3 Ways App Deeplinks Will Redefine Your Results
A bonus is email subscribers who don't yet have your app installed can receive a targeted promotion to download your app to drive future engagement and response rates via email.
3. Deeplink Mobile Searchers Directly Into App Pages
If your brand has iOS or Android apps, take advantage of new mobile SEO and SEM opportunities from Google and Bing to connect mobile searchers into your app content. On the organic side, both search engines now enable app pages with deeplink support to be crawled and indexed for discovery by mobile searchers. On the SEM or paid search side, there are new options to serve search ads specifically to app-users.
During the 2014 holiday shopping season, we found that about 35 percent of consumers conducting a brand search on their mobile devices had that brand's app on their smartphone, with some brand queries hitting app penetration rates as high as 57 percent (and even higher on tablets). If your app has even a slight conversion edge over your mobile site, there is clear opportunity to boost search campaign response rates by targeting app users and deeplinking them into app pages.
Perhaps most surprisingly, search, social and email marketing are really just the start. The same opportunities and benefits of targeting app users extends across all digital media, even into offline media, including print (PURLs, QR codes), radio, TV and more. The key insight is that smartphone and tablet app usage will continue to dominate the consumer landscape. If that's true, it will impact 100 percent of your marketing results —online and offline—for the foreseeable future. The challenge and opportunity now is to start adapting your campaigns around app users for maximum engagement and response.
Clearly, deeplinking is the technological key to future-proofing your marketing for a world filled with app users.