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MARCH 4, 2015
WHAT
MARKETERS
NEED TO KNOW
ABOUT
DEEPLINKING
AND SEARCH
TODAY
Ian Sefferman
GM, TUNE Marketing Console
TUNE...
searchmarketingexpo.com
@iseff
#SMX #22A
About Me
Co-founder and CEO
General Manager
TUNE Marketing Console
searchmarketingexpo.com
@iseff
#SMX #22A
About TUNE
The Leading Enterprise Mobile Marketing Platform
searchmarketingexpo.com
@iseff
#SMX #22A
App Store Search Today
App based, not content based
… which leads to more head te...
searchmarketingexpo.com
@iseff
#SMX #22A
App Store Search Today
Metadata Focused: title,
description, keyword field, icon,
...
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer App Search Behavior Today
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer App Search Behavior Today
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer App Search Behavior Today
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer App Search Behavior Today
400M 190+ 63
Source: Google I/O 2015
Unique mo...
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer Mobile Search Behavior Today
“More Google searches take place on
mobile ...
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer Mobile Search Behavior Today
Source: The Q4 2014 Performance Marketer’s ...
searchmarketingexpo.com
@iseff
#SMX #22A
Consumer Mobile Search Behavior Today
Source: The Q4 2014 Performance Marketer’s ...
searchmarketingexpo.com
@iseff
#SMX #22A
Apps Are First-Class Citizens
Source: The Q4 2014 Performance Marketer’s Benchmar...
searchmarketingexpo.com
@iseff
#SMX #22A
What Is Deeplinking?
Deeplinking allows one app
to connect directly to a piece
of...
searchmarketingexpo.com
@iseff
#SMX #22A
What Is Deeplinking?
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today
OrganicPaid
Acquisition
Re-engagement
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – Paid Acquisition
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – Paid Re-engagement
10%+
and growing
4
4.2
4.4
4.6
4.8
5
5.2
3...
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – App-to-App
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – Organic Re-engagement
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – Organic Discovery
iOS GP
•  Just announced re-
engagement onl...
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – The Uptake
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – The Uptake
1-3%of all apps
searchmarketingexpo.com
@iseff
#SMX #22A
Deeplinking Today – Results
https://developers.google.com/app-indexing/partners/c...
searchmarketingexpo.com
@iseff
#SMX #22A
Contact
Ian Sefferman
General Manager, TUNE Marketing Console
@iseff
iseff@tune.c...
searchmarketingexpo.com
@iseff
#SMX #22A
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What Marketers Need To Know About Deep Linking and Search Today By Ian Sefferman

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: What You Should Be Doing With App Deep Linking. PRESENTATION: What Marketers Need To Know About Deep Linking and Search Today - Given by Ian Sefferman, @iseff - MobileDevHQ, CEO. #SMX #22A

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What Marketers Need To Know About Deep Linking and Search Today By Ian Sefferman

  1. 1. MARCH 4, 2015 WHAT MARKETERS NEED TO KNOW ABOUT DEEPLINKING AND SEARCH TODAY Ian Sefferman GM, TUNE Marketing Console TUNE @iseff
  2. 2. searchmarketingexpo.com @iseff #SMX #22A About Me Co-founder and CEO General Manager TUNE Marketing Console
  3. 3. searchmarketingexpo.com @iseff #SMX #22A About TUNE The Leading Enterprise Mobile Marketing Platform
  4. 4. searchmarketingexpo.com @iseff #SMX #22A App Store Search Today App based, not content based … which leads to more head terms than long-tail terms … which leads to a more winner-take-all search market
  5. 5. searchmarketingexpo.com @iseff #SMX #22A App Store Search Today Metadata Focused: title, description, keyword field, icon, screenshots, rating, reviews, etc. Not Content Focused: Nothing within the app at all.
  6. 6. searchmarketingexpo.com @iseff #SMX #22A Consumer App Search Behavior Today
  7. 7. searchmarketingexpo.com @iseff #SMX #22A Consumer App Search Behavior Today
  8. 8. searchmarketingexpo.com @iseff #SMX #22A Consumer App Search Behavior Today
  9. 9. searchmarketingexpo.com @iseff #SMX #22A Consumer App Search Behavior Today 400M 190+ 63 Source: Google I/O 2015 Unique monthly search terms Countries Languages
  10. 10. searchmarketingexpo.com @iseff #SMX #22A Consumer Mobile Search Behavior Today “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan” Source: Google I/O 2015
  11. 11. searchmarketingexpo.com @iseff #SMX #22A Consumer Mobile Search Behavior Today Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software
  12. 12. searchmarketingexpo.com @iseff #SMX #22A Consumer Mobile Search Behavior Today Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software
  13. 13. searchmarketingexpo.com @iseff #SMX #22A Apps Are First-Class Citizens Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software Google, Bing, and Facebook all make significant revenue from apps. They’ve all made it clear that apps are equal to web pages on mobile.
  14. 14. searchmarketingexpo.com @iseff #SMX #22A What Is Deeplinking? Deeplinking allows one app to connect directly to a piece of content within another app. Deeplinks are the web page equivalent of a web site.
  15. 15. searchmarketingexpo.com @iseff #SMX #22A What Is Deeplinking?
  16. 16. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today OrganicPaid Acquisition Re-engagement
  17. 17. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – Paid Acquisition
  18. 18. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – Paid Re-engagement 10%+ and growing 4 4.2 4.4 4.6 4.8 5 5.2 30 day 60 day 90 day RPI Lift
  19. 19. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – App-to-App
  20. 20. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – Organic Re-engagement
  21. 21. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – Organic Discovery iOS GP •  Just announced re- engagement only •  Only on Google app and Google Chrome browser (i.e. no Safari) •  How will it work? My bet is on snooping your apps from these apps •  Wider support •  Been in testing for a few months •  Works natively •  Likely understands your apps from your Google account
  22. 22. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – The Uptake
  23. 23. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – The Uptake 1-3%of all apps
  24. 24. searchmarketingexpo.com @iseff #SMX #22A Deeplinking Today – Results https://developers.google.com/app-indexing/partners/case-study-one-pager.pdf
  25. 25. searchmarketingexpo.com @iseff #SMX #22A Contact Ian Sefferman General Manager, TUNE Marketing Console @iseff iseff@tune.com http://tune.com
  26. 26. searchmarketingexpo.com @iseff #SMX #22A

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