What Marketers Need To Know About Deep Linking and Search Today By Ian Sefferman

MARCH 4, 2015

WHAT MARKETERS NEED TO KNOW ABOUT DEEPLINKING AND SEARCH TODAY

Ian Sefferman

GM, TUNE Marketing Console TUNE

@iseff

searchmarketingexpo.com @iseff #SMX #22A

About Me

Co-founder and CEO

General Manager TUNE Marketing Console


About TUNE

The Leading Enterprise Mobile Marketing Platform


App Store Search Today

App based, not content based

… which leads to more head terms than long-tail terms

… which leads to a more winner-take-all search market


App Store Search Today

Metadata Focused: title, description, keyword field, icon, screenshots, rating, reviews, etc.

Not Content Focused: Nothing within the app at all.


Consumer App Search Behavior Today







400M 190+ 63

Source: Google I/O 2015

Unique monthly search terms

Countries Languages


Consumer Mobile Search Behavior Today

“More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan”

Source: Google I/O 2015



Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software





Apps Are First-Class Citizens


Google, Bing, and Facebook all make significant revenue from apps. They’veall made it clear that apps are equal toweb pages on mobile.


What Is Deeplinking?

Deeplinking allows one app to connect directly to a piece of content within another app.Deeplinks are the web page equivalent of a web site.


What Is Deeplinking?


Deeplinking Today

OrganicPaid

Acquisition

Re-engagement


Deeplinking Today – Paid Acquisition


Deeplinking Today – Paid Re-engagement

10%+and growing

44.24.44.64.8

55.2

30 day 60 day 90 day

RPI Lift


Deeplinking Today – App-to-App


Deeplinking Today – Organic Re-engagement


Deeplinking Today – Organic Discovery

iOS GP•  Just announced re-

engagement only•  Only on Google app and

Google Chrome browser (i.e. no Safari)

•  How will it work? My bet is on snooping your apps from these apps

•  Wider support•  Been in testing for a few

months•  Works natively•  Likely understands your

apps from your Google account


Deeplinking Today – The Uptake


Deeplinking Today – The Uptake

1-3%of all apps


Deeplinking Today – Results

https://developers.google.com/app-indexing/partners/case-study-one-pager.pdf


Contact

Ian SeffermanGeneral Manager, TUNE Marketing Console@[email protected]://tune.com
