Getting the building blocks right - concept and construction. Is it all about the execution? How do you know if you've had success? What are the key factors in relation to monitoring and measurement. This presentation was given by Moses Kemibaro from Dotsavvy at the Mobile Web East Africa 2013 Conference in Nairobi, Kenya.

2. A
li%le
bit
about
me…
Founder
at
Dotsavvy,
an
Award-­‐winning
Digital
Agency
established
in
Kenya
10+
years
ago
UnOl
late
2012,
Sales
Director
for
Africa
at
InMobi,
a
leading
global
mobile
ad
network
Founding
Regional
Manager
at
Dealfish
East
Africa
(Now
OLX
Kenya),
Kenya’s
leading
online
classifieds
Award
winning
TechBlogger
@
MosesKemibaro.com
and
a
social
media
junkie!

3. Dotsavvy:
10+
years
of
pure.
digital.
passion.
We
“play”
in
An
award-­‐winning
End-­‐to-­‐end
Digital
Digital
Strategy,
We
work
with
and
pioneer
Digital
MarkeOng
Services
Web,
Mobile,
some
of
the
MarkeOng
Agency
in
Africa,
and
Social,
Technology
biggest
brands
in
from
Kenya
beyond
&
MarkeOng
Africa
Services

4. Africa
is
Mobile
Over
90%
of
all
phones
in
Africa
are
mobile.
At
the
end
of
2012,
Africa
had
750
million
mobile
subscribers.
Kenya
now
has
approximately
30
million
mobile
subscribers
–
75%
mobile
penetraOon
East
Africa
has
approximately
70
million
mobile
subscribers

5. Africa
is
“mobile
first”
for
the
Internet
Mobile
Internet
The
majority
of
consumpOon
in
Mobile
is
the
main
Internet
users
in
Africa
is
largely
and
oeen
only
Africa
have
their
focused
on
social
screen
for
first
Internet
media,
Internet
usage
experience
on
entertainment,
throughout
Africa.
mobile.
news
and
general
informaOon.

6. Mobile
(Web)
MarkeOng
in
Africa
The
reality
is
that
when
targeOng
users
in
Africa,
naOve
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
sophisOcated
engagement
and
therefore
responsive
web
sites,
mobile
apps
and
rich
media
are
becoming
more
important.
Therefore,
what
are
the
next
steps
for
mobile
markeOng
in
Africa?

7. InMobi:
Africa
Market
Overview

8. InMobi:
Africa
Market
Overview
/2

9. InMobi:
Africa
Market
Overview
/3

10. InMobi:
Kenya
Market
Overview

11. InMobi:
Kenya
Market
Overview
/2

12. InMobi:
Kenya
Market
Overview
/3

13. BuzzCity:
Kenya
Overview

14. BuzzCity:
Kenya
Overview
/2

15. BuzzCity:
Kenya
Overview
/3

16. TwinPine:
East
Africa
Overview
Kenya
Mobile
OS
MTK/Nucleus
OS
Android
Symbian
OS
iPhone
OS
RIM
OS
Windows
Mobile
OS
Uganda
Mobile
OS
Tanzania
Mobile
OS
MTK/Nucleus
OS
MTK/Nucleus
OS
Symbian
OS
Symbian
OS
Android
Android
RIM
OS
iPhone
OS
iPhone
OS
RIM
OS
Windows
Mobile
OS
Windows
Mobile
OS

17. What
are
the
numbers
telling
us?
Nokia’s
Symbian-­‐based
feature
phones
and
Generic
Chinese
feature
phones
are
most
popular
in
East
Africa.
Smartphones
are
gaining
market
share
with
Android
mobile
devices
being
the
most
popular
in
East
Africa.
Mobile
Apps
are
coming
into
focus
in
Africa
but
sOll
under
15%
of
ads
being
served
on
mobile
ad
networks.

18. Think
Mobile
First!
inOmacy
immediacy
interacOvity
accountability

19. 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

20. The
Mobile
MarkeOng
Cycle
ObjecOves
OpOmizaOon
TargeOng
Measurement
Planning
ExecuOon

21. 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.

22. Mobile
Performance
Campaigns
Primary
goal
is
to
drive
conversions
in
the
form
of
lead
generaOon,
mobile
app
downloads,
calls,
etc.
Typically
uses
CPM
buys
on
performance
oriented
mobile
sites
that
drive
the
best
responses
for
Call
To
AcOons
(CTAs)

23. Keep
your
mobile
campaign
simple
Consumers
have
a
very
limited
a%enOon
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
proposiOon
Less
is
more
on
mobile!

24. Ensure
maximum
reach
across
devices
Call
Call/Text
GPRS/EDGE
Bluetooth
Mobile
WAP
QR
Code
Apps
Email
WIFI
GPS
Email
3G
Augmented
Reality
4G/LTE

25. NaOve
mobile
web
sites
or
campaign
landing
pages
have
been
specifically
Na4ve
Mobile
Web
Sites
designed
for
mobile
devices.
In
Africa,
where
the
majority
of
Internet
access
is
mobile,
this
is
probably
the
best
way
to
go
for
mobile
markeOng.
However,
naOve
mobile
web
sites
tend
to
be
very
basic
so
that
they
can
render
on
entry-­‐level
Internet-­‐enabled
mobile
devices

26. Responsive
Web
Design
(RWD)
The
term
“Responsive
Web
Design”
(RWD)
was
first
quoted
by
Ethan
Marco%e
RWD
provides
an
opOmal
web
site
experience
-­‐
easy
reading
and
navigaOon
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
proporOon-­‐based
grids
and
flexible
images

27. The
“promise”
of
RWD

28. 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
connecOons.
It
CAN
cost
more
and
take
longer
to
execute
than
a
dedicated
mobile
web
or
desktop
opOmized
web
site.

29. There
are
many
different
mobile
ad
units
for
different
types
of
devices
–
feature
phones,
Mobile
Ad
Units
smartphones
and
tablets.
However,
experience
has
shown
that
in
Africa,
simple
text-­‐based
mobile
ads
outperform
display
and
rich
media
ads,
at
the
moment.
A
big
driver
in
Africa
is
that
most
mobile
devices
are
feature
phones
and
not
smart
phones
or
tablets.

30. Geo-­‐targe4ng:
Country,
City,
etc
Mobile
Targe4ng
Op4ons
Mobile
Opera4ng
System:
Symbian,
Android,
BlackBerry,
etc
Device:
iPad,
iPhone
5,
Nokia
1680,
etc
Mobile
Network:
Safaricom,
Airtel,
Tigo,
etc
Content
and
Category:
Sports,
News,
Social
Media,
etc
Time
of
Day:
Morning,
Lunch
Break,
Commute,
etc

31. Click
to
Call
Mobile
Marke4ng
Calls
To
Ac4on
(CTAs)
Click
to
SMS
Click
to
Social
Media
Click
to
Download
Click
to
Mobile
Site/Mobile
Landing
Page
Click
to
Video

32. Mobile
Measurement
&
OpOmizaOon
Reach
Engagement
EffecOveness
Downloads
Impressions
Social
Shares
Leads
Click
Through
Time
Spent
CPM
Rates
CPC
Clicks
Page
Views
CPA

33. Tracking
Mobile
Conversions
A
major
caveat
to
measurement
due
to:
mulOple
tracking
technologies
(i.e.
cookies,
Costly
third-­‐party
MulOple
reporOng
Inconsistent
data
across
UDID,
ODIN,
Market
tracking
tools
interfaces
mobile
plaworms
Referrer,
etc)
There
is
no
single
soluOon
so
mobile
marketers
have
to
work
the
gamut
to
measure
effecOvely

34. Mobile
Media
Planning
&
Buying
Mobile
media
planning
enables
marketers
to
achieve
mobile
markeOng
objecOves
by
using
the
best
possible
mobile
media
plaworms
available
to
adverOsers
within
their
markeOng
budgets.
Involves
analyzing
target
audiences,
keeping
abreast
of
mobile
media
developments,
reading
mobile
markeOng
trends
and
understanding
moOvaOons
of
current
and
prospecOve
customers.

35. Google
Mobile
Ads

36. InMobi
Mobile
Ads

37. BuzzCity

38. TwinPine

39. Mobile
Ads:
How
they
work
Ad shown on Mobile Clicking Ad takes users User can then go to
Ad Network to brand microsite Sprite YouTube Page

40. Make
mobile
markeOng
work
for
you
Mobile
opOmize
your
web
site
and/or
campaign
landing
page
Test
text,
display,
rich
media,
social
and
search
mobile
ads
Mobile
call-­‐to-­‐acOons
have
to
be
explicit
and
compelling
Use
mCommerce
so
users
can
purchase
on
their
mobile
Capture
leads
for
re-­‐markeOng
efforts
Make
your
mobile
campaigns
easy
to
share
via
social
media
Go
beyond
conven4onal
digital
marke4ng,
think
mobile
first!

41. Thank
You!
Moses
Kemibaro
Dotsavvy
Limited
No.
25
Duplex
Apartments
Upper
Hill
Road,
Upper
Hill,
Nairobi
tel:
+254
(20)
8077108/9
email:
moses@dotsavvyafrica.com
twi%er:
@moseskemibaro
web:
www.dotsavvyafrica.com