mobile apps marketing & discovery for mobile startups in kenya
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Mobile Apps Marketing & Discovery For Mobile Startups In Kenya!Moses Kemibaro!
December 04, 2014!
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Mobile Apps Marketing & Discovery mLab East Africa
East Africa Manager @ Goal.com 2014 Founder @ Dotsavvy since 2002 Producer @ PIVOT East 2013 Sales Director @ InMobi 2012 Founder @ Dealfish (OLX KE) 2010/11 TechBlogger @ MosesKemibaro.com
Moses Kemibaro
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Mobile Apps Marketing & Discovery mLab East Africa
3! Contextualizing Mobile App MarketingHow big is this beast, exactly?!
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Mobile Apps Marketing & Discovery mLab East Africa
Globally, Mobile Is Eating Desktop
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Mobile Apps Marketing & Discovery mLab East Africa
Exactly How Many Mobile Apps Are Out There?
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Mobile Apps Marketing & Discovery mLab East Africa
Mobile Apps Are Also Eating The Mobile Web
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Mobile Apps Marketing & Discovery mLab East Africa
Mobile Apps Are Used More Than The Mobile Browser
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Mobile Apps Marketing & Discovery mLab East Africa
Mobile Ad Spend Lags Mobile App Consumption
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Mobile Apps Marketing & Discovery mLab East Africa
Who Dominates Mobile Internet Advertising?
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Mobile Apps Marketing & Discovery mLab East Africa
What Is the Size Of Mobile Internet Advertising?
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Mobile Apps Marketing & Discovery mLab East Africa
11! The Rationale Behind Mobile App MarketingWhy Does This All Make Sense?!
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Mobile Apps Marketing & Discovery mLab East Africa
The Mobile Apps Digital Roadmap
01!Acquire!
02!Onboard!
03!Engage!
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Mobile Apps Marketing & Discovery mLab East Africa
Mobile Apps Digital Ads Benefits
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Reduced mobile app conversion costs and increased transactions !
Traceable results for accurate ROI measurement!
Increased customer response rates, with low-cost mobile app
conversion rates!
Precise customer targeting with the right mobile app !
at the right time!
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Mobile Apps Marketing & Discovery mLab East Africa
The middle of the funnel is all about consumers engaging with your
mobile app marketing messages!The middle of the funnel is also where you
convert prospects to customers who actually download & use your mobile app!
The top of the funnel is about pulling consumers to your
mobile app (via social, web, etc) !
Once you have on-boarded customers you then need to retain them so that they stay loyal and eventually become your mobile
app’s advocates!
Retention!
Conversion!
Engagement!
Awareness !
Mobile Apps Digital Conversion Funnel
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Mobile Apps Marketing & Discovery mLab East Africa
Measuring Mobile App Ads Performance!
Reach!
Impressions!
Click Through Rates!
Clicks!
Engagement!
Social Shares!
Time Spent!
Page Views!
Effectiveness!
Downloads!
Leads!
CPM!
CPC!
CPA!
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Mobile Apps Marketing & Discovery mLab East Africa
16! The Story In Kenya, At This JunctureBringing the some level of sanity to the hype!
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Mobile Apps Marketing & Discovery mLab East Africa
Flappy Bird’s Success… Was A Massive Outlier
US$ 50K/Day!!
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Mobile Apps Marketing & Discovery mLab East Africa
IPSOS 2013 Research Internet Consumption In Kenya
Social Media Is LOVED In
Kenya!!
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Mobile Apps Marketing & Discovery mLab East Africa
IPSOS 2013 Research Internet Demographics In Kenya
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Mobile Apps Marketing & Discovery mLab East Africa
67%smartphone!
sales in kenya as!a percentage of !all new phones !
inexpensive !androids !driving!sales !
32.2M mobile subscribers for 79.2% penetration!
22.3M internet users for 53% penetration !
Broadband Internet is 2.9M users!
99% of Internet usage in Kenya is mobile!
Source: Communications Authority Kenya Q4 Sector Statistics!
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Mobile Apps Marketing & Discovery mLab East Africa
0.8M!
4.2M!
1M!
3.5M!
5M+! !!
SOCIAL MEDIA USERS !!IN KENYA!!
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Mobile Apps Marketing & Discovery mLab East Africa
Just How BIG Is Social Media?
40% Of all time spent online today by consumers is
on social media
Huge! Social media has
become more powerful than TV &
Print media combined
1.3B The number of people who are on Facebook 70%
Is how much the use of the web has declined as a result of
the convergence of social media and mobile devices
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Mobile Apps Marketing & Discovery mLab East Africa
African Mobile Ad Networks Are Now Significant
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Mobile Apps Marketing & Discovery mLab East Africa
Opera Mini Top Mobile Sites In Kenya (Feb 2014)
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Mobile Apps Marketing & Discovery mLab East Africa
Game Changing Inexpensive Android Devices
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Mobile Apps Marketing & Discovery mLab East Africa
A Mobile App Disrupting Taxi Services In Kenya
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Mobile Apps Marketing & Discovery mLab East Africa
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1
OLX!
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Mobile Apps Marketing & Discovery mLab East Africa
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /2
Kenya News!
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Mobile Apps Marketing & Discovery mLab East Africa
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /3
Safaricom Daily Nation!
Bible In Swahili!
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Mobile Apps Marketing & Discovery mLab East Africa
DISTIMO’s Oct 2014 Free Android Apps Leaderboard /4
Jumia!
Kenyan Constitution!
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Mobile Apps Marketing & Discovery mLab East Africa
Facebook Kenya Mobile App Install Ads /1
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Mobile Apps Marketing & Discovery mLab East Africa
Facebook Kenya Mobile App Install Ads /2
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Mobile Apps Marketing & Discovery mLab East Africa
33! Target The Mobile AddictsThese Are Your BFFs!!
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Mobile Apps Marketing & Discovery mLab East Africa
The Arrival Of The Mobile Addict
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Mobile Apps Marketing & Discovery mLab East Africa
Demographics Of The Mobile Addict
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Mobile Apps Marketing & Discovery mLab East Africa
The Persona Of The Mobile Addict
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Mobile Apps Marketing & Discovery mLab East Africa
37! How ‘To Do’ Mobile App Ad CreativesAchieving Conversions Is The Holy Grail!!
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Mobile Apps Marketing & Discovery mLab East Africa
STEP ONE!Test different types of mobile ad units (e.g. standard banner, rich
media, interstitials, native, etc) to see what works best in terms of
conversions!
STEP TWO!Use explicit and
compelling Call to Actions (CTAs) on
mobile ad creatives – don’t make the
audience have to think!!
STEP THREE!Capture leads and
track audiences for re-marketing and re-engagement as
required to drive more conversions and in-
app actions!
STEP FOUR!Make mobile app ad campaigns shareable on social media with incentives so that you
can leverage viral mechanics to reach more potential users!
Mobile App Ads Creative Guidelines
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Mobile Apps Marketing & Discovery mLab East Africa
Facebook Mobile App Ad Install Formats
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Mobile Apps Marketing & Discovery mLab East Africa
Native Mobile App Install Ads In More Detail
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Mobile Apps Marketing & Discovery mLab East Africa
Mobile App ‘Deep-Linked’ Re-Engagement Ads
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Mobile Apps Marketing & Discovery mLab East Africa
Twitter’s Mobile App Card
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Mobile Apps Marketing & Discovery mLab East Africa
Google Video Mobile App Install Ad Unit
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Mobile Apps Marketing & Discovery mLab East Africa
Mobile App Install Ads Targeting Capabilities Mobile Apps/Content!
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Geo-Targeting!!
Operator!
!
Model!
!
Device!
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Date & Time!
!
• All Day!• Morning!• Night!• 6am – 11am!
• Nigeria!• Kenya!• France!• United States!
• Sports!• Entertainment!• Games!• Shopping!• News!• Classifieds!• Social!
• Nokia 6300!• Nokia 1280!• iPhone 5S!• Galaxy S5!City -Targeting!
!• Nairobi!• Lagos!
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Mobile Apps Marketing & Discovery mLab East Africa
45! Where To Advertise Your Mobile AppsAchieving Awesomeness!!
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Mobile Apps Marketing & Discovery mLab East Africa
Opera Media Works
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Mobile Apps Marketing & Discovery mLab East Africa
Twitter’s MoPub Mobile Ad Network
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Mobile Apps Marketing & Discovery mLab East Africa
Twitter & MoPub
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Mobile Apps Marketing & Discovery mLab East Africa
VSERV Mobile Ad Network
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Mobile Apps Marketing & Discovery mLab East Africa
InMobi’s Mobile Ad Network
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Mobile Apps Marketing & Discovery mLab East Africa
Google Ads
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Mobile Apps Marketing & Discovery mLab East Africa
Facebook Mobile App Install Ads
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Mobile Apps Marketing & Discovery mLab East Africa
Facebook’s Audience Network
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Mobile Apps Marketing & Discovery mLab East Africa
Twitter’s TapCommerce Mobile Re-Engagement
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Mobile Apps Marketing & Discovery mLab East Africa
55! Tracking Mobile Advertising PerformanceKnowing What Works!!
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Mobile Apps Marketing & Discovery mLab East Africa
Medialets Servo
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Mobile Apps Marketing & Discovery mLab East Africa
InMobi Analytics
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Mobile Apps Marketing & Discovery mLab East Africa
Flurry Analytics
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Mobile Apps Marketing & Discovery mLab East Africa
Distimo Analytics
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Mobile Apps Marketing & Discovery mLab East Africa
moseskemibaro!
@moseskemibaro!
Thank You!Lets Talk Some More…!