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BizReport : Mobile Marketing : December 17, 2013

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.

by Kristina Knight

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

Tags: deep linking, mobile commerce, mobile content, mobile marketing, URX

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