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Deferred Deep Linking

Deferred deep linking offers brands the opportunity to engage potential customers through mobile promotions, guiding non-users to specific content pages within an app.

Understanding Deferred Deep Linking

Deferred deep linking represents a marketing strategy leveraging external digital avenues to reach potential users and seamlessly direct them to content and promotions housed within an app. With deep linking, users are spared the need to navigate through the app in search of desired content. Instead, upon downloading and opening the app, users are directly led to the precise content page linked to the provided URL. This technique is widely regarded as the optimal means of transitioning non-users from an advertisement to an app.

Mechanics of Deferred Deep Linking

The operational mechanism of deferred deep linking involves using both mobile and non-mobile channels to guide non-users toward app installation and subsequently to a specific location within the app. The process unfolds as follows:

  1. A brand disseminates a link via text messages, emails, social media platforms, QR codes, etc.
  2. Users interact with the link, redirecting them to the app store page for app download.
  3. Upon downloading and launching the app, users are automatically directed to the content page linked to the provided URL.

This process significantly enhances user experience and engagement, simplifying app interactions for non-users. It eliminates the need for users to navigate through the app store, download the app, and then search within the app for the desired content. Instead, deferred deep linking efficiently guides users from app download within the store directly to the targeted content.

Benefits of Utilizing Deferred Deep Links

There are several compelling reasons for businesses to prioritize channeling customers to their app rather than their website, and deferred deep linking serves as the most effective and secure means to achieve this objective.

  1. Enhanced Functionality: Native apps often offer more comprehensive features and a smoother user experience compared to mobile-responsive websites.
  2. Increased Engagement: App users tend to exhibit higher spending habits, frequent engagement, and improved ease of interaction, thereby reducing overall contact costs.
  3. Mitigating SEO Competition: Fierce competition within search engines can hinder website exposure and customer visibility.
  4. Targeting Larger Audiences: Email, social media, and digital channels boast extensive audiences more likely to embrace mobile app downloads and goal completions.

Deferred deep links stand as a potent tool for both re-engagement and acquisition, serving as a versatile solution for various marketing needs.

The Versatility of Deferred Deep Links

While conventional deep links have primarily targeted existing app users, deferred deep links offer a broader spectrum of applications:

  1. New User Acquisition: Seamless promotion of app-specific content through new channels, effectively reaching and acquiring a wider audience.
  2. Re-engaging Existing Users: Extending engagement efforts to disengaged users and those who have disabled push notifications, thereby reigniting interest.
  3. Winning Back Lapsed Users: Reconnecting with users who uninstalled the app by leveraging existing contact information or social channels.

Deferred deep linking provides avenues for acquiring engaged users, rekindling relationships, and recapturing lost opportunities.

Diverse Applications of Deferred Deep Links

The integration of deferred deep linking broadens mobile app marketing horizons, enabling expansion into various physical and digital channels, including SMS, email, social media, QR codes, and even desktop-to-app interactions. This technique uniquely enables safe utilization of external digital avenues to channel users to specific conversion-oriented pages.

Best Practices for Deferred Deep Links

To optimize marketing campaigns, adhering to these best practices is crucial:

  1. Personalization: Create tailored links for individual users to facilitate precise targeting and engagement.
  2. Attribution: Utilize attribution data for campaign success measurement, aiding in designing future campaigns.
  3. Branding: Customize URLs to maintain brand recognition and ensure link trustworthiness.

Differentiating Deferred Deep Linking and Deep Linking

It’s essential to distinguish between deferred deep linking and traditional deep linking. The latter is aimed at re-engaging existing app users, while deferred deep linking focuses on enticing non-users to download the app. Deep links lead current users to specific pages within the app, while deferred deep linking directs non-users to download the app and subsequently takes them to the desired location.

Practical Usage of Deferred Deep Linking

Brands strategically employ deferred deep linking for several purposes, enhancing customer experience and expanding their user base. Examples include:

  1. Web-to-App Integration: Embed deferred deep links on company websites or banners to prompt users to engage with promotions and download the app.
  2. Social Media Campaigns: Utilize deferred deep links in social media ads to attract new customers to the app.
  3. Email Marketing: Incorporate deferred deep links in email campaigns to boost app interactions.
  4. SMS/Push Notifications: Enhance other applications by integrating deferred deep links in SMS and push notifications, simplifying app download.

In sum, deferred deep linking is a potent strategy fostering customer engagement, acquisition, and retention through targeted and streamlined interactions within mobile apps.

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