Brian Klais

Deeplinks matter. October 2014 data from comScore shows that 88 percent of mobile consumer time is spent inside mobile apps vs. 12 percent of time spent browsing the mobile Web. Statistics like these should give brand marketers pause—not because the "death of the mobile Web" is at hand, as some suggest. But rather, if digital campaigns do not adapt to this reality by targeting mobile app users with app content, campaign response rates are certain to fall short of their potential.

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