Applause Congress Brings Together 120 App Marketing Professionals in Barcelona

120 attendants have met this weekend at Applause, the first professional App Marketing Congress in Spain celebrated at W Barcelona hotel. New trends were discussed and some case study were exposed throughout Saturday. More than 20 experts shared with attendants their own point of view.

The opening keynote at the congress was presented by Peggy Anne Salz , Chief Analyst at VentureBeat & Founder MobileGroove. She talked about App Store Optimization and presented the key findings about the report “VB Insight ASO Practitioner’s Guide”.

After that, Víctor Momparler , Chief Growth Officer of wazypark, revealed some key issues of the user acquisition of wazypark, the app which allows you to find where to park your car.

As for Marissa Aydlett , VP & Marketing at Appboy, came from New York to enumerate 5 best practises about engagement, retention and monetization.

After midday coffee, the speaker entitled to undertake the conference presentations was Irene Noriega , International Mobile Manager at Zalando. She picked out the App Indexing Strategy of fashion and footwear german app, as well as she talked about App Streaming, Android Instant Apps and iOS spotlight search.

Later, AppsFlyer workshop took place. It was conducted by Jonatan Gottfried (Director of CSM & Compliance at AppsFlyer) and Guy Uziely (Customer Success Manager Spain & LATAM at AppsFlyer). They highlighted the importance of measuring properly. They were backed by the testimony of Softonic. Ignasi Prat , Head of Marketing Europe at Appodeal, talked about the importance to know how to monetize an application. His theory was underpinned by Mobincube and GreenLionSoft’s testimonies.

After lunch, which was celebrated at the restaurant Eclipse, Antonio Calero , Services Manager of MarketPlace at AdEspresso, explained, step by step, how to optimize Social Ads for mobile user acquisition in Facebook. Moreover, Caroline Ragot, Mobile Strategist at InfoJobs & Co-founder of Women in Mobile, revealed the evolution of InfoJobs Strategy from the past years with their mind in only thought desktop-only until now, where their priority is app-mobile-first.

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Thomas Petit , Growth team member at 8fit, focused his speech in the importance of the reviews and ratings, both for the positioning at the search engine of Google Play and App Store (ASO) and the user’s conversion rate. He also talked about the news presented recently at the last Google I/O Conference about this issue.

After mid-afternoon coffee, Gemma Escribano (Wallapop’s Chief Marketing Officer) explained the keys of the relationship about organic and non organic downloads of the app, which allows you to earn money selling your unwanted items and finding bargains.

The last keynote of Applause was given by Daniel Peris (CEO and Growth Engineer at PickASO & TheTool). He presented TheTool, a tool which helps analize and optimize App Marketing and ASO strategies.

The conference ended with a round table, moderated by Caroline Ragot (Mobile Strategist at InfoJobs and Co-founder of Women in Mobile), in which participated 6 panellists: Macarena Cenalmor (VP of Client Services at Mobusi), Gina Tost (Geenapp’s CEO), Luis Florit (Head of business development & marketing at eMMa), Antonio Cantalapiedra (CEO mytaxi Spain & Portugal), David Arranz (Sales Team Manager & Marketing Online at imaginBank) and Thomas Petit (Growth team member at 8fit). They discussed about the main problems and challenges of App Marketing industry.

For a few hours, the congress was the trending topic in Spain with the hashtag #ApplauseBCN. Applause was possible thanks to the support of golden sponsors -Mobusi, AppsFlyer, Geenapp-, silver sponsors -Infojobs, Appboy, Appodeal, TheTool- and, also, the contribution of collaborators -Difoosion, iPadizate, Andro4all, Applesencia, El Androide Libre, Juego Reviews, mobyaffiliates, BusinessOfApps, Appindex, Appcircus, WiM, slashmobility, MobileGroove, Talent Garden Barcelona, Petit Palace Hotels, Friendly Rentals, mytaxi, Glovo, MMA, Marco Estil and Grupo Billingham.

You can visit the PickASO site here for more information, or the official Applause site here.