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!

  • 2!

    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

  • 3!

    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!

  • 13!

    Mobile Apps Marketing & Discovery mLab East Africa

    Mobile Apps Digital Ads Benefits

    One!

    Two !

    Three!

    Four!

    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!

  • 14!

    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

    apps 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 Birds Success Was A Massive Outlier

    US$ 50K/Day!!

  • 18!

    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!!

  • 22!

    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

    DISTIMOs Oct 2014 Free Android Apps Leaderboard /1

    OLX !

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    Mobile Apps Marketing & Discovery mLab East Africa

    DISTIMOs Oct 2014 Free Android Apps Leaderboard /2

    Kenya News!

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    Mobile Apps Marketing & Discovery mLab East Africa

    DISTIMOs Oct 2014 Free Android Apps Leaderboard /3 Safaricom

    Daily Nation!

    Bible In Swahili!

  • 30!

    Mobile Apps Marketing & Discovery mLab East Africa

    DISTIMOs Oct 2014 Free Android Apps Leaderboard /4

    Jumia!

    Kenyan Constitution!

  • 31!

    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 dont 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

    Twitters 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!

    !

    Geo-Targeting!!

    Operator!

    !

    Model!

    !

    Device!

    !

    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

    Twitters 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

    InMobis 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

    Facebooks Audience Network

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    Mobile Apps Marketing & Discovery mLab East Africa

    Twitters 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

  • 59!

    Mobile Apps Marketing & Discovery mLab East Africa

    Distimo Analytics

  • 60!

    Mobile Apps Marketing & Discovery mLab East Africa

    moseskemibaro!

    @moseskemibaro!

    moses@moseskemibaro.com!

    Thank You!Lets Talk Some More!