Interview with Victor Momparler from Just Eat Spain
Victor Momparler is a digital marketing professional with more than 6 years of experience. He has worked in a leading companies as Microsoft, Zalando and Wazypark and now he is responsible for the User Acquisition strategy at Just Eat in Spain. He will share with us useful tips and recommendations to improve our app marketing strategy based on Just Eat experience. Looking forward to hearing from him!
Get to know more about Victor!
Quick quiz Victor Momparler – Just Eat Spain
Victor will join us at Applause 2018 on Friday 1st of June at W Barcelona Hotel. Get to know more about him and read the full interview!
1. How and when did you arrive to the mobile industry? Why did you decide to stay and work on this sector?
It was in 2014, when I was working in Digital Marketing at Zalando. Back then App strategy started being a business priority and I felt really motivated about joining the Mobile team. I knew the apps sector would be growing a lot and I really liked it, so I decided to stay.
2. What project are you working on now?
It is a long-term project: Just Eat Spain’s Growth and User Acquisition.
3. What is the most important professional quality an app marketer can have?
Scepticism and risk-adverse. I am not sure which one is more important.
4. What KPIs do you control every day? Which ones are the most important?
Cost per First in app Order. App usage enhancement is core in our strategy.
5. What problem do you face in your everyday as an app marketer?
Tracking issues.
6. What is the best option to monetize a mobile app?
It is hard for me to tell as I work on the advertiser side and not the publisher one. From my little experience, I believe: if the app is specialized and has a niche audience (e.g.: flights), I’d try to sell the service/product or try to monetize through commission. On the other hand, if the audience is very broad but massive (e.g. newspaper app), I’d try to stick to CPM/display monetization models.
7. What advice would you give to a company or startup before launching a mobile app?
Don’t just develop and app for the sake of developing one. Some very successful startups have first validated the business model through 3rd party apps and later developed an app to keep the users inside their own ecosystem.
8. What are the biggest challenges facing the mobile app industry?
Reducing the friction of having to download an app. Perhaps something like Progressive Web Apps could be the solution.
9. What trends will mark 2018?
From a Marketing-UX point of view: Personalized experiences and editorial content. Each time we see more apps migrating from a pure service app to a more editorial.
10. How do you keep up to date with all the news in the app marketing industry? What sources do you consult?
Search Engine Land, not just for app-related news, but for Digital Marketing in general.
11. What will you talk about in Applause 2018? Why the attendees shouldn’t miss your keynote?
I will talk about changes taking place in the app industry and how we are adapting here at Just Eat: Tips, recommendations, what worked for us, what didn’t work so well, and much more 🙂
12. To finish, what apps or games have surprised you in the last year?
Bank-related apps have changed a lot in the last year. I guess Fintech startups have accelerated this change.
See you on Friday 1st of June at Applause 2018!
