What is Deferred Deep Linking?

Deferred deep linking is a marketing strategy invented with the rise of mobile apps and the mobile internet.

It first gained popularity around the early 2010s, as companies sought ways to maintain user engagement throughout the app download process. Simply put, deferred deep linking creates a seamless experience for users clicking on a mobile ad or banner. It ensures that even after downloading an app from the app store, users get directed back to the specific content they initially viewed on the web.

This strategy is particularly effective for keeping user engagement and retention high. Traditionally, when a user clicked on an ad, and it led them to the app store for a download, they could lose their original context post-download. With deferred deep linking, however, they return to the original context or content, reducing the likelihood of them feeling lost and eventually abandoning the app, thus increasing the chances of user retention.

Examples of Deferred Deep Linking

  1. E-commerce App: A user clicks on an ad for a product, is directed to download the app, and after installation is directed to that exact product in the app.
  2. News App: A user reads a synopsis of an article on social media, is redirected to download the app, and after downloading is taken directly to the full article.
  3. Gaming App: An advertisement promoting a special game level or character prompts a user to download the game; post-installation, the user is directed to that specific level or character.
  4. Booking App: A user clicks on a specific deal or booking option, after downloading the booking app, they find the same deal readily available for them to secure.
  5. Fitness App: A user sees an advert for a specific workout plan, after downloading the app, the user is directed directly to the advertised workout plan.

Marketing Tactics Similar to Deferred Deep Linking

  • Deep Linking: This allows users to navigate the internal content of an app. Unlike deferred deep linking, it does not carry context through an app store download.
  • Contextual Marketing: This puts relevant content before users based on their previous interactions, location, or preferences, somewhat similar to deferred deep linking.
  • Retargeting: This tactic involves showing ads to customers based on prior engagement with a website or app. It shares the goals of retaining users and leading them back to a specific point of interest.
  • Mobile App Onboarding: This tactic is focused on improving user experience during app initial use. It shares the part of initiating users into an app just like deferred deep linking post-download.

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