App Marketing & App Store Optimization Trends for 2023 that You Need to Be Aware Of

The app market is constantly changing and evolving, with new trends emerging every year and old ones fading away. While the economic climate in 2023 may be challenging for many businesses, the app industry should not be discouraged. There is still potential for your app's success, and by keeping an eye on the following trends, you can increase your chances of success.
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AppDNA prepared the list of things in app marketing for 2023 that you should be aware of:

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• A/B testing is more important than ever
• Making data-driven decisions.
• Personalize the user journey to improve user experience.
• Utilize new Apple Ads placements to increase visibility and reach.
• Use video-driven app store listings on Google Play to capture users' attention.
• Leverage micro-influencers and user-generated content to help acquire new users.
• Be aware of changing user behavior due to economic instability and adjust accordingly.

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The new year brings excitement for fresh growth opportunities, but there are also ongoing trends from the previous year that will continue to impact app marketing in 2023. Here are some key trends to watch out for.

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ASO as a key to successful and effective app marketing

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In the fast-paced world of mobile apps, keeping up with the latest trends and changes can be a challenge. However, one trend that has remained consistent over the last few years is the importance of App Store Optimization (ASO) as the foundation for successful app growth. In 2023, ASO will continue to be crucial for app marketers, so it's a must to focus on the following basic optimizations:

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• Metadata optimization
• Creatives optimization
• App localization 

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At the same time, app stores provide app marketers with new capabilities like:

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• Custom Product Pages
• In-app Events
• Custom Store Listings
• LiveOps

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Creating a successful App Store Optimization Strategy must consist of all the things listed above and be implemented in the proper way. At the same time, it’s important to remember that you should avoid implementing an ASO strategy in your app. Here you can download our ebook that helps you implement a good ASO strategy for your app in 2023.

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Paid User Acquisition works together with ASO

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In order to acquire a loyal and diverse customer base, app marketers need to focus on both organic and paid acquisition methods. Effective paid acquisition channels are typically built on a foundation of well-optimized app store listings, as people will often visit an app's product page before deciding whether to download it. By ensuring that your app store listing is optimized, you can maintain a steady flow of high-quality users from various channels.

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At the same time, paid user acquisition can help boost the power of your app, leading to improved keyword rankings and more organic installs. By using the right tools to monitor your ASO and Ads, you can gain a better understanding of how the app store boosts your app in comparison with discovery campaigns. Overall, focusing on both organic and paid acquisition, along with a strong ASO foundation, is crucial for success in the app market.

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We recently wrote an article about combining ASO with paid user acquisition and it’s available on our blog.

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App Marketing Trends In 2023 That You Need To Be Aware Of

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A/B testing is more important than ever in 2023

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As competition for app downloads continues to grow, app marketers will need to utilize A/B testing to determine the most effective strategies for engaging their target audience. Native A/B testing features such as Apple's Product Page Optimization and Google's Store Listing Experiments can provide valuable insight and help guide marketing decisions. As technology continues to evolve, new ways to track and analyze data will become available, providing marketers with even more opportunities to optimize their campaigns. Those who are able to effectively utilize A/B testing will have a significant advantage over their competitors. If you are not currently using A/B testing, now is the time to start. In 2023, the use of A/B testing will be even more crucial for app marketers looking to succeed in a highly competitive marketplace.

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Making data-driven decisions.

In 2023, data-driven marketing and app store optimization (ASO) strategies will be essential for success in the app market. With the increasing number of apps available, the competition for user attention and engagement is more intense than ever. To stand out in this crowded market, app developers and marketers must be able to make informed decisions based on data.

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The availability of data and the tools for collecting and analyzing it are rapidly improving. App developers and marketers who are able to effectively use this data will have a significant advantage over their competitors. By making data-driven decisions, they can improve their app's visibility, increase user engagement, and ultimately drive more downloads and revenue. As the app market continues to evolve, the ability to use data effectively will become increasingly important for achieving success.

Using the right tool for your app marketing analysis and data-driven decisions is extremely important. Make sure you choose reliable app data partner - at AppDNA as a data-driven app growth agency we have our own mobile data warehouse and we constantly analyzing apps to help our clients manage their app with data. Those who master data-driven decision-making will be well-positioned to succeed in the app industry of 2023 and beyond.

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Personalize the user journey to improve user experience.

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In 2023, we can expect to see a significant increase in personalized app marketing and ASO campaigns. This means that app marketers will focus on delivering tailored experiences to their target audiences based on their unique needs and interests. With the help of features such as Apple's Custom Product Pages and Google's Custom Store Listings, app marketers can create more targeted and personalized experiences for their users.

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To successfully implement personalized app marketing and ASO campaigns in 2023, app marketers should research their target audience, categorize them, and optimize their custom pages accordingly. Some key points to consider when creating personalized store listings include clustering keywords, optimizing creatives to reflect the specific needs of different target audiences, and using custom links for external traffic. By delivering a highly personalized mobile user experience, app marketers can acquire the right users, increase engagement, and improve conversions and retention rates. Ultimately, the more app marketers know about their target audience, the better they will be able to personalize the user journey.

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Changes in Apple App Store

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Apple continues to evolve, and so do App Store trends. Here are some key trends to watch out for in 2023:

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1. Personalized app experiences: Apple collects data on user preferences, and app marketers can expect to see more opportunities for targeted campaigns in 2023. There is also speculation that Apple may introduce personalized in-app experiences, which could significantly impact the industry.

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2. Quality over quantity: With over two million apps in the App Store, it can be difficult for users to find the best ones. As a result, Apple may place a greater emphasis on quality over quantity, featuring only the highest-quality apps in the store. As an app marketer, it's important to focus on providing a stable, well-reviewed app to ensure it stands out in the crowded marketplace.
3. Adapting to new Apple standards: As new Apple products are released, app store guidelines and requirements may change. For example, it is currently optional to include iPhone 14 screenshots in your app store listing, but this may become mandatory in 2023 as more people adopt the new device. By staying up-to-date with the latest standards and incorporating them into your app store listing, you can ensure that your app is well-positioned to capture new users.

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Apple's new placements

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• Today Tab can help reach users on the front page of the App Store when they first come to the App Store to discover apps.
• Product Pages can help reach users when they're browsing apps. This ad appears at the top of You Might Also Like list to users who have scrolled to the bottom of relevant product pages. 

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In 2023, app marketers will have new opportunities to acquire users through different ad placements across the App Store. To take full advantage of these changes, app marketers should focus on personalizing and measuring these channels, and then analyzing the impact on the user experience. By doing so, app marketers can gain valuable insights and optimize their campaigns to maximize their effectiveness. By adapting to these changes, app marketers can stay ahead of the curve and continue to drive growth for their apps.

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Pricing expansion in Apple App Store

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In 2022 Apple announced the most significant upgrade to their pricing capabilities since the App Store's first launch. This upgrade is already available for auto-renewable subscription apps, and for all other apps and in-app purchases, it will be available from spring 2023. So, take advantage of new pricing possibilities in Apple App Store to adjust your app growth and monetization strategy in 2023.

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Changes in Google Play Store Store

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In 2023, app marketers and developers can expect to see new changes to the Google Play Store as the platform continues to evolve. One significant change to be aware of is the new attribution model for Google App Campaigns. Since the end of 2022, Google Play has made the attribution process more transparent and updated its store performance reports. This means that traffic from Google App Campaigns is now attributed under Third-Party Referrer, rather than Search and Explore Traffic. This change will make it easier for app marketers who use Google App Campaigns to see the effectiveness of their app store optimization efforts. By staying up-to-date with these changes, app marketers can continue to drive growth and success for their apps on the Google Play Store.

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Use video-driven app store listings on Google Play to capture users' attention.

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The recent rollout of Google's Play Store Web Experience may signal a shift towards a greater emphasis on feature graphics and videos in app search displays. For app marketers, this means being prepared to quickly adapt to potential changes in the Play Store and providing high-quality, attention-grabbing videos and feature graphics. As the mobile experience continues to evolve, staying on top of new developments and incorporating them into your app marketing strategy will be essential for success. By being proactive and staying ahead of the curve, app marketers can ensure that their apps remain visible and competitive in a crowded market.

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Leverage micro-influencers and user-generated content to help acquire new users.

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In 2023, app marketers can expect to see continued growth and development in the use of social media for user acquisition. Here are some trends to keep an eye on:

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1. The importance of micro-influencers: Influencers with smaller follower counts (usually between 1,000 and 100,000) and highly engaged audiences will become increasingly important for app marketers looking to reach specific niches and target audiences.

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2. The value of user-generated content: User-generated content (UGC) such as reviews, ratings, and testimonials will continue to be a powerful marketing tool in 2023. By using UGC, app marketers can build trust and credibility with potential users and drive organic growth.

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3. The dominance of video content: Video remains one of the most engaging forms of content on social media, and its importance is likely to continue in 2023. App marketers should consider incorporating video into their social media strategy and focusing on platforms with strong video-based content, such as TikTok.

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By keeping these trends in mind and adjusting their social media strategies accordingly, app marketers can effectively reach and engage their target audiences on social media.

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Be aware of changing user behavior due to economic instability and adjust accordingly.

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In 2023, app developers and marketers will need to be mindful of the potential impact of global economic instability on their businesses. If your app uses a subscription-based monetization model, it is important to include crisis scenarios in your overall marketing strategy and be prepared to adapt if necessary. One approach that may become more popular in this context is "value-based marketing," which focuses on providing users with tangible benefits in exchange for their purchase. This could include offering discounts, bonus content, or making your app more affordable.

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It's also important to remember that retention is typically less costly and time-consuming than user acquisition. By focusing on retaining existing customers, app developers and marketers can help ensure the stability of their business even during a global economic downturn. By anticipating potential challenges and being prepared to adapt, app businesses can navigate uncertain times and continue to thrive in 2023.

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Summary of app marketing and ASO trends 2023

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The app industry is a constantly evolving space, and it can be difficult to predict exactly what the future holds. However, some key trends are emerging for 2023.

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To conclude all the above, app marketing and ASO trends in 2023 will be around the following topics:

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• Paid UA should be built on top of strong ASO Strategy
• App Business decisions based on data will have a significant advantage
• Feature graphics and videos might become the forefront of search in the Play Store
• A/B testing will become even more critical than ever with PPO and Store Listing Experiments
• Economic instability will lead to adapting new app marketing approaches.
• Remember that whatever strategy you choose to grow your app in 2023, your ultimate goal has to provide value to your users. If you can do that, you'll be in an excellent position to succeed even in tough economic times.
• Personalized user journeys should be included in app marketing strategies
• Strongly designed user onboarding and FTUX.
• Apple's Today Tab and Product Pages will change the user experience in App Store, measuring these channels will be important

If you want to start 2023 on the right foot, it's a good idea to begin with a thorough audit of your app marketing efforts. This will allow you to assess your current situation, learn from the successes and challenges of the previous year, and set a clear path for growth in the coming year. Scheduling a call to discuss your app marketing audit can help you get started on the right track. Read more about app growth audit.

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