{"id":3765,"date":"2016-02-24T19:21:12","date_gmt":"2016-02-24T19:21:12","guid":{"rendered":"http:\/\/e-growing.com\/?p=3765"},"modified":"2016-02-24T19:21:12","modified_gmt":"2016-02-24T19:21:12","slug":"women-in-mobile-el-exito-del-mobile-world-congress-king-runtastic","status":"publish","type":"post","link":"https:\/\/www.vanessaestorach.com\/en\/women-in-mobile-el-exito-del-mobile-world-congress-king-runtastic\/","title":{"rendered":"Women in Mobile, el \u00e9xito del Mobile World Congress"},"content":{"rendered":"<p>Ayer por la noche conseguimos reunir a 400 personas en el evento de <a href=\"http:\/\/inspiringmobilewomen.com\/\" target=\"_blank\">Women in Mobile<\/a> en el que profesionales de Runtastic, King o Jampp nos explicaron los secretos para mejorar el app retention de nuestras aplicaciones m\u00f3viles.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3768 size-large\" src=\"http:\/\/e-growing.com\/wp-content\/uploads\/2016\/02\/IMG_1126-1024x682.jpg\" alt=\"women-in-mobile-vanessa-estorach-egrowing\" width=\"1024\" height=\"682\" \/><\/p>\n<p>La de ayer fue la segunda edici\u00f3n de la iniciativa de Women in Mobile que ya hace dos a\u00f1os que fund\u00e9 junto con Caroline Ragot, Mobile Strategist en Infojobs, con el objetivo de dar visibilidad a las mujeres del sector mobile. Y eso es lo que explicamos en el breve parlamento que dimos para presentar el evento de Women in Mobile, en el que Caroline coment\u00f3 que \u201ces fant\u00e1stico poder ver un auditorio tan lleno de mujeres del sector mobile y mostrar a todo el mundo que es relativamente f\u00e1cil encontrar a mujeres ponentes de alt\u00edsimo nivel\u201d.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3769 size-large\" src=\"http:\/\/e-growing.com\/wp-content\/uploads\/2016\/02\/IMG_1127-1024x682.jpg\" alt=\"women-in-mobile-vanessa-estorach-egrowing\" width=\"1024\" height=\"682\" \/><\/p>\n<p>\u00a1Y es verdad! Que super-expertas del sector empresas como Runtastic, Jampp o King vinieran a explicarnos su experiencia fue muy f\u00e1cil.<\/p>\n<p>[Tweet &#8220;Encontrar a mujeres expertas en el sector #mobile que quieran hablar en eventos es muy f\u00e1cil #WiMevent&#8221;]<\/p>\n<p>La keynote estuvo a cargo de <strong>Stephanie Peterson<\/strong>, <strong>VP Marketing &amp; Strategic Communications\u00a0en Runtastic<\/strong>, que habl\u00f3 sobre la evoluci\u00f3n estrat\u00e9gica de la empresa. Al inicio, centrada en la adquisici\u00f3n de usuarios y sin tiempo ni para analizar datos. Hoy, consciente de su identidad, adopta un enfoque hol\u00edstico que usa los datos en beneficio de los usuarios. Porque vender un producto es solo el principio y hay que probar cosas constantemente, conocer bien a los usuarios, implicarlos y mantenerlos de forma regular.<\/p>\n<p>[Tweet &#8220;\u201cAnaliza los datos con sabidur\u00eda. Comunica de manera inteligente y, recuerda, \u00a1menos es m\u00e1s!\u201d&#8221;]<\/p>\n<p>\u201cLo m\u00e1s importante de todo: piensa m\u00e1s all\u00e1 de la venta y p\u00e1sate a un modelo donde la clave est\u00e9 en establecer una relaci\u00f3n entre t\u00fa y tu usuario. Y complementa el producto con contenido \u00fanico. Crea algo tan significativo que a tus usuarios les cueste imaginarse la vida sin ello.\u201d<\/p>\n<p>A continuaci\u00f3n, <strong>Joana Picq<\/strong>, <strong>Head International Development en Jampp<\/strong>, hizo un gui\u00f1o provocativo con su ponencia \u201dApp retargetting for Blondes\u201d y explic\u00f3 el qui\u00e9n, cu\u00e1ndo y c\u00f3mo de esta valiosa t\u00e9cnica de marketing digital con la que se busca impactar en usuarios que ya han interactuado con nuestra app sin completar la conversi\u00f3n.<\/p>\n<p>[Tweet &#8220;El 20% de las apps son abiertas solo una vez&#8221;]<\/p>\n<p>Por ello es cr\u00edtico analizar datos pensando en poder definir qu\u00e9 usuarios abordar, segmentando, cu\u00e1ndo lanzar la campa\u00f1a para cada tipo de usuario seg\u00fan d\u00edas de la semana y horas del d\u00eda m\u00e1s propicios, y c\u00f3mo enfocarla, aspecto en el que las herramientas de automatizaci\u00f3n m\u00f3vil nos permiten gestionar grandes bases de datos segmentando y manteniendo contactos regulares, sin perder la cercan\u00eda con los usuarios. \u201cSi la adquisici\u00f3n de usuarios es dif\u00edcil, y la retenci\u00f3n, m\u00e1s dif\u00edcil todav\u00eda, el retargeting puede ayudarte a volver a atraer a los usuarios en el momento adecuado con el mensaje adecuado\u201d, concluy\u00f3 Picq.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3770 size-large\" src=\"http:\/\/e-growing.com\/wp-content\/uploads\/2016\/02\/IMG_1125-1024x682.jpg\" alt=\"women-in-mobile-vanessa-estorach-egrowing\" width=\"1024\" height=\"682\" \/><\/p>\n<p>Desde un enfoque distinto, <strong>Sandra Davidsson<\/strong>, <strong>Senior Operations Services Manager, CRM, en King<\/strong>, aport\u00f3 una magn\u00edfica reflexi\u00f3n sobre c\u00f3mo el modo de abordar la tecnolog\u00eda puede influir en los resultados de una app. Inspir\u00e1ndose en el cuento de los tres cerditos, y con uno de los personajes de King de fondo, Davidsson explic\u00f3 c\u00f3mo unir tecnolog\u00eda y marketing a\u00f1ade valor a la App Retention. Estos mundos que casi siempre funcionan de forma inconexa, y a menudo de espaldas entre s\u00ed, en King se funden en un solo equipo, con comunicaciones abiertas:<\/p>\n<p>[Tweet &#8220;\u201cLos desarrolladores son los mejores aliados del responsable de marketing\u201d&#8221;]<\/p>\n<p>Los beneficios de este enfoque se trasladan de forma positiva, a juzgar por los resultados de King, a las estrategias y t\u00e1cticas de retenci\u00f3n de usuarios.<\/p>\n<p>Finalmente se dio paso al panel \u201c\u00bfC\u00f3mo hacer que el usuario vuelva a tu app?\u201d, en el que se ofrecieron los puntos de vista de empresas cuyas apps buscan la recurrencia de sus usuarios, mediante servicios de entrega de comida a domicilio y de alquiler de coches, como es el caso de Deliveroo y Delivery Hero, por un lado, y de Drivy, por el otro. Adem\u00e1s de comentar la importancia del on boarding o de evitar el spam a los usuarios, se les pidi\u00f3 a las panelistas alg\u00fan punto clave en la estrategia de retenci\u00f3n de usuarios. <strong>Diana Morato, Directora General de Deliveroo Espa\u00f1a<\/strong>, afirm\u00f3 que \u201ces clave adaptarla a los diferentes mercados internacionales en los que operamos ya que las preferencias de nuestros usuarios variaran seg\u00fan criterios geogr\u00e1ficos y las distintas nacionalidades.\u201d Como an\u00e9cdota, explic\u00f3 que al localizar la app cambiaron el tema de la propina, pues en Reino Unido se ve como algo natural pagarla por anticipado y en Espa\u00f1a no. <strong>Raquel Priego, Responsable de Marketing de Drivy<\/strong>, coment\u00f3 que su retenci\u00f3n se basa en la relaci\u00f3n con los usuarios, con \u201cacciones diferentes para usuarios diferentes, para proporcionarles experiencias reales.\u201d Por su parte, en una nota m\u00e1s t\u00e9cnica, <strong>Meike Maryska, Mobile CRM Manager de Delivery Hero<\/strong>, resalt\u00f3 la importancia de elegir bien las herramientas y actividades de CRM seg\u00fan haya m\u00e1s penetraci\u00f3n app o web para contratar servicios en los entornos de pa\u00edses y usuarios a los que nos dirigimos.<\/p>\n<p>Y despu\u00e9s de estas charlas y panel, nos esperaba un c\u00f3ctel en el que se pudo hacer mucho networking y en el que disfrutamos del cava Juv\u00e9 y Camps y de las chocolatinas Hello de Lindt. \u00a1Todo estaba muy rico!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3771 size-large\" src=\"http:\/\/e-growing.com\/wp-content\/uploads\/2016\/02\/IMG_1124-1024x682.jpg\" alt=\"women-in-mobile-vanessa-estorach-egrowing\" width=\"1024\" height=\"682\" \/><\/p>\n<p>Creo que al final, todos nos fuimos del evento con algo nuevo aprendido. Por el feedback que hemos estado teniendo, el evento de Women in Mobile super\u00f3 las expectativas. Y todo fue al gran trabajo en equipo de todas las Women in Mobile que se involucraron en el evento. Celia Diaz, Cristina Campill\u00e0 y Eli B\u00f3veda fueron las piezas clave sin las que no se hubiera podido realizar este evento. \u00a1Gracias chicas! \u00a1Gracias Women in Mobile!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ayer por la noche conseguimos reunir a 400 personas en el evento de Women in Mobile en el que profesionales de Runtastic, King o Jampp nos explicaron los secretos para mejorar el app retention de nuestras aplicaciones m\u00f3viles. La de ayer fue la segunda edici\u00f3n de la iniciativa de Women in Mobile que ya hace&#8230;<\/p>\n","protected":false},"author":4,"featured_media":3767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[425,476,477,478,446,479,447,449,450],"class_list":["post-3765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventos","tag-app-retention","tag-deliveroo","tag-delivery-hero","tag-drivy","tag-happn","tag-jampp","tag-king","tag-runtastic","tag-women-in-mobile"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Women in Mobile, el \u00e9xito del Mobile World Congress - Vanessa Estorach<\/title>\n<meta name=\"description\" content=\"Ayer por la noche conseguimos reunir a 400 personas en el evento de Women in Mobile\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vanessaestorach.com\/en\/women-in-mobile-el-exito-del-mobile-world-congress-king-runtastic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Women in Mobile, el \u00e9xito del Mobile World Congress - 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