Adaptive Links Solve Mobile’s Cross-Platform Problem
Deep linking (i.e., directing searchers to relevant pages rather than the homepage) has been a standard practice for search engine optimizers for years, reducing bounce rates and increasing conversions. Coinciding with the rise of consumer mobile adoption, mobile redirects have become a best practice for retailers and marketers. Adaptive links take both concepts, combine them and layer on mobile app detection for a single comprehensive solution. Best of all, adaptive links can be utilized in any channel — email, search, display, etc.
Despite the stated benefits of using intelligent, app-friendly links, few marketers to date have employed them in marketing campaigns as a means of appropriately directing traffic to target destinations. By employing adaptive links in a multitude of channels, marketers can capitalize on the mobile movement and maximize their investment in their apps and social profiles.
Of course, for marketers, the ability to measure the effectiveness of adaptive links and tie the results to the success of a campaign is tantamount. Measurement capabilities can and should be built right into the adaptive links, providing insight into which devices, operating systems and apps consumers use, enabling marketers to tailor their strategies to optimize engagements. Combined with in-app measurement capabilities to determine how consumers use the app (e.g., do they browse or make purchases?), marketers can get a complete view of consumers’ engagement and purchase cycles. If an adaptive link provider doesn't offer these measurement capabilities, it's probably best to keep shopping.
Adaptive links can help marketers better direct traffic and increase engagement with mobile apps and social profiles by removing unnecessary barriers such as disruptive mobile logins and clunky mobile web interfaces. Removing these obstacles to direct engagement and optimizing campaigns based on user data can play a significant role in boosting campaign effectiveness. If you haven't already, it's time to embrace adaptive links and create the kind of intelligent experience today's mobile consumers expect.