The end of 2022 has arrived, and you're planning your 2023 mobile game marketing strategy. Because we are marketers, we must begin making grandiose statements about the upcoming year and how to make 2023 the best year yet. Let us assume that the mobile landscape is still in a constant state of flux. As there are more apps than ever before, competition is fierce. AND there is a recession, so assume that this will make your job even more difficult.
But don't let the doom consume you! All of this lays the groundwork for creativity and innovation. Here are a few of our expert tips to help you kickstart your mobile game marketing strategy for 2023.
Track game app category and competitor trends
Not sure where to start? Examine what your category's competitors are doing. Is the design of other apps in the same genre/category consistent? Take note of some of the similarities you notice and consider whether there is anything you can do differently to stand out while remaining on brand for the category. This will highlight your distinct differentiator.
Optimize Your Contextual Funnel
You know you should optimize every stage of this traffic funnel, or you'll be out of work because your game isn't profitable.
However, in 2023, this funnel is no longer a single funnel. Users are not an amorphous mass with the same needs and paths. By optimizing only one funnel, you are inherently losing users because you are only guiding them through one message.
You must segment your users into an audience if you cannot identify individual users and rely on your ad network to do all of the targeting legwork. And you must truly understand those audiences too and tailor your creatives and messages to them at every stage. Platforms (Google and Apple) are doing more to support this by providing Custom Product Pages and Custom Store Listings. They've realized that if you have to use the same messages and creatives for everyone, you won't be able to convert them effectively.
Understanding where users are coming from, what their motivation is at the time of arrival, what's driving them to play, how to design creatives that speak to those motivations, and how to design events and down-funnel messages that will catch them at the right moment are all part of optimizing contextual funnels.
However, this extra effort is critical to see a meaningful impact rather than chasing tiny, temporary performance boosts that aren't replicated later.
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Create Your Media Mix Model
You must use media mix modeling to get the most out of your mobile game marketing efforts (MMM).
If you're unfamiliar with the term, media mix modeling, also known as marketing mix modeling, is a data analysis technique that allows app marketers to measure the impact of specific advertising campaigns and harder-to-measure efforts, as well as determine which elements contributed to the success.
With this information, app marketers can more effectively optimize their mobile game marketing campaigns and avoid wasting time and ad dollars on losing strategies. And theycano take over the world.
Why is MMM so crucial in 2023? Apple and Google's newfound commitment to user privacy, like everything else you've heard for nearly two years, has changed the game. Look, attribution has always been a challenge for anyone who isn't a UA manager - how do you confidently attribute users who don't have a tracker? (You already know our methods, but read one of our other posts about organic attribution/influencer methodology/tv ads, etc.) It just became a LOT more important when UA tracking became more complicated.
Make an Attempt at TikTok Marketing
Social media has always been an effective method of app marketing. However, Facebook has been hard hit by measurement changes, and investing your entire budget is both costly and risky.
TikTok has grown by leaps and bounds in recent years. It now has over one billion users in 150+ countries worldwide. If your game is aimed at people aged 13 to 60, you can find your target audience here.
The key to success on TikTok is to make your content look like content rather than a collection of ads. Consider running giveaways, sponsoring stunts, creating music videos and skits, and showing off a few fancy dance moves—all while promoting your game(s).
Working with influencers who create entertaining content for a living is one of the best (and easiest!) ways to accomplish this. However, this will necessitate additional funding and is not the only option.
Examine the App Store and/or Google Play Indexing Procedures
Keywords are indexed differently in Google Play and Apple's App Store. Your app could rank for hundreds, if not thousands, of keywords at the same time. It's critical to understand how each app store indexes keyword phrases differently. Both stores, however, use keywords to determine your relevance, so make sure your keyword strategy is relevant to your app.
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Use CPPs For Better Measurement
Most app marketers regard CPPs as purely creative. CPPs can be used to combat the loss of privacy data as well.
You may be wondering how this works.
You can, however, track the performance of each CPP. You can also include a CPP in a specific campaign. WHICH MEANS that the performance of that CPP is the same as the performance of that campaign/campaign cluster. You still need to be smart about this because you only have 35 CPPs and can't put a unique one on every single campaign, but when done correctly, this is a powerful hack for accurate ROI measurement.Related Reading:How To Drive User Acquisition By Optimizing Your App Store Product Page?