Why Mobile Advertising Needs More Direct Links to be Super-Effective?
By Alia Bowen on July 07, 2014
Today mobile advertising has the potential to reach out to far more potential customers than any online marketing effort or even social media networking. Though social media has made inroads, and is effectively used in digital marketing by most online companies, mobile advertising has a lot more potential. However, is the potential being used to the full extent? Unfortunately, the answer is no, simply because people have had bad experiences due to the absence of seamless transition from one app to another. With virtually thousands of apps flooding the markets today, one is really confused when trying to buy some product or service through a link that comes on one of the apps.
Most retailers advertising on mobiles have realized that whenever potential customers click on such links they are directed to the homepage or to any one of the apps. If the same customers were to be guided to the page in the app, where they can place the order with the click of a button, business should be booming for advertisers on mobiles. The good news is that there are a few new companies that are doing something about this.
For instance, URX is a venture that was launched with a big bang with over $3 million funding from companies like Google Ventures, Jamie Lee Curtis and Michael Arrington of TechCrunch. The company plans to address this issue in mobile advertising, where a prospective customer will be directed directly to the correct page within an app. PakWired is another great business site that looks forward to doing more effective mobile advertising stuff.
Hence, next time you wish to buy any home improvement products through the LivingSocial app downloaded in your mobile, the company ad leads you to the directly to the page where you can place the order. Of course, the said company is a partner of URX. However, the concept is that you no longer have to fumble, wondering about your next step when shopping online after seeing any mobile advertisement.
Quixey is yet another such company that plans to go a step further and serve as a search engine for mobile users. According to Lion Shapira, founder and CTO of this startup, does not discount the possibility of your search for “Chiptole” to initiate a call to the app or the Yelp page that automatically guides you to the nearest location from where you are, this could happen in the near future. The company has already raised $5 million in collaboration with the Alibaba group of China.
Cellogic has already launched a deep link service called Deeplink.me. According to Itamar Weisbrod who is the founder of the company, the ultimate goal is to make advertising on mobile a lot simpler, with the focus on making it easily linkable and accessible. They are set to power more retargeting ads, making it easier for the users to navigate through the apps on their smartphones. The users will henceforth be directed to specific pages within the app, thus saving time and a lot frustration. Going forward app developers will be able to build mobile app deeplinks that will automatically the origin of the users, like whether from the web or from a mobile and guide them to the correct resource. This could be a website, a specific page within the app, or any mobile web page.
Startups are using the technology of shortening a URL so that the link allows for seamless navigation through any mobile app. Something similar was launched way back in 2008 by Bitly, whose presence on the web was prominent. However, once Twitter came out with its own version of a URL shortener, Bitly slowly faded from the scene. This concept is being used by the new startups that are looking for similar opportunities in mobile advertising. The advantage with this technology is that a common user is never going to be aware of what is happening as deep linking is often invisible to the users. At best deep linking can be used to promote other online businesses, and cannot be promoted as a brand by itself.
Not to be left out, Facebook too is contemplating using a similar kind of strategy, which should make the technology immensely popular. This big change is certainly going to benefit app creators, as according to Shapira, apps are an integral part of the web. However, marketers need to keep in mind that unless a user downloads the app the ad will not be seen by them. Hence, apps need to be promoted vigorously, encouraging users to download them. The truth though is that almost 25% of the apps that are downloaded are promptly forgotten and never get to be used. Yet another 25% get to use them about 10 times before they get tired of the apps. However, due to the immense potential, more apps are released in the market on a daily basis.
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