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Deep-linking Delights

Mobile Marketing

Florence Broder, community and localisation manager at AppsFlyer, offers three reasons why app marketers should consider deep-linking

Florence betterMobile marketers might not always realise it, but they are actually in the routing business. When users click on an ad, they expect to arrive at the right 'next step'. If the user does not have the app, they expect to be taken to the correct app store for their device. If they already have the app installed, they expect to be taken to the right screen.

Routing users to the optimal “next step” is essential for growing your user base, as well as retaining existing users. But how can marketers manage each of these customer journeys with a single link? With deep-linking.

Deep-linking ensures that users reach their intended destination. If they don’t have the app installed, you’ll want to direct them to the App Store if they are using an iPad or iPhone, or to Google Play if they’re using an Android device. Sending the user to the wrong app store will frustrate your users, and lower your conversions. While this example may be a no-brainer, let’s dig into the three top reasons why you need to use a deep-linking solution.

Continuity
When it comes to creating mobile ads, everyone knows that investing in the ad’s look and feel is incredibly important. By designing an ad that is similar to the product, in terms of look and feel, the user can comfortably continue their journey in the app itself. It is similarly critical that marketers connect the ad experience with the appropriate 'next action' using deep-linking.

When the targeted users click on your ad, they expect to arrive at the right destination, whether it’s the right App Store on iOS or Google Play on Android. While no one will notice if your links route them to the right place, they certainly will if they don’t. Broken links and fragmented user journeys need to be avoided at all costs.

A deep-linking solution is the only way make this happen. Make sure you send them to the right app store to get your app to grow your user base, boost your performance, and increase your ROI.

Retargeting
Keeping existing app users is often challenging. Marketers pore over their data to identify user interests and send them personalized or tailored ads. Just think about all the users who have browsed your mobile catalog and added an item to the shopping cart but just haven’t completed the purchase yet.

Or maybe they’ve played your game a few times but haven’t returned. Push notifications with a discount code or free upgrade will help them complete the next stage in the user journey - opening the app and making a purchase, or re-engaging with the game.

Imagine putting in the work, culling the data, sending the right customer promotion, getting the user to click on it, and after all that, the user isn’t presented with the right app screen? Deferred deep-linking avoids such issues.

Since there is no industry standard for navigating to a specific app’s screens, it’s important to use a deferred deep-linking solution that will allow you to reach your end goal. While deep-linking routes users to the app store, deferred deep-linking routes users to the specific app’s screens based on real-time conversion data. Once on the correct app screen, the conversion is just a click away.

Maximize alternative campaigns
With so much focus on increasing conversions from mobile campaigns, traditional media may be neglected. That’s a big mistake! If you’re using a smart deep-linking solution like OneLink Deep-linking, you’ll also be able to track installs and activity from email, social media, QR and other popular campaign types. There is no need to worry about mobile platforms or device types, and you can even track apps located in alternative app stores. This is just another way to track your activities.

Deep-linking is an industry buzzword for good reason. Giants like Facebook, Google and Twitter have invested in developing their own deep-linking technology. So if you’re a marketer and you’re still using plain old links for mobile campaigns, you’re missing out. Ensure a smooth user journey and increase your ROI using deep-links.

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