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Deferred Deep Linking

Deferred deep linking allows brands to engage potential customers using mobile promotions that take non-users to a specific content page inside an app.

What is Deferred Deep Linking?

Deferred deep linking is a marketing technique which uses external digital channels to reach potential users and safely direct them to content and promotions inside an app. Using deep linking, users do not have to search through an app to find the content they are looking for, after downloading and opening the app, users will be directed to the specific content page connected to the link. Deferred deep linking is often considered to be the best way to lead non-users from an ad to an app.

How does Deferred Deep Linking work?

Deferred deep linking works by using mobile and non-mobile channels to direct non-users to download an app and then send them to a specific location within the app, the process goes as follows:

  • A brand sends a link through text messages, emails, social media sites, QR codes, etc.
  • The user clicks the link, which takes them to the app store page to download the app
  • After the app is downloaded, when the customer opens the app, it will take them to the specific content page connected to the link

This process improves customer experience and engagement as it gets non-users to download and easily engage with the app. The user does not have to navigate to the app store, download the app, then search through the app to find the content they desire, as the deferred deep link takes them directly from downloading the app within the app store to the specific content connected to the link.

Deep Linking vs. Deferred Deep Linking

While deep linking is used to re-engage existing customers who have the app, deferred deep linking is used to encourage non-users to download the app.

A deep link is a mobile message that takes a user who has the client’s app to a specific page in the app, rather than going immediately to the app’s default home page. Deferred deep linking is a form of deep linking that is deferred until someone downloads and opens the app. It allows users to go directly to the location they desire within an app. Deferred deep linking is used when a customer does not have the app installed. When a customer interacts with a promotion that includes a deferred deep link, the link will direct them to the app store to download the app. When the customer opens the app, it will go to the customer’s desired page within the app.

How do Brands use Deferred Deep Linking?

Brands use deferred deep linking to gain new customers and to streamline the customer experience by helping customers get where they want to go faster, enhancing customer satisfaction. Here are some common use cases:

Web to App

Include deferred deep links on company website or in banner advertisements to encourage users to engage with the promotion and download your app. Web to app deferred deep links helps attract new customers to your app.

Social Media to App

Use deferred deep links in social media ads to bring customers to the app. Deferred deep links through social media sites are an effective way to capture new customers.

E-mail to App

Put deferred deep links in e-mail marketing campaigns to increase the number of customers who interact with the app.

SMS/Push Notification to App

Include deferred deep links in SMS messages and other push notifications to promote your app within other applications and to give potential users easy access to download your app.

Personalize your Marketing Campaigns with Optimove

Optimove’s advanced deferred deep linking technology allows marketers to personalize mobile push notifications, web-to-app banners, and more to increase customer engagement. The technique directs customers from the notification to specified content. Optimove implements deferred deep linking into its marketing technology connecting defined marketing segments with personalized promotions, increasing customer engagement.

Contact us today to learn how you can use Optimove to capture more customers and streamline the user experience.

updated August 2022