Trends in Mobile Marketing to Keep an Eye on in 2023

By Luca Mastrorocco, Co-founder, REPLUG

In 2021, the mobile ecosystem saw a number of disruptions that have echoed throughout 2022. This global mobile ecosystem privacy riot left many questions unanswered. So, predicting how things will shape up in 2023 will take a lot of work. But that doesn’t make forecasting trends in mobile marketing any less entertaining.

To assist you in determining how to get the best out of your campaigns, let’s explore the mobile marketing trends and industry data for 2023 that are leading to industry changes.

Crucial statistics on trends in mobile marketing

Mobile strategies are an important component of a marketer’s toolbox. With over 95% of the world’s population on smartphones, marketers can reach audiences even when they are on the move.

Throughout these economically challenging times, companies may experience cash flow issues that prevent them from investing in paid advertising. However, let’s see an example below where mobile ad spend will continue to grow at high speed.

According to Insider Intelligence, the U.S. mobile ad market will hit $168.88 billion by the end of 2022, accounting for 67.9% of overall digital ad spend. Moreover, U.S. mobile ad spending will hit $247.68 billion by 2026. ATT — and other factors — will not keep advertisers from investing in mobile ads. In fact, mobile will continue to grow much faster than desktop by the end of 2022, at 13.8% versus 8.1%. With that in mind, let’s explore a few mobile marketing trends as you prepare your campaigns for 2023 and beyond.

1. Increase in visual search

Visual search will have an impact on mobile marketing trends. For example, such users are 50% more likely to be motivated to make a purchasing decision, according to a National Research Group study.

The study also found that 7 in 10 Gen Zers now use shoppable feeds (for example, Instagram) to learn more about companies. There is a potential for Visual Search to provide brands with a perpetual cycle between purchasing and sharing.

Furthermore, the research revealed a high level of customer interest in visual search as an exploration vehicle, with a willingness to use the tool as a cause for offline and online experiences.

2. Mobile app integration

According to a recent survey, two-thirds of customers combine physical and digital shopping during the festive season by using retailers’ smartphone apps.

Integrating mobile apps with an in-person shopping experience is a win-win situation for shoppers and retailers alike. In other words, retailers can push traffic to their physical and online stores with the help of an app. In fact, the second most common digital activity customers engage in when buying in-store is visiting a retailer’s app or website. In addition, embracing mobile experiences in physical shops makes purchasing a more enjoyable experience for customers, increasing their likelihood of returning.

In addition to app statistics and performance, marketers should remember customers’ most popular digital activities while shopping. It will be crucial to rely on targeted strategies to display tempting offers to attract high-value customers into retail locations where they are more likely to buy something. Moreover, investing in ads that can provide location awareness as drivers navigate through offerings or display intriguing offers — can successfully direct traffic to your store.

3. Social networking with video

TikTok’s rise is one of the vital trends in mobile marketing for 2023. In 2021, the video-focused social media platform grew by 75%, with over one billion monthly visitors.

Marketers and competitors have taken notice of TikTok’s rapid rise in popularity. As evidenced by the hashtag #TikTokMadeMeBuyIt — viewed over 8 billion times — which has led to a plethora of items going viral on the channel.

Now, brands are dedicating a significant portion of their campaign budgets to TikTok content. Instagram, too, has a similar option called Reels that allows users to share short videos.

TikTok Spark ads are one of the most prevalent trends in mobile marketing and will continue into 2023.

Mobile marketing advice for 2023

Understanding trends and market opportunities are crucial to preparing a well-rounded strategy for the new year. However, we would like to add a few actionable steps while designing your mobile app growth strategy for 2023. 

Focus on a holistic approach

Marketers need to consider product and technology when creating the right strategy. Understanding how each app element contributes to the overall growth becomes essential in drafting a growth strategy. We have worked on the Growth Rocket Model to help marketers define the right app marketing strategy.

Rethink your performance marketing strategy

2022 has been a year of transition where all of us should have gotten more used to the new normal — post-pandemic, post-IDFA.

In 2023, we need to interpret our data better. So it’s essential to consider all app growth activities that can improve your chances of success. From app store optimization to onboarding optimization, everything plays a crucial role. Those who insist on doing performance marketing like it is still 2019 will have no hope of success.

Conclusion on trends in mobile marketing

There’s a lot to look forward to regarding trends in mobile marketing as we enter what will unquestionably be a year of crucial changes in the digital and mobile marketing field.

As you anxiously await news of how the mobile ad ecosystem will change in 2023, remember that we’re all in this together. Leading industry players are working tirelessly to ensure that our ecosystem keeps reinventing itself — and even thriving — in such turbulent times.

Luca is an AdTech veteran with over ten years of experience in the digital and mobile industry. In 2020, he co-founded REPLUG, an award-winning international mobile app marketing consulting agency.