The biggest app marketing trends in 2023 (and how to implement them)
This year, we’re facing a global economic slowdown, so you might be asking yourself:
How do I drive positive ROI for my app in 2023?
Below are the top trends and recommendations based on insights from senior leaders in app ecosystem, as well as data from over 83 billion app installs (source: AppsFlyer).
Trend #1: The Economic downturn
In 2022, there was a 5% decrease in ad spend Year over Year, compared to a 40% surge in user acquisition spending in 2021.
Recommendation: Instead of a “growth at all costs” mindset, prioritize profitability.
That means:
- Planning activities that have the highest impact on your bottom line
- Diversifying channels to expand your reach
- Focusing on re-engaging existing users through push notifications, email, and in-app messages.
The app marketing industry is marching away from individual-based marketing towards aggregate marketing, which leads into the second trend.
#2: Privacy is here to stay
As we dive deeper into the privacy-driven landscape — led by Apple’s ATT — having a foundation in place will help you make the most of these times.
Recommendation:
1. Test and iterate within the current privacy-centric framework
2. Adopt a Single Source of Truth for all of your data sources
3. Consider alternative measurement methods, like Marketing Mix Modelling and Incrementality, as well as last-click attribution.
With the privacy tidal wave, you might be asking yourself, is the IDFA dead?”
The answer is no.
In fact, 26% of users opted into IDFA, up from 10% in 2021. So, if you haven’t already, implement an ATT prompt for user consent and apply that data for modeling, optimizing, and benchmarking.
Over the last year, customer experience has become a top priority for brands, leading into the third trend.
Trend #3: Putting the customer first
This makes sense, especially when acquiring a new user is at least 5X more expensive than retaining an existing one.
Recommendation: Prioritize your CX to retain your current user base.
You can do this by:
- Mapping out the user journey
- Uncovering pain points causing drop-offs
- And adding touch points where needed
This past year, there was shift in the channel split for marketers making, leading into the fourth trend.
Trend #4: channel diversification
Brands that diversified generally saw more installs, more user purchases, higher retention rates, and better customer lifetime value.
Recommendation: Expand your reach and meet users where they are.
This year, try working with micro-influencers, content creators, TikTok ads, and Connected TV (CTV) — even if it means stepping outside of your comfort zone.
For more insights and recommendations, check out the full report on Driving ROI through the storm.
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