Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
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Isobar mobile revisited 150911 Didier Ackermans
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) ?
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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
+
âą Dialogue
âą Engagement
Copyright 2011 Aegis Media Belgium | isobar All rights reserved
13. The Chocolate Barometer
âą Survey parameters
â Permanent measurement of the « mobile connected-devices » market in
Belgium ; Smartphones and Tablets
â Started in July 2010 (=launch of the iPad in Belgium)
â Waves : July 10 â Sept 10 â Nov 10 â Feb 11 â May 11 - (Next November)
âą Methodology
â 500 interviews face-to-face (Research Solution)
â Representative of the population 15-70 Yo
(based on the CIM standards)
â Via the deepblue (Aegis Media) monthly tracking tool :
Copyright 2011 Aegis Media Belgium | isobar All rights reserved
14. Tablets usage & attitudes : panel
âą Partnership
â ANT Research, Dialog Solutions, Isobar
âą Methodology
â Quantitative : 289 tablet users
â Qualitative: online private communities â 62 active participants
â 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 â Chocolate Barometer - May 2011 â N = 501 F-to-F
18. Awareness of tablets
âDid you know about the tablets existenceâ - 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 â Chocolate Barometer - May 2011 â 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 â Chocolate Barometer - May 2011 â N = 501 F-to-F
21. Tablet use : How long ?
âą 12% lâutilise plus de 2 heures, 37% lâutilise plus dâune 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
23. Conclusion
âą Marginal, but promised to a bright future
âą Not just a gadget and much more than funny apps
âą From branding to performance
www.WPMOBILE.be
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