App Promotion Summit London 2016 Recap

Artyom Dogtiev

In news

July 14, 2016

APS2016 logo

On July 7th the App Promotion Summit took place in London, UK.  Picking up the flag of the last summit that took place in Berlin in December of 2015, this year more than 300 attendees flew to London to talk about mobile app marketing trends, things that work and that don’t and what marketing strategy they need to work on in 2016. The event hosted multiple workshops and masterclasses that allowed people from all facets of the mobile app ecosystem to gain knowledge of what app marketing strategies are efficient this year, how to work with Twitter, Facebook and Google app advertising solution to gain loyal app users and increase revenue.

During the summit attendees were posting photos on Instagram (yes – I can testify that desert was just delicious) and, of course, they were tweeting live to share insightful glimpse of information from presentations and here are some of the most interesting tweets for you to pick up app marketing tidbits from.

One of the first speakers on stage was Gabriel Machuret of ASOProfessional and the topic of the speech he delivered was Black Hat techniques of the App Store Optimization. This is the topic that it’s been rarely brought up and it was interesting to hear Gabriel’s perspective on how such techniques hurt app developers community that do not involved in such dishonest app marketing tactics. Among mentioned Black Hat techniques were app cloning, keyword stuffing, Spike Search, review farms and more. 

David Iwanow, former SEO product manager at Ebay was talking about app-indexing, technical specifications, common pitfalls and how it helps app developers to make their apps content more discoverable and ultimately being able to reach more users. You can download David’s presentation on app-indexing on Slideshare.

Lorenzo Bianchi, the head of Google’s office in UK and Ireland delivered a speech dedicated to the role of search in app discovery and how Google leads in this area. One of the things that Lorenzo pointed out as a crucial factor for mobile app marketing is to being able to find the right users at the right time. Hence mobile app ad campaign geo and interests targeting has become paramount in app promotion. 

The first panel of this summit was dedicated to App Store Optimization tactics and strategies. It was moderated by Peggy Anne Salz, mobile analyst of VentureBeat and the panelists were Charo Paredes OrtizMoritz Daan, Gabriel Machuret, Thomas Petit, and Thomas Twigg. The range of the topics discussed was from the importance of an app video demo and how it may not work for all apps, to is it possible to define ROI for a mobile app ASO.

Ross Sheil, Head Of EMEA Mobile, Twitter was talking about what Twitter is capable to offer for a mobile app owner to advertise his app. The Twitter’s ad platform has been evolving since its launch in 2013 and as of today it allows developers to reach 700 million audience of mobile app users both on and off Twitter. 

Bob Gallagher of Appsynth app marketing agency touched upon many tactics to reach our targeted audience for a mobile app and in particular he stressed on the importance of sending push notifications for mobile app users that are really relevant to them and hence will improve user experience, not to push them away with messages that interrupt their experience.

Perhaps the most colorful and attention-grabbing was the panel that was dubbed Pimp My App. The four panelists were up to the task to help a mobile app developer to resolve some of the app marketing issues he has. It was a great competition for these app marketing professionals to show their approach to app marketing and present a live case of how would they help a real client to solve his marketing challenges.

These are just a few pictures to show how much emotional and full of positive vibes the App Promotion Summit in London was.

Despite all means of digital communication we have now, in person meetings are here to stay. The combination of great marketing insights with how it was presented from the stage made this App Promotion Summit even better than the previous one. Now it’s time to plan your trip to the next events this fall in New York and Berlin. It’s going to be even better, we aren’t going to stop improving it!