USER ACQUISITION STRATEGY FOR MOBILE
APPS
IN VIETNAM MARKET
Presented By: Mr. Quoc Nguyen
Gmark Corporation
The Big Big Gotham Black Headline Goes Here
AGENDA
1. GMARK’S OVERVIEW
2. MARKETING CHANNELS FOR MOBILE APPS
3. KEY INDICA...
1. GMARK’S OVERVIEW
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
MMA Members
Products
C
U
S
T
O
M
E
R
S
P
A
R
T
N
E
R
S
2.MARKETING
CHANNELS FOR MOBILE
APPS
The Big Big Gotham Black Headline Goes Here
– Facebook &
Google Adwords:
biggest traffic
– Local Adnetworks
– Wap Master
–...
The Big Big Gotham Black Headline Goes Here
680,000,000 Mobile users
Dis: CPC, high cost (?) Dis: CPC, click by accident ...
The Big Big Gotham Black Headline Goes Here
– Official Mobile App Store:
• Advantage: huge number of users
access the offi...
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
3. KEY INDICATORS
The Big Big Gotham Black Headline Goes HereKEY INDICATORS
• Click/Impression - CTR (Click through
rate) – The accuracy of ...
The Big Big Gotham Black Headline Goes Here
4. EFFECTIVE
MEASUREMENT TOOLS
The Big Big Gotham Black Headline Goes HereEFFECTIVE MEASUREMENT TOOLS
• Measurement is a very important issue for
all Mar...
The Big Big Gotham Black Headline Goes Here
Channel 1
Channel 2
Channel 3
10,000
installs
6,667
installs
5,000
installs
1,...
The Big Big Gotham Black Headline Goes HereEFFECTIVE MEASUREMENT/TRACKING TOOLS
Tracking Tool Advantage Disadvantage
Googl...
The Big Big Gotham Black Headline Goes Here
5. EFFECTIVE MODEL
The Big Big Gotham Black Headline Goes Here
Your game: Supper Star
Expected User: 100k DAU
Expected revenue:
$5,000/day.
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes Here
The Big Big Gotham Black Headline Goes HereEFFECTIVE MODEL
Recommendation from Gmark
1. Quickly get your apps at 5,000+, 1...
The Big Big Gotham Black Headline Goes HereIncentive channel’s benefits
– Incentive installation
• Advantage:
make a boom
...
The Big Big Gotham Black Headline Goes Here
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
BigKool-Online or Bigkul
GP Tot...
The Big Big Gotham Black Headline Goes Here
Thank You For Your Attention!
Gmark JSC
Contact email: quoc.nguyen@gmarkcorp.c...
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[Vietnam Mobile Day 2014] Chiến lược thu hút người dùng cho ứng dụng tại thị trường Việt Nam - Nguyễn Quốc - Giám Đốc Kinh Doanh – Gmark

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[Vietnam Mobile Day 2014] Chiến lược thu hút người dùng cho ứng dụng tại thị trường Việt Nam - Nguyễn Quốc - Giám Đốc Kinh Doanh – Gmark

  1. 1. USER ACQUISITION STRATEGY FOR MOBILE APPS IN VIETNAM MARKET Presented By: Mr. Quoc Nguyen Gmark Corporation
  2. 2. The Big Big Gotham Black Headline Goes Here AGENDA 1. GMARK’S OVERVIEW 2. MARKETING CHANNELS FOR MOBILE APPS 3. KEY INDICATORS 4. EFFECTIVE MEASUREMENT TOOLS 5. EFFECTIVE MODEL
  3. 3. 1. GMARK’S OVERVIEW
  4. 4. The Big Big Gotham Black Headline Goes Here
  5. 5. The Big Big Gotham Black Headline Goes Here MMA Members Products C U S T O M E R S P A R T N E R S
  6. 6. 2.MARKETING CHANNELS FOR MOBILE APPS
  7. 7. The Big Big Gotham Black Headline Goes Here – Facebook & Google Adwords: biggest traffic – Local Adnetworks – Wap Master – Official Mobile App Store: Google Play, App Store WAP Price Number of downloads MARKETING CHANNELS FOR MOBILE APPS
  8. 8. The Big Big Gotham Black Headline Goes Here 680,000,000 Mobile users Dis: CPC, high cost (?) Dis: CPC, click by accident  conversi Ad: some accept CPI Dis: small, depends on apps/games appropriateness Ad: revenue share  Dis: small, risks of recoded apps/games
  9. 9. The Big Big Gotham Black Headline Goes Here – Official Mobile App Store: • Advantage: huge number of users access the official stores everyday, get your app on the top also means you have chance to get the big number of organic installs. • Disadvantage: not easy to get on top because of 2 reasons: * Many apps have been uploaded to Stores everyday * Unpredictable arranging method of Stores - Recommended apps - Top new trends - Top downloads - Similar apps
  10. 10. The Big Big Gotham Black Headline Goes Here
  11. 11. The Big Big Gotham Black Headline Goes Here
  12. 12. The Big Big Gotham Black Headline Goes Here 3. KEY INDICATORS
  13. 13. The Big Big Gotham Black Headline Goes HereKEY INDICATORS • Click/Impression - CTR (Click through rate) – The accuracy of target and the efficiency of displayed messages • Installation/Click - Conversion rate – The similarity between displayed message and the real content • Session duration - The attractiveness / appropriateness of the application to users. • Active User (DAU, WAU) - Depends on the clear messages while advertising and interesting contents to keep users with apps/games or ready to pay out • ARPU - Final result to evaluate the success of campaigns. Click Installation Active Users Core Users
  14. 14. The Big Big Gotham Black Headline Goes Here 4. EFFECTIVE MEASUREMENT TOOLS
  15. 15. The Big Big Gotham Black Headline Goes HereEFFECTIVE MEASUREMENT TOOLS • Measurement is a very important issue for all Marketing campaigns to evaluate and filter the best appropriate channels • High installation rate, low rate of active users  wrong target • High installation rate, low ARPU  inexact core users
  16. 16. The Big Big Gotham Black Headline Goes Here Channel 1 Channel 2 Channel 3 10,000 installs 6,667 installs 5,000 installs 1,000 Users 3,333 Users 2,500 Users 100 Pay 1,000 Pay 1,750 Pay $1/CPI $1.5/CPI $2/CPI 10% 50% 50% 10% 30% 70% $50 $50 $50 $5,000 $50,000 $87,500 $10,000
  17. 17. The Big Big Gotham Black Headline Goes HereEFFECTIVE MEASUREMENT/TRACKING TOOLS Tracking Tool Advantage Disadvantage Google Analytics - Free - Support multiple parameters - Only track CPI on GG Play Store - Accuracy ~ 80% Appsflyer - Track CPI on both App Store and Play Store - High accuracy - Linked with Facebook - Pay per installation / pay per paid installation - Cost of money Mobi App Tracking - Track CPI on both App Store and Play Store - High accuracy - Linked with Facebook - Pay for event: Click, install, register - Cost of money - Not going with Facebook
  18. 18. The Big Big Gotham Black Headline Goes Here 5. EFFECTIVE MODEL
  19. 19. The Big Big Gotham Black Headline Goes Here Your game: Supper Star Expected User: 100k DAU Expected revenue: $5,000/day.
  20. 20. The Big Big Gotham Black Headline Goes Here
  21. 21. The Big Big Gotham Black Headline Goes Here
  22. 22. The Big Big Gotham Black Headline Goes Here
  23. 23. The Big Big Gotham Black Headline Goes Here
  24. 24. The Big Big Gotham Black Headline Goes Here
  25. 25. The Big Big Gotham Black Headline Goes HereEFFECTIVE MODEL Recommendation from Gmark 1. Quickly get your apps at 5,000+, 10,000+ or 50,000+ downloads 2. Sharping your apps, target users as you wish to get 3. Build up relating campaigns to keep users with you (promotion, competition...) 4. Pay attention to your final target, step by step burst out your KPIs 5. Call me for cheering up (optional) 
  26. 26. The Big Big Gotham Black Headline Goes HereIncentive channel’s benefits – Incentive installation • Advantage: make a boom for app installation in a very short time  support ASO  get organic downloads • Disadvantage: Vietnamese incentive channels cannot provide the necessary number of installations. Low rate of real users
  27. 27. The Big Big Gotham Black Headline Goes Here 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 BigKool-Online or Bigkul GP Total DL AdLatte DL User App: BigKul OS: Android Order: 7,000 CPI Result: - 4,262 installation from AdLatte in 1st days - 7,006 Installation from AdLatte after 10 days - Total Download on GP: 12,438 after 10 days - 5,920 registered users, - Register/AdLatte Download: 83% Case Study
  28. 28. The Big Big Gotham Black Headline Goes Here Thank You For Your Attention! Gmark JSC Contact email: quoc.nguyen@gmarkcorp.com Skype: nguyen.quoc4
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