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8 App Marketing Trends for 2023: experts’ opinions

Julia Suliagina
Julia Suliagina
Julia Suliagina
Julia Suliagina
is@asodesk.com
Asodesk Content Manager. She writes newsletters and articles in blog. Make all complex topics in ASO easy and interesting.
All articles by author
Published: 14.03.2023
Updated: 17.04.2023
12 min read

If you want to create an app promotion strategy that outperforms competitors in 2023, it’s crucial to consider current market trends.

We have compiled insights on app marketing trends for 2023, sourced from industry experts including Thomas Petit, Lorenzo Rossi (REPLUG), Ramazan Tugay Kahraman (Phiture), Johannes von Cramon, Ryan Thorpe (Reflectly ApS), Hagar Seri (Moburst), Alice Miur (Phiture), and Artiom Tkaczuk (Onde.App).

On February 2, 2023, we held a webinar where top experts predicted app marketing trends and shared exclusive app growth strategies. You can access the recording of the webinar with this link. Based on the webinar and the opinions of other well-known experts, we highlighted the most important trends in app promotion for 2023.

Contents

1. AI will play a more significant role in app marketing in 2023
2. It is worth investing your budget in Apple channels and TikTok in 2023
3. Use a holistic approach: all channels should work together
4. Working on user experience is the key to success in 2023
5. Custom Product Pages and other tools for personalization is the key to success in 2023
6. ASO is becoming an even more important channel for app promotion
7. SKAdNetwork will be much more complex than before
8. Converting free users to paid users may become more difficult
Takeaway on the main app marketing trends for 2023

1. AI will play a more significant role in app marketing in 2023

AI will play a more significant role in app marketing in 2023

Artificial intelligence (AI) has been a key trend over the last few months, and it will become even more popular in 2023. App professionals have already started using AI for their app promotion and ASO. AI tools help to conduct textual and visual optimization, write texts, and create banners for ad campaigns.

Thomas Petit, independent growth advisor for consumer mobile apps

AI will not change how we operate this year significantly. Nonetheless, exploring AI can be intriguing at present. In the medium term, AI will play a distinct role in shaping marketing and the content produced by developers.

Johannes von Cramon, App Marketing Consultant

We would like to see more third-party tools and features that leverage AI to make keyword research, copywriting, image/video creation, and review management easier and more efficient. AI might be slightly overhyped, but VCs will spend aggressively on it to hit that one outlier.

Ryan Thorpe, Reflectly ApS, CMO

AI can replace certain skill sets and positions to speed up the production of content, imagery, and graphics, but it still needs a human to add that extra 10–20% of required quality. Certain departments may experience a reduction in headcount, which can assist apps in surviving and competing in the profitability race in 2023.

Artiom Tkaczuk, ASO manager at Onde.App

When it comes to optimization on Google Play — AI tools for full descriptions will be widely used and employed in ASO processes.

Hagar Seri, Moburst, Head of ASO and Mobile CRO

While AI shows promise in automating many ASO processes, it’s still far from replacing the human touch. It can be useful in generating lengthy descriptions, but AI struggles to craft compelling, optimized titles and subtitles, requiring the expertise of an analytical and creative mind.

Moreover, AI is prone to making confident yet obvious errors, highlighting the need for human intervention. Despite its limitations, there’s no denying that AI can be a valuable assistant for those who leverage it correctly. Finding the right balance between AI automation and human expertise is the key to success.

2. It is worth investing your budget in Apple channels and TikTok in 2023

It is worth investing your budget in Apple channels and TikTok in 2023

Experts highlighted that Apple’s channels and TikTok are the most promising channels for app promotion in 2023.

Thomas Petit, independent growth advisor for consumer mobile apps

From the macro perspective, it will be good to invest your budget in Apple’s channels in 2023, as Apple’s own network wasn’t affected by ATT. Apple has the highest growth post-ATT, although very competitive, and due to the nature of inventory, it is harder to scale than paid social or ad networks.

TikTok has adjusted to SKAdNetwork faster than other networks, which is why TikTok has gained a bigger market share in the meantime.

Ryan Thorpe, Reflectly ApS, CMO

I advise app publishers to scale organic content in TikTok content and build content output in-house in 2023. 

TikTok is the platform where you can get the most attention for the lowest price. You need to learn what makes TikTok work and how to leverage its algorithm in your favor. Creating 100s of pieces of content as quickly as possible will be what separates you from the competition.

3. Use a holistic approach: all channels should work together

Use a holistic approach: all channels should work together

In 2023, relying solely on ASO or paid advertising is insufficient for promoting apps. With each passing year, app promotion is getting more challenging, necessitating the use of multiple strategies and collaboration with various teams within your company to attain optimal app growth.

Lorenzo Rossi, co-founder of REPLUG

It is now becoming difficult to work on Paid UA due to several factors:

  • Tracking limitations
  • Increasing competition
  • Spending inefficiency

The best way to succeed is to start rethinking the whole process and take a more holistic approach. This means that there is no longer only paid UA. You cannot rely only on Performance marketing and Paid User Acquisition, but you need to consider App Growth in general.

Read how to form a winning UA strategy for 2023 using a holistic approach in our article.

Thomas Petit, independent growth advisor for consumer mobile apps

In 2023 it is not enough to concentrate only on Paid UA to grow your app. You should also focus on onboarding, monetization, and personalization.

4. Working on user experience is the key to success in 2023

Google implemented a feature to filter reviews and ratings for different types of devices

In September 2022, Google implemented a feature to filter reviews and ratings for different types of devices. That is why it is now even more important to work on users’ experience with different devices. Even a small problem on some devices can lead to a rating drop.

Hagar Seri, Moburst, Head of ASO and Mobile CRO

In 2023, the Google Play Store will emphasize app quality over quantity. By introducing a new rating system and bad behavior threshold, high crash rates and low ratings will significantly impact app visibility. 

As a result, developers and marketers must prioritize product quality and user experience to succeed in the highly competitive app market. Improving product quality increases app visibility and retention rates, making it a crucial factor in achieving long-term success.

Johannes von Cramon, App Marketing Consultant

In 2023, I recommend spending more time on boosting ratings and quality than excessive keyword iteration or screenshot A/B testing. Ratings are crucial for conversion rate and search visibility. Integrate review APIs, test different triggers, optimize activation towards them, and engage with unhappy users within the app stores.

5. Custom Product Pages and other tools for personalization is the key to success in 2023

Custom Product Pages and other tools for personalization is the key to success in 2023

Experts mentioned that different tools for personalizing your app page could help your app succeed in 2023. They advise marketers to use the Custom Product Pages on the App Store and Custom Store Listing on Google Play to create up to 50 separate pages for different ad campaigns for your app.

Johannes von Cramon, App Marketing Consultant

Personalization is key to success in ASO/UA, and developers should use features like Custom Product Pages, In-App Events, deep links to customized onboardings, web acquisition flows, and algorithmic creative delivery on Facebook/Instagram.

Marketers have more tools to provide relevant information to users based on their demographics, search queries, and behavior. Apps that can leverage this data will have a huge advantage in reach, CR/ROAS, and brand perception.

Ramazan Tugay Kahraman, Senior KWO Specialist from Phiture

Redirecting users to personalized Custom Product Pages (CPP) and Custom Store Listings (CLS) from personalized ads and web pages may be the new trend. CPPs and CSLs will be implemented by more developers. In addition, CPPs and CSLs will be combined with various marketing funnels.

Artiom Tkaczuk, ASO manager at Onde.App

I think textual ASO will continue shrinking and other Store Optimization techniques will gain importance. Customer Product Pages, In-App Events, and Graphics Optimization are today’s key ASO pillars.

Hagar Seri, Moburst, Head of ASO and Mobile CRO

Due to their proven results, app developers and marketers increasingly adopt Custom Product Pages (CPP) and Custom Store Listings (CSL). With these features, developers and marketers can tailor text and creative metadata to different audiences, significantly boosting app downloads and improving user engagement. 

The success of these features has demonstrated their value, and it is anticipated that the demand for them will continue growing in 2023. Integrating them with new platforms will simplify their implementation for developers and marketers, facilitating the enhancement of their apps’ visibility and user engagement.

6. ASO is becoming an even more important channel for app promotion

ASO is becoming an even more important channel for app promotion

Since 2021, Apple developers have been obligated to ask their users permission to get access their device’s advertising ID. This privacy limitation makes it difficult to promote your app through ad networks, so app developers also need to work on ASO to attract organic installs for their apps. In 2023, the importance of third-party app stores will also grow.

Ryan Thorpe, Reflectly ApS, CMO

Due to the decreasing effectiveness of ad platforms and the rising cost of capital, app promotion is expected to return to its fundamental principles. Many apps may benefit from discontinuing ads and focusing on their organic placement in app stores. This approach will reveal the true value of their apps, which may have been obscured in the past by ad spend metrics.

ASO will become even more important as organic ranking is pivotal to apps surviving this downturn in current marketing economics.

Ramazan Tugay Kahraman, Senior KWO Specialist from Phiture

Allowing third-party app stores may entail new planning for ASO. Alternative app stores for iOS that are open to users and focused on various niches can be game changers. Currently, it is very difficult to publish crypto and NFT apps on iOS. 

By allowing third-party stores, Apple could pave the way for new crypto and NFT stores for iOS users. ASO experts should start working on third-party stores now.

With Asodesk tools you can perform full-cycle App Store Optimization to improve your app visibility and increase organic traffic.

7. SKAdNetwork will be much more complex than before

The following diagram shows the path of an ad impression that wins ad attribution
The following diagram shows the path of an ad impression that wins ad attribution.
Source: developer.apple.com

Apple released SKAdNetwork 4.0 in October 2022. With this tool, app developers can get more data on their advertisement results. It now provides additional information on app performance with hierarchical source identifiers, coarse conversion values, and multiple conversions.

Thomas Petit, independent growth advisor for consumer mobile apps

I believe the transition period from now to the end of the year will be quite painful. SKAdNetwork will be much more complex than before. 

SKAdNetwork adds new functionality, which is great, but also more complexity with several postback windows, and several conversion formats depending on the volume (crowd anonymity). This means that SKAdNetwork 4 is slower and may have a parallel with SKAdNetwork 3 for a while.

Johannes von Cramon, App Marketing Consultant

SKAdNetwork 4.0 and the new coarse-grained CVs, new crowd anonymity tiers, and additional source identifiers will be a big (and necessary) step forward, especially for smaller advertisers who are still very hesitant to spend on iOS because you have to invest so much money before you can decide if a channel is working. 

It will be interesting to see if Google ACs will finally leverage SKAN data and how they will develop their Privacy Sandbox frameworks.

8. Converting free users to paid users may become more difficult

Converting free users to paid users may become more difficult

In Q4 of 2022, iOS subscription prices increased for most apps in the mobile market. According to the World Bank, the global economy is very close to a recession now. That is why persuading free users to subscribe in your app may become more difficult.

Alice Muir, Senior Growth Consultant in Phiture

Due to the recession, users will be keeping an extra eye on their bank accounts to understand what their money is spent on monthly.

On top of that, a report from Adapty published in Q4 last year also suggested that the average iOS subscription price has grown by 36.5%.

iOS subscription price is growing by 36.5%
Growth subscription prices according to Adapty.
Source: adapty.io

Between January 2021 and January 2022, the annual subscription price increased by 33%, while the monthly price has grown by 40%. 

We have this perfect storm of the recession looming, but of course, prices have increased as well. Getting users to convert to paid might be a more complex sale than in previous years. 

However, it is not all doom and gloom, and according to Data.Ai’s “State of the mobile 2022” paper, consumer spending on gaming apps continued to grow in 2022.

According to Data.Ai’s “State of the mobile 2022” paper, consumer spending on gaming apps continued to grow in 2022
Apps Consumer Spend Growth in the USA.
Source: data.ai

Read how to build the best Subscription Optimization strategy for your app for 2023 in our article.

Takeaway on the main app marketing trends for 2023

1. It is now more difficult to achieve all your goals only with Paid UA due to tracking limitations and increasing competition. You should work on ASO, UA, and Retention together. This holistic approach will help you to achieve the best results in 2023. 

2. AI tools will help you automate and speed up writing texts and creating visuals for your app marketing campaigns in 2023. With AI tools, you can also make titles, subtitles, descriptions, icons, and screenshots for your app pages. However, the human touch is still needed.

3. The importance of user experience for Android apps increases due to changes in the rating system. You should ensure your app works correctly on different app devices, as it influences your app visibility and conversion to download rate. 

4. In 2023, utilizing Customer Product Pages and Custom Store Listings is crucial for achieving a competitive edge and enhancing the efficacy of your ad campaigns.

5. Because of the economic recession, converting free users to paid subscribers may become more difficult. That is why app developers need to work on their in-app subscription optimization strategies

We hope that these expert opinions will help you to build the best app marketing strategy for 2023. Subscribe to our newsletter to get ASO news digests and insightful articles on ASO, app promotion, and app review management.

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Julia Suliagina
Julia Suliagina
Julia Suliagina
Julia Suliagina
is@asodesk.com
Asodesk Content Manager. She writes newsletters and articles in blog. Make all complex topics in ASO easy and interesting.
All articles by author
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Julia Suliagina
Julia Suliagina
Julia Suliagina
Julia Suliagina
is@asodesk.com
Asodesk Content Manager. She writes newsletters and articles in blog. Make all complex topics in ASO easy and interesting.
All articles by author
14.03.2023
12 min read

8 App Marketing Trends for 2023: experts’ opinions

If you would like to create an app promotion strategy that outperforms competitors in 2023, it’s crucial to consider current market trends. We have compiled insights on app marketing trends for 2023, sourced from industry experts including Thomas Petit, Lorenzo Rossi (REPLUG), Johannes von Cramon, and Ryan Thorpe (Reflectly ApS). Read more