mobile marketing to the masses in africa
DESCRIPTION
Mobile Marketing to the masses in Africa is a presentation by Moses Kemibaro that he delivered at the 2014 edition of East Africa Com Conference in Nairobi, Kenya on the 10th September 2014TRANSCRIPT
Mobile Marke+ng To The Masses
In Africa
Moses Kemibaro
A Li.le Bit About Me…
TechBlogger @ MosesKemibaro.com
In 2010/11 Founder Regional Manager at Dealfish (Now OLX)
In 2012, Sales Director for Africa at InMobi
Founder & Director at Dotsavvy for 12+ years
Commercial Manager at Perform Group (Goal.com)
Jan 2014 April 2014: 50% 67% Of New Phones Sold In Kenya Are Smartphones
This Is Significant!
brands
The reality is that as much as 90% of mobile internet usage in Africa is done over low-‐cost feature phones that typically have GPRS/
EDGE speeds. The most popular mobile
internet device from research is the Nokia
1680 Classic
The inexpensive Huawei IDEOS kicked off Kenya’s smartphone revolugon 3 years ago as hundreds of thousands of units sold. Android is the fastest
growing smartphone OS in Kenya. Smartphones are less than 20% of ALL mobile internet usage in
most of Africa.
This, is not really for Africa
This, even less so…
Mobile Metrics for Africa
67.3% Mobile
Penetragon
770M Subscribers in 2014
Africa’s Mobile Generagon Is Young
FB is 100M strong & 80% mobile
Mobile Bible Apps In Church
Africa is “mobile first” for the Internet
Mobile is the main and olen only screen for
Internet usage throughout Africa.
The majority of Internet users in Africa have their first Internet experience on
mobile.
Mobile Internet consumpgon in Africa is largely focused on social
media, entertainment, news and general
informagon.
Kenya is Mobile
99% Internet usage in Kenya is Mobile
Broadband Internet is 1.4 million subscribers
21.6 million Internet subscripgons for 53% penetragon
31.8 million mobile subscribers for 78.2% market penetragon
Smartphone Penetragon in Africa
Android Is Growing In Kenya…
StatCounter Mobile OSes In Kenya
Mobile Markegng in Kenya
Therefore, what are the next steps for mobile markegng in Kenya?
However, as inexpensive smartphones take off and data plans become more affordable, users want more sophisgcated engagement and therefore responsive
web sites, mobile apps and rich media are becoming more important.
The reality is that when targegng users in Kenya, nagve mobile web sites will give you the best reach across ALL devices.
Think Mobile First!
accountability
interacgvity
immediacy
ingmacy
The Mobile Markegng Cycle
Objecgves
Targegng
Planning
Execugon
Measurement
Opgmizagon
Mobile Targegng Capabiliges
Content & Category
Geo-‐Targe+ng
Operator
Model
Handset
O/S
Date & Time
• All Day • Morning • Night • 6am – 11am
• Nigeria • Kenya • France • United States
• Sports • Entertainment • Games • Shopping • News • Classifieds • Social
• Nokia 6300 • Nokia 1280 • BB Bold • BB Curve City -‐Targe+ng
• Nairobi • Lagos
Mobile Ads: Call To Acgons
23
Call Branches or HQ
Explore Products & Services, View Branches on Google Maps, News & Events, etc
SMS Sales & Customer Service
View TVCs on YouTube
Lead Capture Forms, App Nogficagons and Promogons
Engage on social media
How Mobile Ads Work
Ad shown on Mobile Ad Network
Clicking Ad takes users to corporate web site
User goes to Co-op Bank YouTube Page
Mobile Ads Outperform Desktop Ads
Consumers purchase decisions heavily influenced by mobile
Click-‐through rates (CTRs) are twice or more of that of desktop
Higher ad awareness = be.er brand awareness
Fewer mobile ads per screen means a higher share of voice (SOV) compared to desktop ads
Mobile Brand Campaigns
Typically uses CPM or CPC media buys on premium mobile inventory on mobile web and mobile apps that delivers the best brand
engagement.
Primary goal is to create brand awareness.
Mobile Performance Campaigns
Typically uses CPM buys on performance oriented mobile sites that drive the best responses for
Call To Acgons (CTAs)
Primary goal is to drive conversions in the form of lead generagon, mobile app downloads, calls, etc.
Keep Your Mobile Ad Campaigns Simple
Less is more on mobile!
Design with user goals in mind – have a clear value proposigon
The mobile landing page and mobile ad have to load quickly
Consumers have a very limited a.engon span on mobile – 10 seconds tops!
Ensure Maximum Reach Across Devices
Call Call/Text GPRS/EDGE WAP
Bluetooth QR Code Email GPS 3G
Mobile Apps WIFI Email
Augmented Reality 4G/LTE
Na+ve Mobile Web Sites
However, nagve mobile web sites tend to be very basic so that they can render on
entry-‐level Internet-‐enabled mobile devices
In Kenya, where the majority of Internet access is mobile, this is probably the best
way to go for mobile markegng.
Nagve mobile web sites or campaign landing pages have been specifically
designed for mobile devices.
Responsive Web Design (RWD)
RWD uses CSS3 media queries, fluid proporgon-‐based grids and flexible images
RWD provides an opgmal web site experience -‐ easy reading and navigagon with a minimum of resizing, panning, and scrolling—across a wide range of
devices (from desktop computers to mobile phones)
The term “Responsive Web Design” (RWD) was first quoted by Ethan Marco.e
Responsive Web Site Design
The “reality” of RWD
It CAN cost more and take longer to execute than a dedicated mobile web or desktop opgmized web site.
Images and elements can take forever to download on slow mobile internet connecgons.
CSS3 Media queries mean it will NOT work on a good number of feature phones. This is Africa!
Its NOT the “end all be all” of web design for mobile. It’s a compromise of sorts.
Mobile Measurement & Opgmizagon
Reach
Impressions
Click Through Rates
Clicks
Engagement
Social Shares
Time Spent
Page Views
Effecgveness
Downloads
Leads
CPM
CPC
CPA
Tracking Mobile Conversions
There is no single solugon so mobile marketers have to work the gamut to measure effecgvely
A major caveat to measurement due to: mulgple tracking
technologies (i.e. cookies, UDID, ODIN, Market
Referrer, etc)
Costly third-‐party tracking tools
Mulgple reporgng interfaces
Inconsistent data across mobile playorms
Mobile Media Planning & Buying
Involves analyzing target audiences, keeping abreast of mobile media developments, reading mobile
markegng trends and understanding mogvagons of current and prospecgve customers.
Mobile media planning enables marketers to achieve mobile markegng objecgves by using the best possible mobile media playorms available to advergsers within their markegng budgets.
Social Media By The Numbers In Kenya
Facebook: ~ 4M Users
Twi.er: 0.8M Users
Linkedin: 1M Users
YouTube: 3.5M Users
VSERV Mobile Ads
TwinPine
Make mobile markegng work for you
Mobile opgmize campaigns
Test different types of
mobile ads
Use explicit and
compelling CTAs
Capture leads for
re-‐markegng
Make campaigns shareable on social media
Think mobile first!
