{"id":5265,"date":"2013-12-29T20:44:56","date_gmt":"2013-12-29T20:44:56","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5265"},"modified":"2014-12-20T19:13:53","modified_gmt":"2014-12-20T19:13:53","slug":"is-this-the-future-of-mobile-marketing-and-mobile-advertising","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/12\/is-this-the-future-of-mobile-marketing-and-mobile-advertising\/","title":{"rendered":"Is This The Future Of Mobile Marketing And Mobile Advertising?"},"content":{"rendered":"

Being the pop culture savant I am – as witnessed by my recent article\u00a02014 Marketing Predictions With A Twist<\/a>\u00a0(click on the link, you’ll see what I mean) – when I first heard the term “deep linking” I immediately thought of the 1970s flick\u00a0The Deep<\/em>\u00a0starring Robert Shaw and Nick Nolte. I then had visions of\u00a0Star Trek: Deep Space Nine<\/em>\u00a0dancing in my head.<\/p>\n

Of course neither of these have anything to do with “deep linking” – a subject which many have wondered aloud as to it possibly being the future of\u00a0mobile marketing<\/a>\u00a0and\u00a0mobile\u00a0advertising.\"mobile-advertising\"<\/a><\/p>\n

Over at\u00a0Mashable<\/em>\u00a0Todd Wasserman wrote a piece back in October\u00a0How Deep Links Could Revolutionize Mobile Advertising<\/a>. And David Lee of\u00a0URX<\/a>\u00a0referred to deep linking as\u00a0The Past, Present and Future of Mobile Marketing<\/a>.<\/p>\n

So what exactly is deep linking and how does it pertain to the world of\u00a0mobile\u00a0marketing and advertising?<\/p>\n

Well according to Lee “Mobile\u00a0deeplinks are links to sub-pages of a mobile app.” In more layman’s terms deep\u00a0linked mobile ads take you right to the product page within an app.<\/p>\n

And the reason this is so important is for the fact that it allows advertisers to simplify the mobile user experience.\u00a0For example, if you are playing a game in a given app and see an advertisement for ski boots, with mobile deep linking you can click on that ad and it will take you directly to the \u201cbuy\u201d page within the given retailers app already on your phone.<\/p>\n

Currently if you see a mobile ad for a given product you have to go through many hoops to get to that same “buy” page you wanted to get to all along.<\/p>\n

Digging\u00a0Deeper<\/em><\/strong><\/p>\n

Yes that pun was intended as I wanted to learn more about deep linking so I reached out to\u00a0John Milinovich<\/a>, the CEO of URX, a company, as Wasserman puts it which “…\u00a0aims to enable advertising that sends a user from, say, a mobile banner ad to precisely the right page within an app.”<\/p>\n

You know the whole “ski boots path to purchase” example I just used.<\/p>\n

The company is very new having just launched in October thanks in part to funding from an eclectic group of investors ranging from actors\u00a0Jamie Lee Curtis<\/a>\u00a0and\u00a0Christopher Guest<\/a>\u00a0to hall of fame quarterback\u00a0Joe Montana<\/a>\u00a0to\u00a0Google\u00a0Ventures and TechCrunch founder\u00a0Michael Arrington<\/a>.<\/p>\n

According to Milinovich brands can benefit greatly from deep linking. “Deep linking makes a brand’s marketing more effective by enabling things to work in a similar way to how they do on the web,” he said, adding that “by linking to specific landing pages in apps, brands are able to create more relevant, higher converting marketing campaigns than what was available before.”<\/p>\n

Two brands who utilize deep linking are\u00a0SeatGeek<\/a>, which is\u00a0a web application that forecasts concert and sports tickets on the secondary ticket market and\u00a0HotelTonight<\/a>,\u00a0the global leader in apps for last-minute, same-day hotel bookings.<\/p>\n

Russell D’Souza<\/a>, Co-Founder of SeatGeek: “Deep linking lets us take users back to a particular screen on a mobile app. If a user is browsing Super Bowl tickets on SeatGeek but didn’t complete their purchase, we want to hit that user with a target ad for the Super Bowl taking them back to the Super Bowl screen on SeatGeek. Deep linking removes several layers of the conversion funnel. ”<\/p>\n

As for HotelTonight,\u00a0Sam Shank<\/a>, CEO and Co-Founder says it’s all about getting the consumer properly situated in the sales funnel. “Deep linking gets our customers on the right\/correct path to purchase by allowing HotelTonight to choose where the user should start their in-app experience, such as a specific city hotel page.”<\/p>\n

What Lies Ahead<\/strong><\/p>\n

<\/strong>As to what the future holds for\u00a0mobile advertising and mobile commerce\u00a0Milinovich \u00a0believes\u00a0mobile ad budgets will continue to shift to driving downstream revenue not just user acquisition. “This newfound emphasis on re-engagement will also cause a focus on cross-channel measurement and attribution,” he predicted. “As we better understand and measure how mobile fits into the overall journey to purchase, the full impact of mobile advertising will become more clear.”<\/p>\n

D’Souza foresees a bright future for mobile advertising as well telling me SeatGeek is “benefiting from huge industry trends like increased smartphone penetration, more powerful phones, and consumers embracing mobile purchasing.”<\/p>\n

As for those brands, retailers, etc. who are contemplating jumping into the\u00a0deep<\/em>\u00a0end of the mobile pool – yes that pun was also intended, Shank has some words to the wise and they have to deal with putting your customer front and center. “I would advise the brand to put user experience first when they first begin thinking about a mobile deep\u00a0linking strategy,” said Shank. “Mobile apps provide a richer mobile experience than mobile web, deep linking is an opportunity for the brand to develop a stronger sense of loyalty with its user.”<\/p>\n","protected":false},"excerpt":{"rendered":"

Being the pop culture savant I am – as witnessed by my recent article\u00a02014 Marketing Predictions With A Twist\u00a0(click on the link, you’ll see what I mean) – when I first heard the term “deep linking” I immediately thought of the 1970s flick\u00a0The Deep\u00a0starring Robert Shaw and Nick Nolte. I then had visions of\u00a0Star Trek: … Read more<\/a><\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,1383],"tags":[1726,1921,1406,1762,1653],"class_list":["post-5265","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-steveolenski","tag-mobile-advertising","tag-mobile-deep-linking","tag-mobile-marketing","tag-responsys","tag-steve-olenski"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=5265"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5265\/revisions"}],"predecessor-version":[{"id":5266,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5265\/revisions\/5266"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=5265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=5265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=5265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}