Intelligent links provide you with all sorts of cool features that allow you to sharpen your digital marketing strategy. Perhaps one of the most powerful of these is Targeting.
Targeting: What is it?
A standard link like http://www.amazon.com/Oh-Places-Youll-Dr-Seuss/dp/0679805273/ref=sr_1_1 or short URL like http://amzn.to/1YmiHib serves one primary purpose: to get the end user to a specified destination on the web. The short URL provides a few basic advantages over the standard URL — 1) It allows you to shorten that long, ugly link, and 2) it provides you with some very basic reporting of the clicks on that link.
For an e-commerce buyer, or one of your website visitors, the experience they expect when clicking a link is always the same: “that seems to be what I want to see or buy, take me there!“
Targeting is a feature of an intelligent link that gives you the power to create a single link to multiple destinations instead of just one. Targeting is offered by several link management services and allows you to customize your audience’s experience based on their device type, operating system, location, and more.
Why is Targeting Important?
Your audience is in different places, on different devices, and using different operating systems. They want to consume things differently. A regular link, or non-intelligent short link, is only able to send your users to a single destination. This can lead to a bad experience for a large fraction of your audience.
With targeting you can cater to your entire audience, no matter how fragmented, with a single intelligent link.
You’ve dedicated substantial time, money, and other resources to your marketing campaigns. Targeting ensures that you aren’t wasting those efforts by serving a percentage of your audience with a broken experience.
How it Works
Targeting allows you to define multiple rules with different destinations, within the intelligent link itself. These specific rules vary depending on which intelligent link service you are using, but oftentimes include targeting based on country, device, operating system, language, or other factors.
Once you define these rules, the link management service will automatically redirect each visitor to the appropriate destination based on the rules you specified within the link.
For example, if you’re linking to an app, you can create an intelligent link to send people on Apple devices to the iOS or Mac App Store, Windows devices to the Windows Store, Kindle devices to Amazon, and Android devices to the Google Play Store. If you’re linking to a product that is available in different e-commerce stores throughout the world, you can send people in different countries to the right store for their specific locale.
Where can I find it?
Intelligent linking services with the ability to target your links include Geniuslink, Hive, and SmartURL.