Researchers have found a considerable increase in the prevalence of deep linking over the years, as it has positioned itself as one of the keys to building a successful mobile app. Specifically, deep links have been found to help app publishers target users and better ensure consumer retention.
There are primarily three different types of deep links: basic links, deferred links, and contextual links. Each one has its place within an app, depending on the specific needs of an industry, but they are all incredibly valuable tools for anyone interested in online marketing through apps.
Basic deep links help retain consumers by guiding them directly to the content that they’re interested in accessing. With a traditional link, consumers might be faced with a welcome screen that is difficult or confusing to interact with. For an app developer or marketer, this should absolutely be avoided. Instead, a basic deep link can help users circumvent any technological obstacles and make them more receptive to the advertisement’s message.
Deferred links are slightly more complex, but are built around the same premise. By matching users to specific content after they’ve installed an app, a deferred link acts like a delayed advertisement. It helps to build a bond between the user and a brand, even after they’ve forgotten about a product they were previously interested in.
Finally, contextual deep links are the newest type of deep link, but are no less important. By collecting different information from a user during the app installation, contextual links allow users to have a fully customized welcome screen in an app that can direct them to specially crafted advertisements or other types of content.
Any marketer that is interested in breaking into the mobile app design space will want to take full advantage of deep links.