Deep linking on mobile: Challenges vs. prospects

By Anton Ruin

The essence of deep linking is simple: posted links should route viewers to a specific page instead of the main site’s landing page. In such a way, a viewer gains access to the more relevant content and does not have to surf through the entire website to find information one actually needs.

Truth be told, the use of deep-linking technologies has quickly become the new hot trend in the global marketing industry within the past years, mainly because it has proven to be exceptionally efficient for businesses, no matter which industry niche they work in. In particular, some of the recent surveys have shown that the use deep links enables companies to reduce bounce rates at their official webpages to a considerable extent.

Evolution of deep linking on mobile

Unlike the fast ascent on desktop web, usage of mobile deep-linking technologies have not yet become a common practice for companies. However, most experts agree that the prospects of deep linking for apps are incredible.

Since the mobile segment has now become perhaps the most valuable one in terms of monetization, the amount of attention towards mobile and in-app advertising has already reached incredible heights. In this respect, the use of deep-linking technologies within one app or even between different apps has become one of top marketing goals, which, if realized, can increase mobile customer engagement and responsiveness much easier, than before.

Obviously, a range of existing specific mobile deep linking technologies has only fueled further development of the niche and opened a vast array of previously missed marketing opportunities for various business sectors. However, analysts admit that the segment has many challenges to overcome.

In particular, some skeptics presume its growing popularity can potentially endanger the future of mobile web vendor companies, simply by “cutting them out of the picture”, even though most surveys show that the need of mobile web may ever decay.

In addition, mobile deep linking still lacks unified standards, which may potentially slow down the process of its expansion, not to mention the fact that many mobile developers do not put sufficient effort into making their apps “deep-linking-friendly”.

In a whole, even though many mobile market players are still doubtful, whether they can really benefit from the use of deep linking, further development and growth of relative technologies will definitely fasten in the nearest future.

About the author

Anton Ruin is CEO of Epom.

http://epom.com/

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