News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How deep linking content can drive commerce
Deeplinking lets advertisers increase the value of the users that they already have by driving downstream engagement and purchases. This means that advertisers are able to continue to profitably acquire new users while having confidence that they will pay off in the long term.
Kristina: In your opinion, what is the impact that Google's KitKat is going to have on mobile apps?
John Milinovich, CEO, URX: App Indexing is going to completely change the way that users interact with and discover content on their mobile phones. Instead of users having to explicitly opening apps to explore content, they can use their current behavior (searching on Google) to find it and be linked directly to the place where they can consume that information.
In the same way that SEO changed the way that people built websites, App Indexing will completely change the way that app developers build their apps, and it's all built around deeplinking.
Kristina: Will deep linking directly drive revenue for Facebook?
John: Facebook's new App Re-Engagement ad unit lets apps that use deeplinks re-engage their app users with native ads from within Facebook. Prior to this, Facebook is able to monetize mobile app developers by letting them acquire new users through Facebook. Now, Facebook's ad platform is able to both help acquire new users and re-engage those users that they already have. This is going to change the game in how Facebook is able to monetize their mobile audience.
Kristina: Why are retailers and brands focusing more on downstream revenue than immediate app installs today?
John: As mobile CPMs increase, so are the costs to acquire new installs (CPIs). In parallel, the average US consumer has 48 apps installed on their phone, and this increases every year. By virtue of this, the average lifetime value (LTV) of an app user is decreasing. Therefore, the margin between the cost of a user and the value of that user is closing. Focusing on downstream metrics helps app developers increase the value of their app users to enable them to continue paying to acquire new users, despite the increase in cost.
You can read part one of my chat with John and URX, highlighting the importance of deep linking for mobile apps, here.
Image via Shutterstock
- The most shared video clips depend on region
- Top tax tips that will protect your information
- Report: Millennials spending more time with UGC
- New AdWords format includes detailed consumer opinion data
- Quarter of UK's top finance brands have no mobile website, apps
- Report reveals men's emerging role in household supermarket shopping chore
- How data will impact businesses in 2014
- Report: Social pushing coupon search, use
Featured White Papers
- Choosing the Best Web CMS for Customer Experience Management
In this paper, learn how to choose the right CMS for you and your business from the eyes of a...
- Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just...
- The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it...
- The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,...
- 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them....
- How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....