Mobile Apps Marketing & Discovery For Mobile Startups In Kenya

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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3! Contextualizing Mobile App MarketingHow big is this beast, exactly?!

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Globally, Mobile Is Eating Desktop

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Exactly How Many Mobile Apps Are Out There?

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Mobile Apps Are Also Eating The Mobile Web

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Mobile Apps Are Used More Than The Mobile Browser

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Mobile Ad Spend Lags Mobile App Consumption

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Who Dominates Mobile Internet Advertising?

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What Is the Size Of Mobile Internet Advertising?

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11! The Rationale Behind Mobile App MarketingWhy Does This All Make Sense?!

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The Mobile Apps Digital Roadmap

01!Acquire!

02!Onboard!

03!Engage!

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Mobile Apps Digital Ads Benefits

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Two!

Three!

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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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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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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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16! The Story In Kenya, At This JunctureBringing the some level of sanity to the hype!

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Flappy Bird’s Success… Was A Massive Outlier

US$ 50K/Day!!

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IPSOS 2013 Research Internet Consumption In Kenya

Social Media Is LOVED In

Kenya!!

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IPSOS 2013 Research Internet Demographics In Kenya

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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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0.8M!

4.2M!

1M!

3.5M!

5M+! !!

SOCIAL MEDIA USERS !!IN KENYA!!

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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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African Mobile Ad Networks Are Now Significant

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Opera Mini Top Mobile Sites In Kenya (Feb 2014)

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Game Changing Inexpensive Android Devices

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A Mobile App Disrupting Taxi Services In Kenya

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DISTIMO’s Oct 2014 Free Android Apps Leaderboard /1

OLX!

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Kenya News!

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Safaricom Daily Nation!

Bible In Swahili!

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Jumia!

Kenyan Constitution!

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Facebook Kenya Mobile App Install Ads /1

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Facebook Kenya Mobile App Install Ads /2

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33! Target The Mobile AddictsThese Are Your BFFs!!

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The Arrival Of The Mobile Addict

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Demographics Of The Mobile Addict

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The Persona Of The Mobile Addict

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37! How ‘To Do’ Mobile App Ad CreativesAchieving Conversions Is The Holy Grail!!

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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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Facebook Mobile App Ad Install Formats

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Native Mobile App Install Ads In More Detail

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Mobile App ‘Deep-Linked’ Re-Engagement Ads

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Twitter’s Mobile App Card

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Google Video Mobile App Install Ad Unit

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Mobile App Install Ads Targeting Capabilities Mobile Apps/Content!

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Geo-Targeting!!

Operator!

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Model!

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Device!

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Date & Time!

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•  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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45! Where To Advertise Your Mobile AppsAchieving Awesomeness!!

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Opera Media Works

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Twitter’s MoPub Mobile Ad Network

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Twitter & MoPub

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VSERV Mobile Ad Network

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InMobi’s Mobile Ad Network

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Google Ads

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Facebook Mobile App Install Ads

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Facebook’s Audience Network

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Twitter’s TapCommerce Mobile Re-Engagement

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55! Tracking Mobile Advertising PerformanceKnowing What Works!!

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Medialets Servo

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InMobi Analytics

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Flurry Analytics

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Distimo Analytics

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moseskemibaro!

@moseskemibaro!

[email protected]!

Thank You!Lets Talk Some More…!