Deferred deep linking offers brands the opportunity to engage potential customers through mobile promotions, guiding non-users to specific content pages within an app.
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.
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:
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.
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.
Deferred deep links stand as a potent tool for both re-engagement and acquisition, serving as a versatile solution for various marketing needs.
While conventional deep links have primarily targeted existing app users, deferred deep links offer a broader spectrum of applications:
Deferred deep linking provides avenues for acquiring engaged users, rekindling relationships, and recapturing lost opportunities.
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.
To optimize marketing campaigns, adhering to these best practices is crucial:
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.
Brands strategically employ deferred deep linking for several purposes, enhancing customer experience and expanding their user base. Examples include:
In sum, deferred deep linking is a potent strategy fostering customer engagement, acquisition, and retention through targeted and streamlined interactions within mobile apps.