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BizReport : Mobile Marketing : December 16, 2013

Brands: You need deep links for mobile success

Deep linking isn't a new concept in the online space, but in the mobile space deep linking hasn't seen as much play. According to one expert, deep linking product ads for mobile apps can greatly enhance mobile content and advertising.

by Kristina Knight

Kristina: Tell me what deep linking is, and why many analysts are saying it is future of mobile commerce.

John Milinovich, CEO, URX: App deeplinks are hyperlinked references to content within mobile applications. Similar to how URL's work for the web, app deeplinks give users many ways of referencing and accessing the information within a mobile app. The ability to link users into the middle of apps is something that is completely changing the way that mobile marketers are able to engage their app audience. Deeplinks can be used across all marketing channels to drive app re-engagement and take users to relevant in-app content.

Kristina: Can you provide a real-world example of how deep linking works?
John: Sure, imagine this....John has the SeatGeek app installed on his iPhone and his favorite baseball team is the Dodgers. While John is browsing an ad-supported app on his phone, such as Craigslist, he sees an ad for tickets to an upcoming Dodgers baseball game. He clicks on the ad, and the SeatGeek app is opened directly to the page where John can buy tickets to the next Dodgers game.

Kristina: How does deep linking compare to other recent/creative mobile advertising approaches?

John: Today, the goal of most mobile advertising is to drive App Installs or takes people to mobile websites. Driving installs works, so long as the cost to acquire a user is less than the total lifetime value (LTV) of that user. Taking people to mobile websites doesn't work well for driving conversions, since the mobile web has proven to be quite inefficient at driving performance (think about how hard it is to enter a credit card in the mobile web).

More from John and URX later this week, including how deep linking may also enhance social commerce.

Image via Shutterstock

Tags: deep linking, M:Commerce trends, mobile commerce, mobile strategy, URX

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