App Marketing for Emerging Markets and How 20 Companies are Tackling It

App Marketing for Emerging Markets and How 20 Companies are Tackling It

In case your app has a worldwide attraction and you intend to extend your cell app income, advertising and marketing your app to rising markets could possibly be the important thing.


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As per the 2016 App Annie Forecast Report, rising markets will account for 76% of the worldwide cell app retailer downloads and 45% of the worldwide cell app retailer income by 2020.


However that are these rising markets? The biggest rising markets by way of downloads and income development are China, India, Brazil, Russia, Mexico, and Indonesia.

Actually, China has already turn into the largest market on this planet for App Retailer income as per the Q3 2016 report by App Annie.

And India surged previous the US to turn into the largest nation by Google Play downloads in 2016. Regardless of hitting that exceptional milestone, the smartphone penetration in India remains to be at 30% leaving an huge potential for development.

Utilizing Market Maturity Mannequin to Perceive Rising Markets

One of the best ways to know this potential is by learning App Annie’s Market Maturity Mannequin.

The grey vertical bar within the mannequin represents the worldwide common for the place cell app market exists immediately. App downloads have practically peaked, utilization is rising, and income is about to quickly catch up. | Supply: techcrunch

Mature markets just like the U.S. and U.Ok. are to the correct of the grey vertical line. App downloads are leveling off as these markets attain smartphone saturation, however utilization and income are persevering with to rise.

Compared, rising markets are to the left of the road. As extra customers get on-line for the primary time, downloads are skyrocketing.

50% of Google Play’s year-on-year obtain development was pushed by India, Brazil, Indonesia, and Mexico. It is just a matter of time earlier than utilization and income catch up—by 2020, 45% of worldwide app income will come from rising markets.

Leverage Low CPIs in Rising Markets to Purchase App Customers at Low Price

Additionally, the Price Per Set up (CPI) is presently lowest in rising markets. So, if builders can put money into consumer acquisition in rising markets now, they’ll construct their future viewers on the lowest attainable worth.


Your present app advertising and marketing technique in developed international locations is not going to work in rising markets as a result of widespread variations between the 2 markets.

Firstly, in EMs Android is the dominant working system with a mean market share of practically 90% because of the availability of low-cost reasonably priced Android smartphones. iOS lags behind at a measly 3%.


Secondly, cell knowledge remains to be fairly costly in growing economies. The common price of 500 MB of knowledge ranges wherever from 6 hours to 17 hours of labor (2-6x) in rising markets as in comparison with 3 hours in the US.

Actually, customers manually disconnect their units from cell knowledge when away from WiFi and never in use. This additionally helps in saving battery life which is once more a valuable useful resource on low-cost telephones.


Furthermore, cell knowledge is gradual and unreliable because the unfold of 4G networks shouldn’t be intensive. 60% of the full cell connections worldwide are nonetheless 2G.

60% of the full cell connections worldwide are on 2G

Lastly, a majority of the smartphones are low-cost with restricted space for storing accessible.

Actually, in keeping with a Jana survey, 28% of the customers in India complained that apps took an excessive amount of area on their units. Thus, app measurement performs a significant position in deciding which app stays on the cell phone.


Wanting on the App Maturity Mannequin above and the numerous variations between Developed and Rising markets, builders have to tweak their advertising and marketing technique to be extra related.

The next app advertising and marketing methods taken by a few of the hottest apps on this planet can come in useful for rising markets. (If you’re in search of advertising and marketing methods that focus on all markets try this information or this information)

1. Shrink the App Dimension to Accommodate Low Storage

As indicated above, low-cost smartphones are fairly fashionable in rising markets. These are brief on space for storing and customers delete apps which are massive in measurement.

So, the place the app measurement restrict in developed economies is at 100 MB, the identical restrict for rising markets needs to be set at 10 MB. It is a Google really helpful guideline for constructing apps for the subsequent billion.

Actually, Whats up English – an Indian app that allows customers to be taught English from vernacular languages, decreased its app uninstalls by 15% after they decreased their measurement from 16MB to 9MB.

Fb got here out with Fb Lite – with an app measurement of only one.24 MB, to go deeper into rising markets. Right here is how Fb advertises Fb Lite:



2. Cut back Knowledge Dependency to Counter Costly Cell Knowledge

We noticed above that cell knowledge is pricey, gradual and unreliable in rising markets. With the intention to sort out it, builders want to include app options that permit the app for use with out knowledge or WiFi.

One of many strategies is to cache some content material that can be utilized later. Another choice is to permit non-data alternate options like SMS.

For instance, Ola which is the most important native competitor to Uber in India, permits customers to guide cabs by sending an SMS if cell knowledge/ WiFi shouldn’t be accessible. And Uber permits its customers in India to guide cabs by calling.

UCBrowser by UCWeb turned the most well-liked cell browser in India as a result of its knowledge saving function and small measurement. One of many patents on their web site talks about their superior compression expertise that reduces knowledge prices by 85%.

In 2014, it was acquired by Alibaba to strengthen its presence in India.

3. Combine Native Fee Strategies for Extra Customers

Bank card penetration is kind of low in rising markets as in comparison with that within the US. Whereas the US has a bank card penetration at 71%, it’s 50% in Brazil, 6% in Indonesia and a couple of% in India.

Furthermore, smartphone habits are completely different and in keeping with a research by Ovum, solely 19% customers in rising markets are comfy in paying by means of a bank card on cell.

Ovum analysis reveals customers usually are not comfy making cost by means of bank cards in rising markets

This has given rise to Money on Supply (CoD) for e-commerce apps which has turn into a extremely popular cost methodology for Amazon and Flipkart (Amazon’s native competitor) in India. Actually, 20% of all e-commerce funds by the top of 2016 had been made by means of CoD whereas this quantity was round 70% just a few years again.

Uber adopted Paytm (a well-liked native pockets participant in India) in India to get across the regulatory hurdle of 2-factor authentication in funds. Later, it additionally began accepting money as cost in competitors with Ola (the native competitor to Uber).

Additionally, it’s vital to help different native cost strategies in these markets.


eWallets have 62% market share for e-commerce funds in China with a majority stake between  Alipay and WeChatPay.

Fee strategies are fairly distributed in India with eWallets, financial institution switch, money on supply and playing cards having practically equal shares.

Unified Fee Interface (UPI) launched by the federal government which permits customers to make funds by means of cell phones instantly from their financial institution accounts and Paytm – an area pockets participant backed by Softbank and Alibaba are fairly fashionable in India.

Service billing and cost of on-line purchases by means of money at ATM in Brazil are another fashionable cost strategies.

4. Give attention to Referral Advertising and marketing to Enhance App Downloads

Phrase of mouth & referrals by means of social media like Fb are the important thing to app advertising and marketing in rising markets.

As per a survey carried out amongst mCent customers, greater than 60% of the customers in rising markets like India, Brazil, Mexico, and Indonesia listed referral from a good friend as the highest motive for downloading an app.

Referral from a good friend is the highest motive for putting in an app amongst customers in rising markets

MakeMyTrip- India’s premier journey portal elevated its app engagement and conversion fee by 25% which was pushed by cell app referrals!

5. If You Don’t Provide Reductions, You Received’t Develop

‘For those who don’t do them, you gained’t develop’, says Paul Malicki, CEO of Flapper – a cell market for personal flights.  The common consumer in growing international locations could be very worth delicate and low cost presents can do wonders.

Reductions can allow 30% customers to re-engage with apps as per Assume With Google

On tenth Nov 2017, Alibaba hit a new file of $25.4 billion in discounted gross sales throughout Singles Day vacation in China. To place this quantity in perspective, the full gross sales of Black Friday and Cyber Monday mixed within the U.S. was $4.7 billion in 2016.


And get this, 90% of the funds occurred by means of cell utilizing Alipay.

6. Localize Your App As Customers Desire Shopping for in Native Language

As per a research by Widespread Sense Advisory, 72% customers in EMs desire shopping for a product with info in their very own language.

A nice instance of app localization is the sport app Honorbound which obtained over 5 million app downloads and 14 occasions extra options on the app retailer from localization. You possibly can see the huge influence of their app retailer rating after localization.

Downloads ranks of the sport app HonorBound earlier than app localization

Two weeks later, downloads shot up in all of their goal international locations. Of explicit be aware is Turkey, the place they went from not even that includes to quantity 377.

Obtain ranks of the sport HonorBound after app localization

If you’re in search of extra case research, SellMyApp has the finest information on app retailer localization.

ICanLocalize, One Sky App, and Babble-On are a few of the third-party localization distributors you should utilize.

Which language to focus on for app localization? The reply will depend on the kind of app however generally, a analysis by App Annie revealed the next 10 most worthwhile languages – Japanese, English, Korean, Chinese language, German, French, RussianPortuguese, Italian and Spanish.

App localization is a should for rising downloads in rising markets

However localizing your complete app for a number of international locations is a time-consuming job and it’s higher to start out with a minimal viable technique. Right here is how one can execute it:

  • First, simply translate your App Title and Screenshots on Google Playstore for one nation.
  • Observe should you see a rise in downloads. If sure, go forward and translate your complete app itemizing web page.
  • Test should you get extra traction above, and solely then localize your complete app.
  • As soon as you’re executed with one nation, repeat steps 1 to three above for one more nation.

7. Companion with a Native Firm to Construct Credibility

Partnership with an area firm lets you develop your presence quicker by leveraging its native experience and constructing credibility within the thoughts of the native inhabitants.

As an example, LinkedIn partnered with Sina, Tencent, and WeChat for coming into China.


Equally, Airbnb has partnered with the Occasions Group to market their app in India.

One other nice technique is to accomplice with native cell carriers. For instance, Bemobi – a subscription-based mobile-app-discovery service partnered with native cell carriers in Brazil akin to Telefonica and Oi to supply apps from Digital Arts and others.

It was in-turn acquired by Opera to determine a presence in Latin America.

8. Don’t Ignore Conventional Advertising and marketing Strategies

As talked about above, in EMs the price of cell knowledge is excessive and the community is unreliable at occasions. So, most customers actively change off cell knowledge when not in use to lower knowledge utilization and save battery life.

In such a case, offline strategies of app advertising and marketing like SMS, MMS and Voice advertisements come in useful.

SMS garners 98% open charges and 33% response charges and thus acts as an efficient channel for offline advertising and marketing.

World beverage big Coca-Cola believes that cell advertising and marketing price range ought to observe 70:20:10 rule. Whereby 70% is allotted to cell messages, 20% to cell web and 10% to modern instruments like apps, QR codes, Augmented Actuality, and so forth.

Faasos, a meals on demand app, has used SMS inside its advertising and marketing technique to develop to 1M+ customers. SMS is the medium by means of which Faasos is connecting with customers at important factors of their journey to offer vital info.


Oyo Rooms the biggest branded lodge chain in India elevated their bookings by 5X by means of SMS advertising and marketing.

9. Attempt Alternate Enterprise Fashions to Leverage Person Quantity

EMs have an enormous variety of customers. Actually, India and China mixed have one-third of the world’s inhabitants. So, though the typical income per consumer (ARPU) is low, they’ll make up for it by way of quantity.

Enterprise fashions for an app ought to deal with these volumes to generate income.

One such mannequin is ‘crowdsourced by-product’. It mainly entails growing an enticing and free app to amass an enormous quantity of customers.

The app then turns into a crowdsourced labor pool to offer a by-product in alternate without cost utilization of the app.

For instance, Duolingo has used this mannequin to crowdsource paid translations for firms like CNN and Buzzfeed without cost from its customers.

These translations are a lot better high quality than automated translations and but cheaper than skilled translations.

Actually, most cancers analysis is utilizing a variant of this mannequin. Most cancers Analysis UK developed Play to Treatment: Genes in Area a space-themed arcade sport to assist establish defects in real-world DNA microarray knowledge.

Play to Treatment: Genes in Area helps most cancers researchers analyze knowledge by monitoring the routes taken by gamers to gather a helpful in-game useful resource.

10. Transcend Google for Worldwide Search

The world of search goes past Google in rising markets. There are many search engines like google and yahoo which are extensively used like Baidu (77% market share) and Qihoo 360 (8.7% market share) in China and Yandex (42% market share) in Russia.

Search engine market share in 2016 by Blue2purple | Observe market shares of Baidu in China and Yandex in Russia

Individuals throughout completely different international locations search for a similar merchandise in a different way. So, goal a distinct search engine with its particular set of key phrases relying on the nation for advertisements.

11. Goal the Right Messaging App/Social Community to Attain Your Viewers

High 10 used apps (by DAU) in rising markets | Supply – Jana on Cell Promoting in Rising Markets

The highest 10 apps (by Each day Lively Customers) will depend on the nation and varies from one rising market to a different. For instance, BBM remains to be the third hottest app in Indonesia whereas SHAREit is among the many prime 5 apps in India to save lots of cell knowledge price.

Nevertheless, there are some similarities as effectively like Youtube and Whatsapp are the highest 2 most used apps in rising markets besides Indonesia the place Google replaces Whatsapp.

So, Youtube needs to be the popular medium for advertisements adopted by Google Adwords. Sadly, Whatsapp doesn’t presently permit advertisements however app entrepreneurs can leverage Whatsapp by selecting it as the highest sharing medium for referrals and content material sharing.

As Google and Fb are banned in China, it has completely different market dynamics altogether. Baidu, Tencent, and Alibaba (often called BAT) collectively dominate 72.6% of the app market share.

High 10 most used apps in China | Supply: Statista

Among the many prime 10 apps, Tencent owns WeChat, QQ and Tencent Video whereas Alibaba owns Alipay and UCBrowser.

WeChat Advertising and marketing Case Examine

Actually, WeChat has been efficiently utilized by many firms to advertise their apps in China. You possibly can learn the prime 10 profitable case research for advertising and marketing on WeChat.

Starbucks China WeChat marketing campaign gained 130,000 WeChat pals in 4 weeks

Starbucks used WeChat efficiently to introduce a brand new drink by the identify of Refresha, produced from inexperienced espresso bean extract.

  • Utilizing WeChat because the platform to prompt Refresha amongst their clients, Starbucks began the marketing campaign by inserting QR codes of their shops on cup sleeves and posters in order that customers might scan and add the espresso chain as a good friend on WeChat.
  • The espresso chain then created a playlist of 26 songs to have interaction with their clients.
  • Their followers had been then invited to ship in any of WeChat’s 26 emoticons to specific their temper or emotions. In flip, Starbucks would reply with an applicable track tocorrespond to that temper.
  • Over the course of 4 weeks, Starbucks gained roughly 130,000 WeChat pals. Most surprisingly the gross sales quantity for Refresha hit RMB 7.5 million in a mere 3 weeks. All of this was achieved on a price range of simply RMB 250,000.
  • Along with this, the model’s Sina Weibo (Chinese language microblogging website) account gained a 9% improve in followers andgenerated over 57,000 reposts and feedback.

12. Use Video Adverts to Seize Consideration in Rising Markets

You possibly can discover within the infographic above that Youtube is among the many prime 2 apps in most rising markets. Actually, in a 2014 research in Southeast Asia, Center East and Africa, 67% of the individuals desire their cell gadget as their major video platform.

Cell video advertisements development fee in rising markets

The expansion fee of cell video advertisements could be very excessive, in some instances touching triple digits, in rising markets.

Each Youtube and Fb have observed the identical. That’s the reason Youtube has launched a brand new app Youtube Go to permit customers in rising markets to save lots of movies for offline viewing.

Fb has launched a brand new light-weight video product known as Slideshow that permits customers to mix photographs to create a lightweight sized video advert that may carry out throughout many several types of units.

Nevertheless, remember to localize your advert creatives for rising markets to achieve the utmost variety of customers.

Olx Video Adverts Marketing campaign in India

Video advertisements have been efficiently utilized by OLX, the biggest market for used items in India.

Their marketing campaign with the tagline ‘OLX pe bech de’ or ‘Promote on Olx’ has been wildly profitable. In India, the web site will get 2.5 billion page-views a month, as on August 2015.

Listed below are the outcomes of the OLX video advertisements marketing campaign with InMobi in India. You possibly can watch the video advert right here.  For his or her campaigns ‘Let It Go’ and ‘The All New OLX’ with InMobi they managed to achieve 25 million month-to-month distinctive customers and over 300 million month-to-month impressions.

Olx video advertisements marketing campaign with InMobi in India resulted in 2.5X greater conversions and 50% discount in CPI

With over 11 billion web page views, 30 million listings, and 10 million transactions per thirty days, OLX has turn into the biggest market in India, Poland, and, Brazil. OLX is free to make use of and makes cash promoting promoted listings to customers.

Uber and Amazon Have Additionally Used Video Adverts Efficiently

Uber’s advert concerning a humorous tackle organized marriages in India was wildly profitable getting 4 million views on Youtube.

One other app firm that has used video advertisements efficiently is Amazon with it #AurDikhao marketing campaign. The target behind the marketing campaign was to penetrate deeper in Tier II and III cities the place the marketing campaign will do effectively.

It was an try and take a worldwide model like Amazon to plenty. The marketing campaign bought greater than 15000 subscribers for a similar.

This advert movie is a play on a typical Indian shopper’s tendency to all the time take a look at plenty of choices to select from earlier than making a purchase order. The movie ends urging the viewers to obtain the Amazon app and luxuriate in the good thing about alternative.

13. Leverage Influencers for Constructing Your Model

For those who can’t accomplice with an area firm, one other method of constructing belief in rising markets with the native inhabitants is to achieve out to influencers.

It is advisable put a face subsequent to your model for the native individuals to consider in you. That’ the place you may leverage the fan following of influencers.

To seek out the correct influencers you should utilize a platform like theAudience or Klear. For instance, Flapper –  cell market for personal flights, used this technique efficiently to develop in Brazil.

‘We discovered the most important names in Brazil and contacted them. ‘Why don’t you’re taking a flight in our non-public jet?’, we requested. From one put up, we obtained 200k likes, with 1.2MM attain. That’s a 16 % engagement fee. That’s rather a lot. After that our Instagram followership grew by leaps and bounds.’ – Paul Malicki, CEO Flapper

Influencer advertising and marketing introduced 195K likes and 1.2M attain from one Instagram put up for Flapper in Brazil

These engagements from influencers may also have a compounding impact.

Within the case of Flapper, they bought a function within the prime 4 classes in LinkedIn after an influencer revealed their story. Every class can have as much as 800,000 followers.

Due to this text, the most important media channel in Brazil featured them the subsequent day. All as a result of they related with proper influencers on the outset.

14. Maintain an Eye Out for Advert and Person Fraud

You would possibly think about monitoring for fraud as a type of issues that are good to do however nobody truly does. However you may actually burn by means of your spend should you don’t hold a watch out for them.

Click on farms in rising markets have turn into an actual ache for the eCommerce trade. These click on farms typically include a 3 to 4 person-setup with tons of of cell telephones and 1000’s of sim playing cards connected to computer systems.

Click on Farm – Observe the wires dangling out of the rig of cell phones which hook up with a pc

They’ll shortly burn by means of your ad-spend on Fb or Google Adwords by clicking in your advertisements with out offering you any actual customers. They’re additionally used to ship faux rankings and likes to artificially enhance your on-line reputation.

Lately, a giant click on farm was busted in China with 10,000 cell phones.

Customers in rising markets like India and Indonesia depend on units with multiple-SIMs. These units can inflate your advert impressions and can be utilized for fraud.

Apps that course of funds, particularly eCommerce apps, must also be cautious of such frauds like coupon frauds ( the identical consumer utilizing tons of of SIMs to get the first-user low cost), funds by means of stolen bank cards, incorrect refunds/chargebacks, and others.

One of the best ways to sort out that is to construct quantity, velocity and distinctive gadget checks on your transactions, monitor your advert spends and keep away from black-hat advertising and marketing.

Even unicorns like Amazon and Uber have confronted these frauds and proceed to develop strategies to curb it.


Rising markets are presently of their development section. Smartphone penetration is rising as hundreds of thousands of customers are added yearly.

By 2020, they are going to contribute to greater than 50% of the income and downloads on app shops.

Thus, in case you are trying to improve your income from cell apps, rising markets needs to be a key element of your advertising and marketing technique.

Additionally, CPIs are presently the bottom in these markets. It presents app builders an opportunity to get customers on the lowest attainable price.

However these markets are fairly completely different as in comparison with the mature markets like US and UK.

Low-cost smartphones with lesser storage and battery life, costly cell knowledge with unreliable networks, and the dominance of Android telephones with 90% market share implies that the advertising and marketing methods for mature markets can’t be utilized to them.

It is advisable deal with the app advertising and marketing methods that take these distinction under consideration.

So, be selective about which markets you need to enter, plan your enlargement fastidiously and use modern advertising and marketing methods like those talked about above.

Even should you apply just a few of them, you can be forward of the vast majority of apps which didn’t fine-tune their technique. Bear in mind, the market measurement is big and even a small share may give you respectable returns.