Unlike most of the information on the internet, content within apps is not publicly accessible. Normal links don't work because apps have to be downloaded on a device, and even when they're downloaded there is no standard way to find and share items. It's specific to every app.
This lack of access and hindrance to sharing is more than an inconvenience. It creates poor user experiences, hurts business metrics and ultimately limits smaller developers' access to customers. The end result is a lack of competition and the same large apps continue dominate the market, whether or not they are the best.
Branch's new "Journeys" tool allows a marketer to create and deploy a banner or interstitial ad that links from a mobile website to an app, without a developer's help.
Currently mobile websites are the largest drivers of app installs and the typical case of use is for game apps. For instance, a marketer for a game publisher might use such a link in a banner to drive installs of a new game app.
But what really makes the difference for Branch is that a marketer can also direct the ads at specific audience segments, such as frequent website visitors who do not yet have the app installed, and conduct A/B testing.
Taking into account that an estimated 70 percent of emails are opened on mobile devices, deep links can also be used to drive app installs from email.
Branch offers a second new tool "Deep Linked Email", that integrates with email marketing platforms so that email campaigns can automatically include a deep link to an app. In the case of a special offer, If the user doesn't have the app installed, the link first directs the user to the appropriate app store, and post-install, goes to the relevant screen within the app.
Marketers and publishers can't ignore the impact of using Deep linking that improves app performance by increasing 1.8 times the sign ups, 2 times the engagement and 1.9 times the retention.
Yozio, Tapstream and Pure Oxygen Lab's URLgenius offer deep linking and some comparable features, so marketers can choose among these different platforms to test the differences and generate a better user experience.
|Tags:Web DevelopmentOnline Marketing|
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