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MARCH 4, 2015
WHAT MARKETERS NEED TO KNOW ABOUT DEEPLINKING & SEARCH TODAY
Ian Sefferman GM, App Store Analytics, TUNE
@iseff
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@iseff #SMX #22d
About Me
Co-founder and CEO
General Manager
App Store Analytics
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@iseff #SMX #22d
About TUNE
The Leading Enterprise Mobile Marketing Platform
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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
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App Store Search Today
Metadata Focused: title,
description, keyword field, icon,
screenshots, rating, reviews, etc.
Not Content Focused: Nothing
within the app at all.
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Consumer App Search Behavior Today
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Consumer App Search Behavior Today
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Consumer App Search Behavior Today
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Consumer Mobile Search Behavior Today
Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software
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@iseff #SMX #22d
Consumer Mobile Search Behavior Today
Source: The Q4 2014 Performance Marketer’s Benchmark Report by Marin Software
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.
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What Is Deeplinking?
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Deeplinking Today – Paid Acquisition
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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
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Deeplinking Today – App-to-App
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Deeplinking Today – Organic Re-engagement
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Deeplinking Today – The Uptake
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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.
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Contact
Ian Sefferman General Manager, App Store Analytics
@iseff
http://tune.com
searchmarketingexpo.com
@iseff #SMX #22d
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