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MARCH 4, 2015
WHAT MARKETERS
NEED TO KNOW
ABOUT DEEPLINKING
& SEARCH TODAY
Ian Sefferman
GM, App Store Analytics, TUNE
@is...
searchmarketingexpo.com
@iseff
#SMX #22d
About Me
Co-founder and CEO
General Manager
App Store Analytics
searchmarketingexpo.com
@iseff
#SMX #22d
About TUNE
The Leading Enterprise Mobile Marketing Platform
searchmarketingexpo.com
@iseff
#SMX #22d
App Store Search Today
App based, not content based
… which leads to more head te...
searchmarketingexpo.com
@iseff
#SMX #22d
App Store Search Today
Metadata Focused: title,
description, keyword field, icon,...
searchmarketingexpo.com
@iseff
#SMX #22d
Consumer App Search Behavior Today
searchmarketingexpo.com
@iseff
#SMX #22d
Consumer App Search Behavior Today
searchmarketingexpo.com
@iseff
#SMX #22d
Consumer App Search Behavior Today
searchmarketingexpo.com
@iseff
#SMX #22d
Consumer Mobile Search Behavior Today
Source: The Q4 2014 Performance Marketer’s ...
searchmarketingexpo.com
@iseff
#SMX #22d
Consumer Mobile Search Behavior Today
Source: The Q4 2014 Performance Marketer’s ...
searchmarketingexpo.com
@iseff
#SMX #22d
What Is Deeplinking?
Deeplinking allows one app
to connect directly to a piece
of...
searchmarketingexpo.com
@iseff
#SMX #22d
What Is Deeplinking?
searchmarketingexpo.com
@iseff
#SMX #22d
Deeplinking Today – Paid Acquisition
searchmarketingexpo.com
@iseff
#SMX #22d
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 #22d
Deeplinking Today – App-to-App
searchmarketingexpo.com
@iseff
#SMX #22d
Deeplinking Today – Organic Re-engagement
searchmarketingexpo.com
@iseff
#SMX #22d
Deeplinking Today – The Uptake
searchmarketingexpo.com
@iseff
#SMX #22d
Deeplinking Tomorrow?
Deeplinking tomorrow will feature
organic discovery at its ...
searchmarketingexpo.com
@iseff
#SMX #22d
Contact
Ian Sefferman
General Manager, App Store Analytics
@iseff
iseff@tune.com
...
searchmarketingexpo.com
@iseff
#SMX #22d
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What Marketers Need to Know About Deeplinking & Search Today

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Search Inside The App: From Google To Bing. PRESENTATION: What Marketers Need to Know About Deeplinking & Search Today - Given by Ian Sefferman, @iseff - MobileDevHQ, CEO. #SMX #22D

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What Marketers Need to Know About Deeplinking & Search Today

  1. 1. MARCH 4, 2015 WHAT MARKETERS NEED TO KNOW ABOUT DEEPLINKING & SEARCH TODAY Ian Sefferman GM, App Store Analytics, TUNE @iseff
  2. 2. searchmarketingexpo.com @iseff #SMX #22d About Me Co-founder and CEO General Manager App Store Analytics
  3. 3. searchmarketingexpo.com @iseff #SMX #22d About TUNE The Leading Enterprise Mobile Marketing Platform
  4. 4. searchmarketingexpo.com @iseff #SMX #22d 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 #22d 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 #22d Consumer App Search Behavior Today
  7. 7. searchmarketingexpo.com @iseff #SMX #22d Consumer App Search Behavior Today
  8. 8. searchmarketingexpo.com @iseff #SMX #22d Consumer App Search Behavior Today
  9. 9. searchmarketingexpo.com @iseff #SMX #22d Consumer Mobile Search Behavior Today Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software
  10. 10. searchmarketingexpo.com @iseff #SMX #22d Consumer Mobile Search Behavior Today Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software
  11. 11. searchmarketingexpo.com @iseff #SMX #22d 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.
  12. 12. searchmarketingexpo.com @iseff #SMX #22d What Is Deeplinking?
  13. 13. searchmarketingexpo.com @iseff #SMX #22d Deeplinking Today – Paid Acquisition
  14. 14. searchmarketingexpo.com @iseff #SMX #22d 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
  15. 15. searchmarketingexpo.com @iseff #SMX #22d Deeplinking Today – App-to-App
  16. 16. searchmarketingexpo.com @iseff #SMX #22d Deeplinking Today – Organic Re-engagement
  17. 17. searchmarketingexpo.com @iseff #SMX #22d Deeplinking Today – The Uptake
  18. 18. searchmarketingexpo.com @iseff #SMX #22d Deeplinking Tomorrow? Deeplinking tomorrow will feature organic discovery at its core: helping connect consumers and apps before the app has been installed. APIs will form the backbone of the system between apps and crawlers.
  19. 19. searchmarketingexpo.com @iseff #SMX #22d Contact Ian Sefferman General Manager, App Store Analytics @iseff iseff@tune.com http://tune.com
  20. 20. searchmarketingexpo.com @iseff #SMX #22d

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