If you were to open a retailer’s app and see their current deals as a form of a rotating banner then you would expect when you click on the product it would take you to the specific product page – that’s the point of deeplinking.
Unfortunately for many, a present issue with apps is their lack of deeplinking which is the practice of sending users to specific pages. A user displayed a link advertising an app would expect to click through and have the app load but instead are forced onto a website/landing page (hopefully mobile).
This break in the chain forces users to make the additional step to research and install the application before they are able to use it which, for many, is one step too far and quickly dissipates their interest.
Major services like Google, Facebook, and Twitter have already implemented deeplinking structures for their platforms but small to mid-sized developers are still lagging behind. Due to this lag there is a ripple effect for marketers and advertisers on these apps and networks in the form of inaccurate tracking and hit-and-miss conversion.
There are currently a variety of companies offering services in deeplinking:
These services provide the marketing and advertising benefits most seek. Mainly the ability for links to carry users directly to a page or section within the app instead of to its home page. These services improve the usage of email marketing via deeplinking, social media shares are also highly integrated and easy to track, and ad campaigns can be worked into a tailored experience increasing the ROI.