Commentary
The New Age of Mobile Discovery: Forget The Old Assumptions On How Content Gets Shared
- by Tanya Gazdik , Staff Writer, April 27, 2015
"There's so much low hanging fruit around this," says Ryan Unger, co-founder and CTO of Punchkick Interactive, adding that analyzing user behavior, particiuarly pain points, is important in helping to find hot spots or friction points.
If you Google for "Home Depot electrical cord" you'll see an example of deep linking, says Sean Kainec, senior manager, search engine optimization, The Home Depot, adding that one of his motivations in beating the paid search partners on clicks.
Downloading the Home Depot app is like having an orange-apron-wearing customer service person in the palm of your hand, he adds.
"Deferred deep linking" is if a brand hotlinks to something within its app that leads a customer who doesn't have the app installed already to the app, explains Curt Odar, director of mobile product management Living Social. Brands have to be careful not to disrupt the mobile experience because such linking might start prompting the user for login, etc. which will drive them away from whatever they were looking for originally.
There should be more emphasis on shorter form content because people engage quickly, says Amanda Taubman, director of mobile strategy at Horizon Media.
Senior reporter Tanya Gazdik covers automotive, sports and pets for MediaPost's "Marketing Daily." She is the chief programmer for MediaPost's Marketing: Automotive conferences and is the lead juror for MediaPost's annual Marketing: Automotive awards. She previously was the deputy editor of MediaPost, animal welfare reporter at "The (Toledo) Blade," Detroit bureau chief of "Adweek" and associate editor at "Ward's Automotive Reports" and "Ward's AutoWorld."
