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 ?
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6. Attention
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7. Interest
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8. Interest
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9. Interest
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10. Desire
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11. Action
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12. Beyond AIDA
+
• Dialogue
• Engagement
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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

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

18. Awareness of tablets
‘Did you know about the tablets existence’ - based on stimuli
100% 1
6 6 6
10 11 12 12 12
14 15
90% 19 19 21 19 21
24 26 25 26
31
80%
36 39 37
53
70%
60%
50% 99
94 94 94 No
90 89 89 88 88
86 85 Yes
40% 81 81 79 81 79
76 74 75 74
69
30%
64 61 63
47
20%
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

19. 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

20. Innovation curve

21. 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

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

23. 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
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