Interview with Guillermo Gallardo from PickASO - Applause 2017

Introducing Guillermo Gallardo from PickASO, speaker at Applause 2017

Interview with Guillermo Gallardo from PickASO

On Saturday 27 we will celebrate Applause 2017, the first App Marketing Congress held in Spain. Today we are introducing Guillermo Gallardo, ASO Manager at PickASO, the app marketing agency that organizes Applause with TheTool, the first 100% performance based ASO tool developed in Spain.

Guillermo will participate at ASO Panel Discussion with Peggy Ann from MobileGroove, Thomas Petit from 8 fit, Moritz Dann from Phiture, Daniel Peris from TheTool and the panel discussion moderator, Caroline Ragot from InfoJobs. You will have the chance to listen to the best ASO professionals on Saturday. If you still don’t have your tickets, buy them now!

Guillermo Gallardo

Quick Quiz Guillermo Gallardo – PickASO

I studied Advertising and I was graduated from the University of Barcelona. During those years my silly dream was to become the spanish version of Don Draper from Mad Men series. Yep I was quite immature at uni 🙂

After University I had the chance to work in an advertising agency as a creative but, coinciding with the start of the world economic crisis (2008) I got fired. I now see that swerve as something good to me because it gave me the possibility to meet the online world. Since that moment I have always worked in online companies (Hurray!).

Among the companies I have worked for I would like to mention 2; my days as coordinator in the ambitious Google project named ActĂ­vate, where I definitely felt in love with digital marketing, and also I want to mention my current position at PickASO. During last 2 years I have learned a lot about App Marketing, especially ASO & I would like to thank Dani and Miriam, co-founders of PickASO and TheTool, who introduced me to this exciting field.

2. How is your day-to-day?

My day-to-day goes from one ASO Consultancy to another, from one analysis to another, from one ASO report to another. I always try to get the most out of our clients in order to optimize their App Listings and recommend them the best ASO practices.

I also enjoy being occasionally involved in analyzing apps and detecting aspects that could be improved.

3. If you didn’t work in app marketing sector, what would you be doing?

I would surely be part of something digital, maybe more focused on websites. I like everything that is related to the online world, the endless possibilities that it gives us and will give us. I spend so much time reading about new digital trends and I enjoy being always updated with news and digital gossip.

Perhaps, 2 of the digital fields I wouldn’t mind getting to know better are e-commerce and CRM. I can see myself developing a career in these 2 fields.

4. How many years have you been working in the mobile industry? What has changed since you started to nowadays?

Almost 2 years. The truth is that 2 years is not a lot, but the speed of changes in the app marketing world is really fast. When I started nobody was talking about Android Instant Apps, App Indexing, etc like they are nowadays. Even some of the ASO Factors that most of people currently know and optimize weren’t discussed when I started. I like the fact that App Marketing evolves so quickly and year after year Apple, Google, Facebook, etc surprise us with new stuff. It would be boring otherwise.

Another important aspect that I think that has changed a lot during last 2-3 years is the ASO general knowledge. A couple of years ago we had to evangelize more about the perks of ASO. Today, most of potential clients have read about it and they come to us understanding the whole ASO concept.

5. How do you think the app marketing ecosystem would be in 3-5 years?

I personally think that app marketing will evolve to “mobile marketing” as one. During last year, specially Google has been working on different mobile solutions (Progressive Apps, Instant Apps, AMP, etc) that will picture a new scenario. Users gradually won’t tell the technology behind mobile solutions and the whole interaction will be more fluent in terms of discovery, accessibility and usage. I can see “Installs” being less important than today and the whole interaction will be more fluent thanks to that.

We will have to learn about new channels / marketplaces to be found and used like Virtual Assistants (Google Assistant, Siri, Cortana, etc) or OTT’s apps (WhatsApp, Telegram, etc.) and we will also have to understand and learn about new potential markets for our mobile business.

6. If you’d have to give any advice to an entrepreneur/business who’s ready to launch an app, what would it be?

Implement business model/s from day 1.

7. Could you give us a hint about your participation?

I will be part of the ASO Panel. I will try to give my opinion about ASO and also share my expertise on how I help apps, from a big range of sectors, to optimize their on & off metadata factors. I really hope that you all enjoy Applause and we have time to chat during the event.

See you all there!

Get to know more about App Store Optimization at the ASO Pannel Discussion on Saturday! Follow the conversation with the hashtag #ApplauseBCN 🙂


Buy Applause 2017 tickets


Emma Olivero

Author Emma Olivero

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