Deep Linking: What Mobile Marketers Need to Know
Mobile app deep linking is a great marketing strategy that shouldn’t be ignored.
Modern technology is mobile. Over three-quarters of Americans now own smartphones,1 giving them constant access to a huge amounts of information, entertainment, communication, and shopping options. If you’re in business marketing of any variety, you can’t ignore the pervasiveness—and power—of mobile technology. In fact, you should be doing everything you can to ensure your marketing strategy uses mobile technology to its fullest potential. And that means you should embrace deep linking.
What Is Deep Linking?
Deep linking is the term given to links that direct a mobile user to a specific location within an app. For instance, if you click on a coupon for a store and it opens the store’s app and presents the coupon, that’s deep linking. Without deep linking, all links to in-app pages would just open the home page of the app. Deep linking is a way to keep the user experience smooth.
Where Does Deep Linking Work?
Deep linking on mobile devices can occur between:
- Website and app
- App and app
- Social media and app
- Mobile ad and app
- E-mail and app
- SMS text message and app
What If a User Doesn’t Have Your App?
If you design your deep linking properly, a user will experience either standard deep linking or deferred deep linking. In standard deep linking, the user already has your app installed and is taken to the proper page within the app. In deferred deep linking, the user is taken to the page on their operating system’s (OS’s) app store where they can download your app. Once they’ve downloaded the app, the appropriate page within the app will open.
Why Is Directing People to Your App Important?
You want customers to use your app because apps can provide a much smoother and more integrated customer experience than can a website on a mobile browser. Additionally, mobile apps offer you more opportunities to track customer habits and usage, which can help you refine everything from your communications to your product design. Finally, apps allow push notifications, which give you the opportunity to send messages directly to users’ smartphones. This makes it easy to inform customers of specials, new products, events, and more.
What Are the Marketing Benefits of Deep Linking?
- It improves user experience. If a store is poorly laid out, customers will struggle to find what they want and may choose to leave. The same dynamic affects mobile experiences. The harder it is for customers to make a purchase or take advantage of an offer, the fewer customers you’ll have. Deep linking makes it simple for customers to find exactly what they came for.
- It can lead to more app downloads. Most smartphone users don’t download any apps in a given month; the majority of those who do download just one or two apps.2 If you want users to download your app, you need to give them a reason to do so. Deferred deep linking is one way to increase app downloads because it drives customers to your app on their OS’s app store. Additionally, Google indexes deep links within mobile search results, adding to the opportunities for users to find your app.
- It can improve user engagement and retention. If your app isn’t designed well, your customers won’t use it. In this regard, deep linking is a design solution, as it makes sure your customers end up where they wanted to go, improving their chances of liking the app and continuing to use it.
- It can provide insights into campaign effectiveness. Each time someone clicks on a deep link, your app can track what source they came from and what they do once inside the app. You can use this information to determine which parts of your marketing efforts are working best, both in terms of which sources are generating the most click-throughs and which sources are sending the highest percentage of future customers. For instance, if your social media marketing deep link on Facebook is generating 200 click-throughs a day with a 10% conversion rate while your e-mail deep link is generating 10,000 click-throughs a day with a 1% conversion rate, you can adjust your campaign to better take advantage of each source’s strengths and weaknesses.
How Else Can You Improve Your Marketing?
If you want to successfully market in the modern world, one of the best choices you can make is to earn an advanced marketing degree. Specifically, an MS in Marketing can help you gain the skills you need to reach consumers across a variety of platforms, including through modern communication technologies. In fact, you can even use modern technologies to earn your master’s degree.
In the same way mobile technology has changed marketing, online learning has changed education. Now you can earn your degree from a top business school from virtually anywhere. That’s because when you enroll in an online marketing degree program, you don’t have to leave home. An MS in Marketing online program lets you complete your coursework from anywhere you have internet access. On top of that, an online master’s in marketing allows you to choose when in the day to attend class, making it possible to continue working full time while you earn your MS degree.
Thanks to the technology of online education, you can learn how to leverage mobile communications for marketing purposes. That’s why earning an online MS in Marketing is a great choice if you want to stay on top of modern marketing.
Walden University is an accredited institution offering an MS in Marketing degree program online. Expand your career options and earn your degree using a convenient, flexible learning platform that fits your busy life.
Walden University is accredited by The Higher Learning Commission, www.hlcommission.org.