how to win the hearts of mobile users? | yuji yokoyama
TRANSCRIPT
How to Win the Heart of Mobile Users?
Yuji YokoyamaSenior manager of Mobile Marketing SEA
Company Profile<Established>
2001
<HQ> Tokyo, Japan<Office> 22Offices, 12Countries<Employee> 1,089 (2015 Mar.)<Business> Online Marketing
Media & Content
Tokyo Stock Exchange MothersStock Code: 2489
<Global Operation> <Our Business>
ADWAYS in SE Asia
\
WHERE WE ARE12 Global Network
SEA APP MARKETGrowth of mobile app market in SEA countries
SEA APP MARKETING Basic strategy of mobile app marketing
Pre-Launch Marketing Get loyal users1 Boost Ad Boost app ranking -> Get organic users
Ad networks Keep getting loyal users
0
1
2
1
20
Boost
InstallKeep Running
App Launch
Time
3 keys for SEA users
1. Social Media Marketing
2. Local Communication tool
3. Local Marketing
TotalPopulation
OverallUsage
(per population)
OverallActive Users
MobileUsage
(per overall usage)
MobileActive 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
Key 1: Social MediaTOP 5 region of Social Media use
1 Facebook2 Facebook Messenger3 WhatsApp4 Google +5 Instagram
TOP 5 Popular Social Media / Messenger in
SEA
Key 1: Social MediaSocial Media Influencer marketing
< Photo > <Video >
Example PostKey 1: Social Media
Case Study – Chain DungeonsKey 1: Social Media
eCPI Finish Tutorial
ROI
300 %
170 %
23 %
(compared with a campaign with similar budget and targeting)
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.
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)
Key2 : Local Communication Tool CPI campaign Game Channel
Key2 : Local Communication Tool Case studiesCase
1Genre : GameCategory : 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
Key2 : Local Communication Tool Case studiesCase
2 Genre : E-commerce
• Total campaign install : Over 5,000 installs (in 2 weeks)
• Daily average install : 300% up• Daily average transaction : 150% up
- 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
LINE Points CPIKey2 : Local Communication Tool
ThailandIndonesia Malaysia SingaporeJapanKorea TaiwanHong Kong
Case studiesKey2 : Local Communication Tool
Case 1
Genre : GameCategory : StrategyApp size : 138MBBest Rank : 1 (Top New Fee)Delivered installs : 100K (in
1day)
Case 2
Genre : GameCategory : ActionApp size : 32MBBest Rank : 1 (Top New Fee)Delivered installs : 30K (in 2
days)
- 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)
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.
LOCAL OFFLINE MENU (1)Transportation
Stations / Terminals
Trains / Buses
LOCAL OFFLINE MENU (2)Convenience Stores
Traditional ChannelLOCAL OFFLINE MENU (3)
Magazines TV commercial
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
LOCALIZATION TIPS (1)Asset / Creative / Language localization
- English- Malay - Bahasa Indonesia- Thai- Vietnamese- Traditional Chinese- Simplified Chinese
LOCALIZATION TIPS (2)Device testPre launch test
Culture
Internet
SpeedDevice Spec X
XX
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
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.
Partnership with QuestDrop
X MarketingPublishin
gLocalizeSupport
THANK YOUMEET ADWAYS AT BOOTH #308