobar All rights reserved

InterestCopyright 2011 Aegis Media Belgium | isobar All rights reserved

InterestCopyright 2011 Aegis Media Belgium | isobar All rights reserved

InterestCopyright 2011 Aegis Media Belgium | isobar All rights reserved

DesireCopyright 2011 Aegis Media Belgium | isobar All rights reserved

ActionCopyright 2011 Aegis Media Belgium | isobar All rights reserved

Beyond AIDA+• Dialogue• EngagementCopyright 2011 Aegis Media Belgium | isobar All rights reserved

The Chocolate Barometer• Survey parameters– Permanent measurement of the « mobile connected-devices » market inBelgium ; 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

Tablets usage & attitudes : panel• Partnership– ANT Research, Dialog Solutions, Isobar• Methodology– Quantitative : 289 tablet users– Qualitative: online private communities – 62 active participants– May / June 2011Copyright 2011 Aegis Media Belgium | isobar All rights reserved

98% of the population 15-70 years old own a mobile phone20% of the population own a Smartphone52% of Smartphone owners connect to internetthanks 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

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

Awareness of tablets‘Did you know about the tablets existence’ - based on stimuli100%90%80%31 24 19 14 10 19 15 6 6121 19 11 12 6 3626 2512 1239 37 26 2170%5360%50%40%30%69 76 81 86 90 81 85 94 94 99 79 81 89 89 94 6474 7588 8861 63 74 79NoYes20%4710%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 MayTotal 15-24 25-44 45-54 55-70Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Tablets - penetration & buying intentionNo43,5%Already own aTablet4,0%Maybe one day41,1%Yes, certainly inthe next fewdays or weeks6,8%Probably in thenext few month4,6%Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Innovation curve

Tablet use : How long ?• 12% l’utilise plus de 2 heures, 37% l’utilise plus d’une heure, 57% plus de 45 minMore than 2h12%Between 1h30 & 2h10%Between 1h & 1h3015%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

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