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Mobile 
Marke+ng 
To 
The 
Masses 
In 
Africa 
Moses 
Kemibaro
A 
Li.le 
Bit 
About 
Me… 
Commercial 
Manager 
at 
Perform 
Group 
(Goal.com) 
Founder 
& 
Director 
at 
Dotsavvy 
for 
12+ 
years 
In 
2012, 
Sales 
Director 
for 
Africa 
at 
InMobi 
In 
2010/11 
Founder 
Regional 
Manager 
at 
Dealfish 
(Now 
OLX) 
TechBlogger 
@ 
MosesKemibaro.com
Jan 
2014 
April 
2014: 
50% 
67% 
Of 
New 
Phones 
Sold 
In 
Kenya 
Are 
Smartphones
This 
Is 
Significant!
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 
brands 
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 
770M 
Subscribers 
in 
2014 
67.3% 
Mobile 
Penetragon
Africa’s 
Mobile 
Generagon 
Is 
Young
FB 
is 
100M 
strong 
& 
80% 
mobile
Mobile Marketing To The Masses In Africa
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 
31.8 
million 
mobile 
subscribers 
for 
78.2% 
market 
penetragon 
21.6 
million 
Internet 
subscripgons 
for 
53% 
penetragon 
Broadband 
Internet 
is 
1.4 
million 
subscribers 
99% 
Internet 
usage 
in 
Kenya 
is 
Mobile
Smartphone 
Penetragon 
in 
Africa
Android 
Is 
Growing 
In 
Kenya…
StatCounter 
Mobile 
OSes 
In 
Kenya
Mobile 
Markegng 
in 
Kenya 
The 
reality 
is 
that 
when 
targegng 
users 
in 
Kenya, 
nagve 
mobile 
web 
sites 
will 
give 
you 
the 
best 
reach 
across 
ALL 
devices. 
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. 
Therefore, 
what 
are 
the 
next 
steps 
for 
mobile 
markegng 
in 
Kenya?
Think 
Mobile 
First! 
ingmacy 
immediacy 
interacgvity 
accountability
The 
Mobile 
Markegng 
Cycle 
Objecgves 
Targegng 
Planning 
Execugon 
Opgmizagon 
Measurement
Mobile 
Targegng 
Capabiliges 
Content 
& 
Category 
Geo-­‐Targe+ng 
Operator 
Handset 
Model 
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 
City 
-­‐Targe+ng 
• BB 
Curve 
• 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 
Fewer 
mobile 
ads 
per 
screen 
means 
a 
higher 
share 
of 
voice 
(SOV) 
compared 
to 
desktop 
ads 
Higher 
ad 
awareness 
= 
be.er 
brand 
awareness 
Click-­‐through 
rates 
(CTRs) 
are 
twice 
or 
more 
of 
that 
of 
desktop 
Consumers 
purchase 
decisions 
heavily 
influenced 
by 
mobile
Mobile 
Brand 
Campaigns 
Primary 
goal 
is 
to 
create 
brand 
awareness. 
Typically 
uses 
CPM 
or 
CPC 
media 
buys 
on 
premium 
mobile 
inventory 
on 
mobile 
web 
and 
mobile 
apps 
that 
delivers 
the 
best 
brand 
engagement.
Mobile 
Performance 
Campaigns 
Primary 
goal 
is 
to 
drive 
conversions 
in 
the 
form 
of 
lead 
generagon, 
mobile 
app 
downloads, 
calls, 
etc. 
Typically 
uses 
CPM 
buys 
on 
performance 
oriented 
mobile 
sites 
that 
drive 
the 
best 
responses 
for 
Call 
To 
Acgons 
(CTAs)
Keep 
Your 
Mobile 
Ad 
Campaigns 
Simple 
Consumers 
have 
a 
very 
limited 
a.engon 
span 
on 
mobile 
– 
10 
seconds 
tops! 
The 
mobile 
landing 
page 
and 
mobile 
ad 
have 
to 
load 
quickly 
Design 
with 
user 
goals 
in 
mind 
– 
have 
a 
clear 
value 
proposigon 
Less 
is 
more 
on 
mobile!
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 
Nagve 
mobile 
web 
sites 
or 
campaign 
landing 
pages 
have 
been 
specifically 
designed 
for 
mobile 
devices. 
In 
Kenya, 
where 
the 
majority 
of 
Internet 
access 
is 
mobile, 
this 
is 
probably 
the 
best 
way 
to 
go 
for 
mobile 
markegng. 
However, 
nagve 
mobile 
web 
sites 
tend 
to 
be 
very 
basic 
so 
that 
they 
can 
render 
on 
entry-­‐level 
Internet-­‐enabled 
mobile 
devices
Responsive 
Web 
Design 
(RWD) 
The 
term 
“Responsive 
Web 
Design” 
(RWD) 
was 
first 
quoted 
by 
Ethan 
Marco.e 
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) 
RWD 
uses 
CSS3 
media 
queries, 
fluid 
proporgon-­‐based 
grids 
and 
flexible 
images
Responsive 
Web 
Site 
Design
The 
“reality” 
of 
RWD 
Its 
NOT 
the 
“end 
all 
be 
all” 
of 
web 
design 
for 
mobile. 
It’s 
a 
compromise 
of 
sorts. 
CSS3 
Media 
queries 
mean 
it 
will 
NOT 
work 
on 
a 
good 
number 
of 
feature 
phones. 
This 
is 
Africa! 
Images 
and 
elements 
can 
take 
forever 
to 
download 
on 
slow 
mobile 
internet 
connecgons. 
It 
CAN 
cost 
more 
and 
take 
longer 
to 
execute 
than 
a 
dedicated 
mobile 
web 
or 
desktop 
opgmized 
web 
site.
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 
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 
There 
is 
no 
single 
solugon 
so 
mobile 
marketers 
have 
to 
work 
the 
gamut 
to 
measure 
effecgvely
Mobile 
Media 
Planning 
& 
Buying 
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. 
Involves 
analyzing 
target 
audiences, 
keeping 
abreast 
of 
mobile 
media 
developments, 
reading 
mobile 
markegng 
trends 
and 
understanding 
mogvagons 
of 
current 
and 
prospecgve 
customers.
Social 
Media 
By 
The 
Numbers 
In 
Kenya 
Facebook: 
~ 
4M 
Users 
Twi.er: 
0.8M 
Users 
YouTube: 
3.5M 
Users 
Linkedin: 
1M 
Users
Mobile Marketing To The Masses In Africa
Mobile Marketing To The Masses In Africa
VSERV 
Mobile 
Ads
Mobile Marketing To The Masses In Africa
Mobile Marketing To The Masses In Africa
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!
Thank 
You! 
@moseskemibaro 
moseskemibaro.com 
moses@moseskemibaro.com

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Mobile Marketing To The Masses In Africa

  • 1. Mobile Marke+ng To The Masses In Africa Moses Kemibaro
  • 2. A Li.le Bit About Me… Commercial Manager at Perform Group (Goal.com) Founder & Director at Dotsavvy for 12+ years In 2012, Sales Director for Africa at InMobi In 2010/11 Founder Regional Manager at Dealfish (Now OLX) TechBlogger @ MosesKemibaro.com
  • 3. Jan 2014 April 2014: 50% 67% Of New Phones Sold In Kenya Are Smartphones
  • 5. 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 brands popular mobile internet device from research is the Nokia 1680 Classic
  • 6. 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.
  • 7. This, is not really for Africa
  • 9. Mobile Metrics for Africa 770M Subscribers in 2014 67.3% Mobile Penetragon
  • 11. FB is 100M strong & 80% mobile
  • 13. Mobile Bible Apps In Church
  • 14. 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.
  • 15. Kenya is Mobile 31.8 million mobile subscribers for 78.2% market penetragon 21.6 million Internet subscripgons for 53% penetragon Broadband Internet is 1.4 million subscribers 99% Internet usage in Kenya is Mobile
  • 17. Android Is Growing In Kenya…
  • 19. Mobile Markegng in Kenya The reality is that when targegng users in Kenya, nagve mobile web sites will give you the best reach across ALL devices. 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. Therefore, what are the next steps for mobile markegng in Kenya?
  • 20. Think Mobile First! ingmacy immediacy interacgvity accountability
  • 21. The Mobile Markegng Cycle Objecgves Targegng Planning Execugon Opgmizagon Measurement
  • 22. Mobile Targegng Capabiliges Content & Category Geo-­‐Targe+ng Operator Handset Model 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 City -­‐Targe+ng • BB Curve • Nairobi • Lagos
  • 23. 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
  • 24. 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
  • 25. Mobile Ads Outperform Desktop Ads Fewer mobile ads per screen means a higher share of voice (SOV) compared to desktop ads Higher ad awareness = be.er brand awareness Click-­‐through rates (CTRs) are twice or more of that of desktop Consumers purchase decisions heavily influenced by mobile
  • 26. Mobile Brand Campaigns Primary goal is to create brand awareness. Typically uses CPM or CPC media buys on premium mobile inventory on mobile web and mobile apps that delivers the best brand engagement.
  • 27. Mobile Performance Campaigns Primary goal is to drive conversions in the form of lead generagon, mobile app downloads, calls, etc. Typically uses CPM buys on performance oriented mobile sites that drive the best responses for Call To Acgons (CTAs)
  • 28. Keep Your Mobile Ad Campaigns Simple Consumers have a very limited a.engon span on mobile – 10 seconds tops! The mobile landing page and mobile ad have to load quickly Design with user goals in mind – have a clear value proposigon Less is more on mobile!
  • 29. 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
  • 30. Na+ve Mobile Web Sites Nagve mobile web sites or campaign landing pages have been specifically designed for mobile devices. In Kenya, where the majority of Internet access is mobile, this is probably the best way to go for mobile markegng. However, nagve mobile web sites tend to be very basic so that they can render on entry-­‐level Internet-­‐enabled mobile devices
  • 31. Responsive Web Design (RWD) The term “Responsive Web Design” (RWD) was first quoted by Ethan Marco.e 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) RWD uses CSS3 media queries, fluid proporgon-­‐based grids and flexible images
  • 33. The “reality” of RWD Its NOT the “end all be all” of web design for mobile. It’s a compromise of sorts. CSS3 Media queries mean it will NOT work on a good number of feature phones. This is Africa! Images and elements can take forever to download on slow mobile internet connecgons. It CAN cost more and take longer to execute than a dedicated mobile web or desktop opgmized web site.
  • 34. Mobile Measurement & Opgmizagon Reach Impressions Click Through Rates Clicks Engagement Social Shares Time Spent Page Views Effecgveness Downloads Leads CPM CPC CPA
  • 35. Tracking Mobile Conversions 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 There is no single solugon so mobile marketers have to work the gamut to measure effecgvely
  • 36. Mobile Media Planning & Buying 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. Involves analyzing target audiences, keeping abreast of mobile media developments, reading mobile markegng trends and understanding mogvagons of current and prospecgve customers.
  • 37. Social Media By The Numbers In Kenya Facebook: ~ 4M Users Twi.er: 0.8M Users YouTube: 3.5M Users Linkedin: 1M Users
  • 44. 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!
  • 45. Thank You! @moseskemibaro moseskemibaro.com moses@moseskemibaro.com