Adaptive Links Solve Mobile’s Cross-Platform Problem
In last year's fourth quarter, 50 percent of emails were consumed exclusively on mobile devices. In addition, Google announced at the recent Mobile World Congress that mobile search volume will eclipse desktop search volume within the next year. Meanwhile, new data shows that nearly 90 percent of smartphone internet time and 80 percent of tablet internet time is spent using apps rather than the web. So what steps can cross-platform marketers take to stop directing their mobile audience to the mobile web when most prefer an app experience?
Many companies invest heavily in apps but very few effectively direct traffic to them. Traditional web landing page URLs lack the intelligence to determine whether a user also has that brand's app installed; these URLs simply direct the user to a mobile web page. This leads to a poor mobile experience that frustrates users, limits app engagement and wastes the mobile app investment.
The same holds true for social marketing, paid search advertising and the list goes on. Traditional social profile URLs, for example, often lead consumers to a disruptive login request rather than to the native app they already use actively. The result is mobile abandonment, the worst possible outcome.
Adaptive links, a new take on deep linking and mobile redirects
Adaptive links are the next evolution of both deep linking and mobile redirects. These intelligent URLs identify when users are on a mobile device, and if the user has the target app installed, they open the app to the corresponding app "page." If the user doesn't have the app installed, the adaptive link directs to the mobile web instead and can even suggest an app download or allow the consumer to indicate their preference for the mobile web. The adaptive link directs desktop users to the standard website.