Imagine that when a user clicks on your advertisement that sells a particular product, they are redirected to the home page of your app, are frustrated, and confused. The situation results in millions of conversions being lost annually by mobile marketers. The answer is in knowing the subtle differences between deep links vs deferred deep links which are two popular technologies that can change your mobile marketing strategy.
To survive competition, marketing your mobile app should not limit to simply having people download your app. The actual challenge comes when you have to direct them to the accurate content at the appropriate time. The emergence of deep-linking technologies have become game changers in this area since marketers can build smooth user experiences that result in engagement and high retention rates.
Understanding Deep Linking in Mobile Apps
Deep linking of mobile applications is a technology that allows applications to link users to particular pages or content within an application as opposed to loading the home screen of the app. Consider it as an accurate navigation platform that brings users where they should go, without going through any unnecessary steps and sources of friction.
A regular deep link is magic when a user already has your app installed on his/her device. The connection identifies the installed application and directly accesses a desired content, be it a product page, a particular article or a promotion offer. This direct pathing makes the experience of the users to be smooth and therefore the drop off rates are minimized.
What is a Deferred Deep Link
A deferred deep link goes one step further by addressing a critical issue, which is what happens when users do not already have your app installed? It is at this point that the aspect of deferred comes in. These intelligent links do not lose track of the target destination even after the process of installing the app.
The magic occurs in the chronology of events. On clicking a marketing link, the deferred deep link will redirect the user to the relevant app store at the first instance. Once the user downloads and installs the app, the connection will remember where the user had intended to go. When first launched, the app opens to that particular content which induces a constant stream of ad click to conversion.
Key Differences Between Deep Links and Deferred Deep Links
The simple difference between the two is in the time and status of users. Deep links only work with those users who have already installed your app. They offer direct access to certain in app content without having to pass through any middle ground. These connections are ideal when used on retention campaigns and to promote to your current users.
On the other hand, deferred deep links serve the acquisition campaigns. They can fill the gap between the first app and ad click experience of new users. Whereas the deep links do not work when the application is not in place, the deferred deep links will preserve the context of the whole installation process so that a marketing intent will be converted into a real conversion.
The Role of MMP Tools
Mobile measurement platforms are critical in the implementation, as well as tracking of both deep linking strategies. These MMP tools offer the framework required to develop, operate and examine deep linking campaigns via diverse channels and platforms.
The presence of a strong mobile measurement partner can help marketers claim the credit of the conversion, comprehend the campaigns that generate the most valuable users and optimize deep linking initiatives on the basis of veritable information. These platforms manage complex technicalities of deep linking besides offering insights on user behavior and performance of campaigns.
Choosing the Right Strategy for Your Marketing Goals
The choice of deep links vs deferred deep links also depends on the campaign objectives. In case of re-engagement campaigns that aim at existing users, normal deep linkage is simplistic and fast. They are ideal in email, push, and social media advertisements to your existing user base.
In the case of user acquisition campaigns, deferred deep links will be essential. They make sure that your well-thought-out marketing message is delivered to your destination even in case the users must install your app initially. The technology has a tremendous effect on conversion rates of paid advertising campaigns, influencer partners, and viral marketing campaigns.
A smart marketer usually combine the two and apply deep links to retain and deferred deep links to acquire. By focusing on all marketing money in this end-to-end way, this will enhance the effectiveness of every marketing dollar in the process of developing better user experiences throughout the customer experience.
Conclusion
Knowledge on the difference between deep links and deferred deep links will enable the marketer to develop better mobile strategies. Although deep links are very efficient in engaging installed users, deferred deep links transform the acquisition campaigns by not losing the context based on the installation process. The combination of the two strategies through mobile measurement platform tools will guarantee that the impact and the results of the mobile marketing will be maximized.
