10 App Marketing Trends to Dominate Your Industry in 2017 and Beyond

April 30, 2017

10:30 am

App marketing is changing rapidly. Technological changes, marketing automation, a global shift towards the smartphones, and apps dominating the smartphone industry are changing the app industry in 2017 and beyond.

The following 10 app marketing trends are expected to dominate the industry in 2017 and will help you stay ahead of the competition.

1.  Focus on Retention

One of the biggest app marketing trends is none other than a significant increase in post-app advertising and remarketing to increase user engagement and retention.

Statistics show that as much as 95 percent of app users will be gone 90 days after downloading.

In 2016, the average investment on app retention was quite low.

However, brands are now focusing more on post-app marketing to make sure that people use the app after installing it.

Post-app ads, remarketing, reward programs, cross-sell, upsell, and email marketing are some of the techniques that app marketers will focus on for retention. This is where you should spend your app marketing budget this year.

2.  Media Consolidation

According to Apsalar, top 20 best media partners will capture over 80 percent of marketing spend in 2017. App marketers are focusing more on the quality of app installs than on the quantity.

Marketers and brands, therefore, are more interested in spending ad budget on partnering and featuring their apps on proven media partners irrespective of cost.

Get in touch with a top media in your industry today and partner with it.

3.  Apple Search Ads

Yes, search ads by Apple are the new thing in app marketing that is sure to dominate in 2017 and beyond.

Brands that are using Apple Search Ads are getting outstanding results. The average cost per tap stands at 50 cents while brands are paying $1 per app install. This is not just cheap but the conversion rate, according to Adweek, is around 50 percent.

You shouldn’t miss Apple search ads.

Apple search ads will get all the love from marketers and large and small apps in 2017.

4.  Focus on Conversion Optimization

App marketers are focusing on conversion optimization. Stats show that 78 percent of app marketers are more concerned about the quality of the installs.

This is referred as deeper conversion where marketers try to improve the quality of the install as well as the quantity of the installs.

This approach will be adopted by more brands and app marketers in 2017.

5.  Influencer marketing

Influencer marketing is the most cost-effective customer acquisition method.

This stands true for apps too. Marketing your app to the people who influence your target audience seems to be the best approach that app marketers will use more than ever in 2017.

The biggest challenge in influencer marketing is finding the right influencers. The cost associated with influencer marketing is nothing compared to the app awareness and quality of installs that you receive in return.

6.  App Store Optimization (ASO)

ASO is the process of improving the visibility of your app in the app store. Just as you do SEO for websites, you should do ASO for apps. ASO will take the app industry in 2017. Statistics show that 63 percent of iOS and 58 percent of android users find new apps by browsing apps in the store.

Whether you’re promoting your app on Google or Apple store, you cannot do it without ASO anymore. As of now, the two most crucial ranking factors are app title and keywords.

App Search Optimization is clearly one of the major trends where you should work for if you've to dominate your industry.

7.  Memory

It seems surprising, right?

It shouldn’t be.

According to a survey conducted by Google in October 2016, high memory consumption is the number one reason for app abandonment. Some 46 percent of smartphone users reported that they will stop using an app if it consumes a lot of memory.

Google calls it ‘dealbreaker’.

You should consider it the same way if you plan to dominate your industry. Before you do anything else, make sure your app isn’t consuming too much memory.

Who knows, Google might include it in their app store search algorithm one day?

8.  Personalized Onboarding

Personalized onboarding is expected to be used by a lot of apps in 2017, as predicted by Get Social. Some of the big apps like Clash of Clans, Beats, Evernote, and others have onboarding flows that keep the users hooked but most of the apps don’t have onboarding flows.

The idea is to personalize onboarding so that users get to know the real value of the app. Personalizing the onboarding experience should be your top priority in 2017.

9.  Platform-Agnostic Experience

Google and Apple are serious about reducing, rather removing, all the experience differences between apps and websites.

Android Instant Apps and Apple introducing Siri for the desktop are indications where the two giants are heading – towards a platform-agnostic experience that provides a continuous seamless experience to their users.

This is what Google and Apple will work on in 2017 and this is where you should invest your app marketing budget in the current year. Make the user experience your top priority by providing them with a smooth cross-platform experience.

10.  App Localization

With the introduction and use of ASO, app localization will dominate the app marketing in 2017. As of now, there aren’t many apps that are using app localization to rank better in-store search. Some 13 percent of apps are using localization.

Clash of Clans is one, among a few others.

There are several ways you can use app localization for marketing.

  1. Use app store localization to target different geographical regions. Build separate personalized local app pages for different regions. It boosts visibility and increases downloads.
  2. Localize push notifications to improve app retention and engagement.
  3. Localize support pages and make them available in different languages so that users can better understand and interact.
  4. Localize app content. This includes everything ranging from time, date, language, units, etc.


App marketing might be challenging but if you know what’s coming, where the trends are leading, and how to use the trends for your benefit, you’re in the game. Stick to these ten app marketing trends if you’re serious about dominating your industry in 2017 and several years to come.

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I started building apps in 2011 and my first app hit #8 under educational games. I started making a few hundred dollars a month, but had no idea what I was doing. Then in 2013 I decided to start a podcast so I could pick the brains of app creators that I admired including the co-founder of Shazam, Tapbots, Crossy Road, etc and that changed everything. Now I run an app PR agency,, where we’ve helped clients get featured by Apple, hit the #2 paid app overall, and get coverage on TechCrunch, Mashable, VentureBeat and other major publications. I also write about apps on my blog