The 2020 pandemic has definitely crashed markets globally. But it is contradictory here. Moreover, the app store has changed dynamically; therefore, there is much to do with mobile app marketing. The app ecosystem grows at an exponential rate, and developers continue to compete for greater downloads. ASO continues to change, similar to the previous technological shift.
New Device And Operating System
Each year Google and Apple come with a newer version of their OS. At the same time, the company never hesitates to chalk our their latest models. Apple's iPhone 12 series and Google's Pixel 5 have definitely brought a rise in revenue.
Therefore, app developers need to keep up with the trend so that apps work well on each new device and OS. Developers have access to beta builds and emulators for testing their apps. This ensures that they function appropriately. However, there are many things to think about. Considering the latest release, it is important to look to the future, therefore, here are the benefits of app store optimization
Apple is finding more ways than before to display apps on its platform. Multiple featured lists, Search Ads and expanded categories are some common areas. The latest additions include Apple Arcade that has opened opportunities for developers to work with the company and reach greater heights.
Wherever the user finds app, either through keyword search, the Today tab or related content list, conversion optimization is compulsory. The improved visibility is of no use if users don’t go for it.
Paid marketing is the most common way to generate revenue. This is essential for those developers trying to compete in the app stores. In fact, paid marketing allows marketers to drive traffic to an app by placing it before the users at the relevant search time. In simple words, it like bidding for the top position in the search result.
The improved visibility from paid networks allows you to index keywords at a faster rate. Any clicks and downloads generate organic growth and indexation; as a result, it contributes new downloads even when users may not have access to the advertisement. Sadly those who fail to invest may fall behind putting them away from their competitors.
2) Robust Reporting
2021 has made ASO more complex. Access to data is being difficult day by day, and marketing channels are growing. There are search rankings, paid campaigns, crash rates, user reviews and other dimensions; therefore, it's being increasingly significant to strategize everything.
Change in Apple's IDFA policy has switched the validation of ASO strategy. It's no longer simple like numbersof installs. Keeping up with the latest advancement is vital these days. One needs to connect different pieces of marketing strategy to understand the app's performance. The multiple aspects of ASO have impacts on conversion rates and the organic footprint.
There have been several changes across the app ecosystem. App marketers should optimize their apps for conversion, invest in paid marketing and have robust reporting tools. The new IDFA rules will change the attribution tracking work; therefore, it's necessary to be prepared for the significant adjustment.