the untapped power of app marketing by samantha yeh

#SMX #25c @Samantha_Yeh

The Untapped Power Of App Marketing Samantha Yeh @Samantha Yeh Product Marketing, Bitly


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


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


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



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


THE ERA of the APP


What Are Deep Links?

foursquare://venues/cafe-grumpy

https://foursquare.com/v/cafe-grumpy/43a18b01f964a5202e2c1fe3

ON THE WEB

IN AN IPHONE APP


Deep Links Can Be Used Across Traditional Marketing Channels

SMS

SOCIAL

WEB

IOT

EMAIL

OTT

APPS

OFFLINE


How Deep Links Work



App Discoverability & Re-engagement

1 2 3 4

Mobile Search Now on Tap Apple Spotlight

App Indexing


Out of the top 200 apps, only 22% use deep links and

deep link tags.


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.


Deep Link Tags



Measure Success



Thank You