the untapped power of app marketing by samantha yeh
TRANSCRIPT
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#SMX #25c @Samantha_Yeh
The Untapped Power Of App Marketing Samantha Yeh @Samantha Yeh Product Marketing, Bitly
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AGENDA
● Understanding the value of apps vs the mobile web
● How apps are changing search marketing
● How to get started deep linking today
● Deep links & why your app needs them
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2.4 BILLION TOTAL
unique users
links created
863 MILLION
clicks
9.6 BILLION TOTAL
1.4 BILLION FROM MOBILE 5.9 BILLION FROM MOBILE
Mobile Is King
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APPS CAN SERVE AS A DIRECT MARKETING CHANNEL
APPS CAN DRIVE BRAND RECOGNITION & LOYALTY
APPS CAN PROVIDE HIGHER CONVERSIONS & CUSTOMER LTV
THE MOBILE WEB CAN REACH A WIDER AUDIENCE
THE MOBILE WEB PROVIDES AN UNINTERRUPTED EXPERIENCE
THE MOBILE WEB IS OPTIMIZED
FOR AN INTERNATIONAL AUDIENCE
Mobile Web vs Apps
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U.S. SMARTPHONE USERS SPEND
MORE THAN 86% OF TIME IN APPS
REPEAT APP USERS DRIVE 25% MORE IN-APP PURCHASES
IN-APP PURCHASES ARE EXPECTED TO DRIVE $5.6 BILLION IN 2015
App Users Are A Valuable Audience
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THE ERA of the APP
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What Are Deep Links?
foursquare://venues/cafe-grumpy
https://foursquare.com/v/cafe-grumpy/43a18b01f964a5202e2c1fe3
ON THE WEB
IN AN IPHONE APP
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Deep Links Can Be Used Across Traditional Marketing Channels
SMS
SOCIAL
WEB
IOT
OTT
APPS
OFFLINE
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How Deep Links Work
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How Deep Links Work
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How Deep Links Work
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App Discoverability & Re-engagement
1 2 3 4
Mobile Search Now on Tap Apple Spotlight
App Indexing
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Out of the top 200 apps, only 22% use deep links and
deep link tags.
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Deep Link Tags
FACEBOOK APP LINKS
Send users directly from Facebook to your app for
all links shared on Facebook
TWITTER CARDS
Twitter’s native experience for showcasing content
that has deep links.
GOOGLE APP INDEX
Make your app searchable, so relevant app content can appear in search
results.
APPLE UNIVERSAL LINKS
Make your app indexable at OS level, with a built-in
back button.
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Deep Link Tags
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Measure Success
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Thank You