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Treatwell Thiago Monteiro

Exclusive Interview with Thiago Monteiro Head of Mobile for Treatwell Article

We had the opportunity to exclusively interview the Head of Mobile at Treatwell, Thiago Monteiro. Thiago will be speaking at this years Apps World London show in October.

Can you give a brief introduction to who you are and what you do?

My name is Thiago Monteiro and I have been working in digital marketing for more than six years.

I currently lead the mobile team at Treatwell, where my main focus is to ensure the growth of our mobile app.

What is the key to effective innovation in mobile?

Be customer centric, keep testing and never settle.

Think when and how your product will be relevant to your user. Currently our challenge is an attention deficit vs the amount of content that is produced. Therefore, it is more crucial than ever to ensure your product answers the exact needs of the consumer.

App stickiness has become somewhat of a buzzword, to what extent has app stickiness become part of Treatwell’s mobile strategy?

We are currently working on how to improve it. On one hand, we think the user should spend less time moving through our booking flow, as that means we are providing a good overall experience. On the other hand, we are aware of the importance of stickiness for app ranking and organic growth.

Due to that, we started looking into how we can transform the app from a booking engine for haircuts and other treatments, into more of a 24/7 beauty assistant.

How important is a simple mobile strategy?

A simple, well defined and well measured mobile strategy will avoid confusion and provide guidance and direction. This of course should be in line with, and support, the overall business strategy.

What role can video play in user acquisition?

More than a third of digital video is consumed on smart phones. Previously I have spoken about the attention deficit we face nowadays, and at the same time, mobile users are responding increasingly to highly visual content that requires little to no explanation. With information like this – it is a medium we cannot overlook.

In our case, we saw video is a great tool in raising awareness and consideration of our app, perfectly complementing a direct response campaign.

Mobile had become the new normal with millions of apps available across devices, what would be your advice on making an app standout from the crowd?

Be relevant to your target customer. Focus on your core business and how you can make it the best possible experience for your users.

What are the big mobile trends in 2016?

Last year saw both Google and Apple announcing app indexation. We have already started to see some apps becoming indexed, but still there is a long way to go.

Alongside this, the increasingly personalized experience is another big mobile trend. Personal assistant and chat bot technology has been around for a while, but they are developing into more usable formats. I believe these will have a transformative effect on overall personalized user experience.

We will start to see more and more solutions similar to Google’s Instant Apps.  If you think about the desktop experience as a proxy, apps are basically software that users have to install so they can access specific content. Can you imagine if you had to install an Amazon app just to buy a book?

What are the benefits of being a part of Apps World London 2016?

I am hugely looking forward to learning from the wide variety of mobile marketing professionals at Apps World London. Not just the learning they bring from their experiences; but the predictions they will share for the future of app marketing.

Don’t forget to sign up for a delegate pass to hear from Thiago and so many more great speakers at Apps World London.

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