How to Win the Hearts of Mobile Users? | Yuji Yokoyama
•Download as PPTX, PDF•
0 likes•331 views
Delivered at Casual Connect Asia 2016 This session will discuss mobile app marketing trends in SEA markets. Considering the real picture of infrastructures and game user behaviors, we will introduce the most effective marketing/promotion menu and strategy for mobile apps. We will also discuss tips for overseas game developers for success in this region from localization, culturalization and marketing points of view.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (11)
Similar to How to Win the Hearts of Mobile Users? | Yuji Yokoyama
Similar to How to Win the Hearts of Mobile Users? | Yuji Yokoyama (20)
More from Jessica Tams
More from Jessica Tams (20)
Recently uploaded
Recently uploaded (20)
How to Win the Hearts of Mobile Users? | Yuji Yokoyama
- 1. How to Win the Heart of Mobile Users? Yuji Yokoyama Senior manager of Mobile Marketing SEA
- 2. Company Profile <Established> 2001 <HQ> Tokyo, Japan <Office> 22Offices, 12Countries <Employee> 1,089 (2015 Mar.) <Business> Online Marketing Media & Content Tokyo Stock Exchange Mothers Stock Code: 2489 <Global Operation> <Our Business>
- 3. ADWAYS in SE Asia WHERE WE ARE 12 Global Network
- 4. SEA APP MARKET Growth of mobile app market in SEA countries
- 5. SEA APP MARKETING Basic strategy of mobile app marketing Pre-Launch Marketing Get loyal users 1 Boost Ad Boost app ranking -> Get organic users Ad networks Keep getting loyal users 0 1 2 1 2 0 Boost Install Keep Running App Launch Time
- 6. 3 keys for SEA users 1. Social Media Marketing 2. Local Communication tool 3. Local Marketing
- 7. Total Population Overall Usage (per population) Overall Active Users Mobile Usage (per overall usage) Mobile Active Users 68M 56% 38M 89% 34M 260M 30% 79M 83% 66M 94M 37% 35M 77% 27M Social Media Usage in SEA Key 1: Social Media
- 8. Key 1: Social Media TOP 5 region of Social Media use 1 Facebook 2 Facebook Messenger 3 WhatsApp 4 Google + 5 Instagram TOP 5 Popular Social Media / Messenger in SEA
- 9. Key 1: Social Media Social Media Influencer marketing < Photo > <Video >
- 10. Example Post Key 1: Social Media
- 11. Case Study – Chain Dungeons Key 1: Social Media eCPI Finish Tutorial ROI 300 % 170 % 23 % (compared with a campaign with similar budget and targeting)
- 12. Social Media Summary 1. Use influencer for efficient and effective campaign 2. Can grab attention by influencer’s premium posts. 3. Can get active and high quality users.
- 13. Key2 : Local Communication Tool – BBM – • 60M users (40% of mobile users) • Over 51M MAU • 73% daily use • 650M Ad requests/day Active rate of TOP social platform (Source : WE ARE SOCIAL DIGITAL IN 2016)
- 14. Key2 : Local Communication Tool CPI campaign Game Channel
- 15. Key2 : Local Communication Tool Case studies Case 1 Genre : Game Category : Casino • Total campaign install : Over 60,000 installs (in 6 months) • Daily average install : 6000% up • Top Grossing Rank : 50 rank up • Monthly revenue : 1000% up
- 16. Key2 : Local Communication Tool Case studies Case 2 Genre : E-commerce • Total campaign install : Over 5,000 installs (in 2 weeks) • Daily average install : 300% up • Daily average transaction : 150% up
- 17. - LINE - • 33M registered users (70% of mobile users) • 2nd largest country • Potential install volume : ~ 100,000 / Day Active rate of TOP social platform (Source : WE ARE SOCIAL DIGITAL IN 2016) Key2 : Local Communication Tool
- 18. LINE Points CPI Key2 : Local Communication Tool Thailand Indonesia Malaysia Singapore Japan Korea Taiwan Hong Kong
- 19. Case studies Key2 : Local Communication Tool Case 1 Genre : Game Category : Strategy App size : 138MB Best Rank : 1 (Top New Fee) Delivered installs : 100K (in 1day) Case 2 Genre : Game Category : Action App size : 32MB Best Rank : 1 (Top New Fee) Delivered installs : 30K (in 2 days)
- 20. - Zalo - • Over 30M users (75% of mobile user) • 400M daily messages • Popular among young people Key2 : Local Communication Tool Active rate of TOP social platform (Source : WE ARE SOCIAL DIGITAL IN 2016)
- 21. Communication Tool SUMMARY 1. There are strong communication tools in each country. 2. Growing uniquely in each country’s circumstance. 3. The best way to reach local people.
- 22. LOCAL OFFLINE MENU (1) Transportation Stations / Terminals Trains / Buses
- 23. LOCAL OFFLINE MENU (2) Convenience Stores
- 24. Traditional Channel LOCAL OFFLINE MENU (3) Magazines TV commercial
- 25. OFFLINE MENU SUMMARY 1. Easier to understand that the game is there 2. Scale of contact and impact is huge 3. The cost will be cheaper than East Asia
- 26. LOCALIZATION TIPS (1) Asset / Creative / Language localization - English - Malay - Bahasa Indonesia - Thai - Vietnamese - Traditional Chinese - Simplified Chinese
- 27. LOCALIZATION TIPS (2) Device test Pre launch test Culture Internet Speed Device Spec X XX
- 28. LOCALIZATION SUMMARY 1. Adjust the content for each local environment 2. Find local partner for well-understanding the culture 3. Use local channel and resource for marketing
- 29. SEA MARKET SUMMARY 1. SEA is not just ONE region, different cultures are there. 2. Viral and sharing economy have big power. 3. Online and Offline is close and easy to wrap them up. 4. Find reliable local partners and make cooperations.
- 30. Partnership with QuestDrop X Marketing Publishing Localize Support
- 31. THANK YOU MEET ADWAYS AT BOOTH #308
Editor's Notes
- Hello, every one. I hope you guys are enjoying this exciting event and this beautiful place. My name is Yuji Yokoyama from Adways. I'm a senior manager of Mobile marketing in Southeast Asia. Nice to meet you. Today, I would like to talk about mobile marketing in Southeast Asia, focusing on the most hot marketing and promotion menu in Vietnam, Indonesia and Thailand. I will also talk about tips for overseas developers on how to localize and culturize for Southeast Asia.
- First of all, let me introduce our company and business. Adways is a mobile performance marketing company based in Tokyo. ・We are established in 2001 and went IPO in 2006. ・Now we have more than 1,000 employees working in these 12 countries. ・Our main business is smartphone marketing with our own ad network and 3rd party tracking tool. Here are some of our services.
- Our main focus is mobile and Asia. We have offices in Thailand, Indonesia and Vietnam where we are supporting local app developers and publishers promoting their apps in the regions. Now I am going to talk about the local marketing tips in these 3 countries.
- As you already know, the mobile app market in Southeast Asia keeps growing and the growth is going so fast. This graph shows the growth rate of total mobile app sales from 2011 to 2015 in each country. We can say that many mobile app developers have interest in Southeast Asia market. Fortunately , we are getting many inquiries about mobile app campaigns for Southeast Asia. Thank you so much.
- This is how you acquire mobile users in Southeast Asia. Before releasing an app, run the pre-launch campaign for getting highly motivated and loyal users. After launching app, it is typical and common o boost the app on store ranking to drive awareness and get organic users. Besides, we use some ad networks and medias for example Facebook to get suited and quality users. This is a major story of online marketing for new mobile apps.
- Moreover, I’d like to introduce to you 3 keys for Southeast Asia campaign. The first one is Social media marketing The second one is about major local communication tool/ messaging app The last one is local marketing
- For the first Key, social media marketing, here is the usage data of major social media in the 3 countries. Almost one in 2 persons is using social media. There are about 150 million active users and mostly accessed by mobile device. As you know the smartphone usage is increasing explosively It means the presence of social media will be bigger and bigger. So, now utilize social media for mobile app marketing is a big key.
- Southeast Asia is now the 2nd biggest region of social media use in the world. Again, people in Southeast Asia really like to use social media. And here is the ranking of popular social media and messaging app. Needless to say, facebook is No.1 and facebook family apps are also there. I believe almost 100% of app developers already know and use facebook ad and it comes the first choice for their app marketing. And they and you already know the install volume and the user quality from facebook ad is excellent. So, don’t have anything to say for this part.
- But I’d like to introduce a way of how to maximize social media marketing. It’s the Social media influencer marketing. As described with its name, use social media celebrities who have many followers. This does work well and is very effective in Southeast Asia. Ask them to post comments with their own words and Photo or Video. Then the post will be shared with the lots of followers and it will create a great word of mouth effect. So, the reputation of the app will spread to the people in the social platform.
- Here is the samples of influencers post. Basically, there are 2 types of posts per influencer. Post 1 is about short introduction and brief of the app. It simply drives the number of install. Post 2 is about the specific in-app function. It is for making better retention of app users. For video posting, the influencer creates the video by themselves. For whatever they post, of course we get client’s confirmation in advance.
- This is a case study of Social media with influencer. The app is a publishing title of QuestDrop. Compared with a similar scale and targeting campaign, the eCPI decreased and the performance like tutorial completion rate or ROI went up by almost 200 to 300% than the campaign without influencer. So, this result indicate how this influencer campaign is efficient and effective.
- To summarize, ・ Influencer campaign is a valuable option for mobile app campaign because of the efficiency and effectiveness. ・And it’s gonna be easier to spread the reputation of the app with influencer’s premium posts. ・As a result, it can bring many active and high quality users.
- From here, I’d like to talk about 2nd key about local communication tool. As I mentioned, Facebook is huge and most popular platform for daily mobile use. However, there are another heavy use services in each country. I think this is also important you should be aware of and utilize it for app campiagn. In Indonesia, BBM (Black Berry Messenger) is very popular as the most active app. One in every 2 Indonesian people is using Black Berry Messenger. Originally, Black Berry used to be very famous for its smart devices in Indonesia. So, people had connection to this app through Blackberry. After other kinds of smartphone like iPhone or Android became popular in Indonesia, people have shifted to use these new devices. However this messenger app survived as it is available for iOS and Android. Therefore, people keep using this app because it’s easy to keep the connection and contact info of the user originally had in Blackberry device. Now this app has evolved for adopting to new devices and use scene
- Now BBM has ad services and Adways is an official partner of the BBM ad. We can run campaigns with in-app ad space like timeline. They have some types of ad formats and pricing model. We can buy the ad menus also create channels for building a online community.
- Here is case studies of BBM ad. This campaign is for casino game app. We ran this campaign in 6 months and BBM delivered over 60K installs. As the result, the daily avarege installs was increased by 6000%. Then the grossing rank raised 50 rank and the monthly in-app revenue was 10 times increased. Also, the retention rate was improved. So, this campaign could be a long term campaign because of the good performance.
- Here is another case study of e-commerce app. BBM ad delivered over 5000 installs in 2 weeks. As the result, the daily average install was increased as 300%. Then could get loyal users and the daily transaction of commerce was also increased as 150%. So, BBM also has another kind of user demographic which matches e-commerce app. The user base has diversity and can target suitable users by their targeting function. Therefore, the most of our clients keep using BBM.
- In Thailand, LINE is popular as the most active chat app. Now there are 33 million registered users and it’s about 70% of mobile users. Thailand is the 2nd biggest country followed by Japan in worldwide user base of LINE.
- LINE also has their own ad service for mobile apps called “LINE Points Ads”. Now it’s available in 8 countries in Asia. There is the offer page which you can find app install campaigns in LINE point feature. Users can get reward points by installing the campaign apps or viewing video. By CPI campaign, the potential install volume for the first day is 100K in Thailand. So, this is efficient for boost ranking on GooglePlay. The Video ad menu is also efficient for branding and expand the user reach.
- Here is the case studies of LINE point CPI. The first one is case of a strategy game app. The app size is quite big but got 100k installs in the first day and finally got the Top1 on New free ranking. The case 2 is of action game. In this case, also got the top 1 on New free ranking with less install number. Adways have more success experiences of boost ranking with LINE Point CPI. This is one of the ways of app campaign in Thailand.
- In Vietnam, it is Zalo, you cannot miss. This app is born in Vietnam. A Vietnam based company, VNG Corporation released this app. Now it has 30M users and it’s covering about 75% of mobile users. Young people like this app and use it aggressively. Almost 80% users are 18-25 years old. This is the biggest volume range of population in Vietnam. This local based app has big presence in Vietnam.
- Communication tool is an effective way to reach great number of local mobile users. Anyway, you should be aware of the most strong player in each country. And they have evolved in unique way in each country’s circumstance. Utilizing these apps is also important and they could be efficient for building strong engagement of local people.
- The last key is local marketing menu, that includes offline and local traditional ad channels. Offline ad works well with online ad also in Southeast Asia. There are lots of ad spaces of transportation like bus or train. We can also use ad spaces of stations and terminals. It can have many contacts with many people at one time.
- Convenience stores are also efficient channel because it can show the content to people in daily life.
- TV commercial or Magazines have huge impact for attracting the content. Traditional channels still have big power.
- Offline menu is easy to understand for people and the scale of reach and contact is very huge. And it could do mass scale campaign with cheaper cost. The combination of online and offline might be more efficient.
- The localization of content is also important. This happens everytime for every game aiming to go into another overseas market. I think this is needless to say…
- But localization is not only for language part. We recommend to test with the local circumstance like, by local device, by local infrastructure and by local people. Pre launch test is useful for driving the app business at the beginning and it would be helpful to reduce the extra localization resource after app launch.
- Need to understand the local circumstance and find good local partners who can actualize the right content for each market. Then mix and use local channels and resource for marketing.
- Southeast Asia has big potential of business and challenging market. However Southeast Asia should not be considered as one region but there many differences and unique points in each country. By utilizing the power of sharing and word of mouth is one of big keys. There are some options of local channels. It might be helpful for driving campaign performance. Let’s grab the point to win the heart of users and cooperate with reliable local partners.
- At very last, We have a partnership with QuestDrop who is an expert of publishing and localization in SEA. Based on this partnership, we’ll be able to provide an one-stop solution from localizing to marketing,
- That’s all for today. Thank you for coming and listening my speech. Adways has our local members with deep local knowledge for local marketing. Whatever support you need for SEA, Adways is here for you! If you have interest in more details about what I talked, please come by our booth #308. It would be always our pleasure to help your business in SEA.