Mobile App Marketing Insights: 5 Things to Focus On in 2023

The rise of mobile apps in our modern internet era has revolutionized every aspect of everyday tasks. With plenty of apps available in various app stores, app marketers face intense competition in capturing the attention and loyalty of potential and current users.

Table of Contents

Mobile App Marketing Insights: 5 Key Stats
User Engagement and Personalization
User-Generated Content (UGC) and Influencer Marketing
App Store Optimization (ASO)
Data-Driven Decision-Making and AI
Retargeting and Remarketing

To navigate this dynamic industry successfully, it is crucial for app marketers to grasp the latest trends and insights that drive effective mobile app marketing campaigns. In this article, we will dig into five foundational mobile app marketing insights and explore what app marketers should prioritize in 2023.

But before that, let’s see some 2023 app trends and stats everybody should know by now.

Mobile App Marketing Insights: 5 Key Stats

As seen in 2022, relying on outdated strategies or sheltering behind “that’s the way everyone has always done it” will not work.

With limited budgets, it’s critical to have your team focused on careful preparation and spending methods, investing in retention as much as UA, finding inventive ways to achieve ROI, and changing the channel mix to increase reach in more efficient methods.

Below are some statistics from 2022 that are a must-read.

1. Total App Installs Increased by 10% In 2022

The mobile app sector is maturing. Therefore, it’s not surprising that mobile growth is gradually decreasing over time.

Against a relative slowdown, 2022 saw a 10% YoY increase in total installs, despite obstacles from Apple’s privacy measures, somewhat unexpected post-COVID user habits, and a projected economic collapse influencing marketing spending.

The COVID digital surge did not last: the 2020 COVID-19-driven digital boom (35% YoY growth) was a rare occurrence and not the new normal post-COVID. For example, Android gaming saw a 52% “COVID bump” in 2020.
Android installs increased by 9%: this was primarily due to the geographic part, with a remarkable 18% increase in the world’s largest Android market – India.
Following last year’s ATT low, iOS installs increased by 16%: the debut of Apple’s ATT framework had a tremendous impact, which was driven mainly by non-gaming apps. Many entirely digital goods and experiences, including health and fitness, picture editors, children, and lifestyle apps, are exclusively available on iOS.

2. Ad Expenditure Down 5% YoY – but a 20% Decline at Year-End

Overall, UA spending is down 5% yearly. Still, when we examine the last three months when the economic slump truly hit, the contrast between 2021 and 2022 becomes evident.

Between the start and the end of the year in 2021, the budget increased by 8%, but it decreased by 20% in 2022.

Gaming is more recession-resistant than the non-gaming field
There was a non-gaming decrease in finance and food delivery
The growth of owned media continues
SSOT has the chance to change things

3. Apps Spent $80 Billion on UA in 2022 – Down From 40% In 2021

We’ve seen the patterns and triggers, but regarding real cash amounts, worldwide app install acquisition expenditures in 2022 exceeded $80 billion – including China.

This statistic reflects a modest dip from 2021, following a 40% increase from 2020. Do keep in mind that it’s a whole new post-COVID scenario, and the economic recession has hit even harder in recent months.

Gaming was the biggest vertical group, with $27 billion, which was followed by finance ($8.5 billion), casino real money ($5.2 billion), and retail ($3.4 billion) – (if we exclude China).

4. In-App Advertising Revenue Growth

In contrast to IAP, we see consistent ad revenue growth throughout both platforms, with Android seeing a substantial 48% YoY gain in IAA and iOS not far below with a 38% YoY increase.

That is most likely due to hybrid monetization methods gaining hold in gaming and hanging pressure from management to achieve results, despite the economic recession driving firms to display more ads for easy short-term gain via CPM.

5. In 2023 iOS Is Gaining Traction in Android Markets

Considering install growth this year, it’s pretty strange that traditionally Android-dominant markets are exhibiting a phenomenal increase in iOS installs. Despite having established Android user bases, we can see Vietnam expanding at 56%, India at 49%, and Indonesia at 26% YoY in 2022.

Even established nations had excellent iOS growth, with the UK at 28% and Germany at 20% year-on-year. However, Brazil has seen a 32% reduction in total installs this year due to the country’s recent ban on iPhone sales.

Now, let’s focus on five mobile app marketing insights and trends marketers and developers may find intriguing for this year.

1. User Engagement and Personalization

Personalization has been a huge trend in mobile app marketing and will continue to dominate in 2023. App marketers should focus on creating personalized experiences that cater to individual user preferences.

Here, marketers can deliver customized content, recommendations, and notifications that resonate with users by leveraging user data and behavioral insights.

To achieve higher user engagement, app marketers and developers should also prioritize interactive features and gamification elements within their apps. By incorporating elements such as quizzes, challenges, and specific rewards, marketers can enhance user engagement, increase app usage, and drive long-term retention and loyalty.

Furthermore, personalization can, of course, extend beyond the app itself. Marketers can employ personalized push notifications, in-app messages, and emails to deliver tailored offers, updates, and reminders to users. The more personalized the communication, the higher the chances of users engaging with the app and becoming loyal customers.

2. User-Generated Content (UGC) and Influencer Marketing

Influencer marketing has become a powerful, multipurpose “tool” for app marketers to reach their target audience authentically. In 2023, app marketers should aim to collaborate with influencers who have a relevant following and can effectively promote their apps.

Influencers can create engaging content, share their experiences, and encourage their followers to download and use the app.

When selecting influencers, it’s essential to consider their niche, audience demographics, and engagement rates. Moreover, authenticity and credibility are crucial factors for successful influencer partnerships.

Marketers should work closely with influencers to ensure the messaging aligns with the app’s value proposition and resonates with their target audience.

Moving onto user-generated content. UGC is yet another valuable asset for mobile app marketing. Encouraging users to create and share content related to the app can tremendously impact its visibility and user acquisition.

App marketers should leverage UGC by running contests, offering incentives, and providing easy-to-use sharing features within the app. UGC not only promotes the app but also creates a sense of community and social proof, encouraging others to download, engage and stay in the app.

3. App Store Optimization (ASO)

With 8.93 million apps available in Apple App Store and Google Play Store, app marketers need to ensure their app stands out from the crowd. App Store Optimization (ASO) plays a vital role in increasing app visibility, attracting organic traffic, and driving installs.

This year, marketers should focus on optimizing their app’s metadata, including the app title, description, keywords, and screenshots.

Conducting thorough keyword research and incorporating relevant keywords (similar to SEO) can improve search rankings and increase app discoverability. It is also essential to regularly monitor and analyze user reviews and ratings to address any issues promptly and improve overall user satisfaction.

Additionally, app marketers should pay attention to app store ratings and implement strategies to encourage positive reviews. Higher ratings and positive reviews not only influence user decision-making but also contribute to higher search rankings within the app stores.

Promptly responding to user feedback, addressing concerns, and continuously improving the app’s features based on user suggestions can lead to positive reviews and a better overall app rating.

4. Data-Driven Decision-Making and AI

Data-driven decision-making has become necessary in mobile app marketing. App marketers should leverage data analytics tools to gain insights into user behavior, preferences, and engagement patterns.

By analyzing data, marketers can identify areas for improvement, optimize user journeys, and make informed decisions about marketing strategies.

Moreover, they should focus on collecting and analyzing both qualitative and quantitative data. Qualitative data, such as user feedback and surveys, can provide valuable insights into user preferences, pain points, and expectations.

On the other hand, quantitative data, including user demographics, in-app behavior, and conversion rates, can help identify trends and patterns that inform marketing strategies.

Artificial Intelligence (AI) and machine learning technologies will continue to revolutionize mobile app marketing in 2023 as they continue to grow. Marketers can use AI-powered tools to automate processes such as personalized content recommendations, targeted messaging, and predictive analytics.

AI can also help in identifying patterns and trends that can be used to optimize user acquisition and retention strategies.

5. Retargeting and Remarketing

In 2023, app marketers should focus on retargeting and remarketing strategies to re-engage users who have shown interest in their app but haven’t completed the desired action, such as downloading or making a purchase.

By leveraging user data and KPIs and employing retargeting techniques, marketers can display personalized ads to users across various platforms and websites they visit. What is more, remarketing through email campaigns can also be effective in re-engaging users who have shown previous interest in the app.

Marketers can offer incentives, discounts, or exclusive content to encourage users to revisit the app and complete the desired action.

In addition, app marketers should explore dynamic retargeting, which tailors the ads shown to users based on their previous interactions within the app.

For example, suppose a user added items to their cart but didn’t make a purchase. In that case, dynamic retargeting can display personalized ads showcasing those specific items to entice the user to return and complete the purchase.

Bonus: As Always – User Privacy

Marketers must prioritize user privacy to build trust and maintain a positive brand image with increased awareness about data privacy and regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

They should focus on implementing transparent data practices and obtaining explicit user consent for data collection and usage.

It is essential to clearly communicate to users what data is being collected, how it will be used, and how it will be protected. This transparency can be achieved through user-friendly privacy policies, consent pop-ups, and easy-to-understand language.

To further enhance user privacy, app marketers should adopt privacy-by-design principles from the early stages of app development. That involves integrating privacy measures into the app’s structure, ensuring secure data storage, and implementing strong encryption protocols.

By prioritizing user privacy, app marketers comply with regulations and foster trust and loyalty among users.

Additionally, app marketers should consider offering users more control over their data. Providing opt-out options, allowing users to manage their preferences, and allowing them to delete their data can empower users and strengthen their confidence in the app.

Moreover, marketers and developers should proactively address security vulnerabilities and promptly address any data breaches or incidents. By promptly notifying users about potential risks and taking immediate steps to rectify the situation, they can demonstrate their commitment to user privacy and security.

Conclusion on Mobile App Marketing Insights

As mobile app usage continues to rise, app marketers must stay updated with the latest trends and insights to develop effective marketing strategies.

Focusing on personalization and user engagement, leveraging influencer marketing and user-generated content, optimizing app store presence, embracing data-driven decision-making and AI, and implementing retargeting and remarketing techniques, will be a great start and way to success.

By staying ahead of the curve and adapting to the evolving mobile app ecosystem, app marketers can achieve better user acquisition, engagement, and long-term app success.

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