[Vietnam Mobile Day 2014] Chiến lược thu hút người dùng cho ứng dụng tại thị...

USER ACQUISITION STRATEGY FOR MOBILE APPS

IN VIETNAM MARKET

Presented By: Mr. Quoc NguyenGmark Corporation

The Big Big Gotham Black Headline Goes Here

AGENDA

1. GMARK’S OVERVIEW 2. MARKETING CHANNELS FOR MOBILE APPS3. KEY INDICATORS4. EFFECTIVE MEASUREMENT TOOLS5. EFFECTIVE MODEL

1. GMARK’S OVERVIEW


MMA Members

Products

CUSTOMERS

PARTNERS

2.MARKETING CHANNELS FOR MOBILE APPS


– Facebook & Google Adwords: biggest traffic

– Local Adnetworks

– Wap Master– Official Mobile

App Store: Google Play, App Store

Google

WAPLocal Ad Networks

Facebook

Price

Number of downloads

MARKETING CHANNELS FOR MOBILE APPS


680,000,000 Mobile users

Dis: CPC, high cost (?) Dis: CPC, click by accident conversion rate high cost

Ad: some accept CPIDis: small, depends on apps/games appropriateness

Ad: revenue share Dis: small, risks of recoded apps/games


– 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


3. KEY INDICATORS

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 UsersCore Users


4. EFFECTIVE MEASUREMENT TOOLS

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


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

$10,000

$10,000

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


5. EFFECTIVE MODEL


Your game: Supper Star

Expected User: 100k DAUExpected revenue: $5,000/day.

The Big Big Gotham Black Headline Goes HereEFFECTIVE MODEL

Recommendation from Gmark1. Quickly get your apps at 5,000+, 10,000+ or 50,000+ downloads2. Sharping your apps, target users as you wish to get3. Build up relating campaigns to keep users with you (promotion, competition...)4. Pay attention to your final target, step by step burst out your KPIs5. Call me for cheering up (optional)

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


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: BigKulOS: AndroidOrder: 7,000 CPIResult: - 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


Thank You For Your Attention!

Gmark JSCContact email: [email protected]

Skype: nguyen.quoc4

[Vietnam Mobile Day 2014] Chiến lược thu hút người dùng cho ứng dụng tại thị...

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Transcript of [Vietnam Mobile Day 2014] Chiến lược thu hút người dùng cho ứng dụng tại thị...