Google’s Mobile Playbook Aims To Educate, Simplify Mobile For “Busy Executives”

Earlier this week Google launched the “Mobile Playbook,” a manifesto of sorts that seeks to explain mobile and why it’s now critical for all marketers to embrace the channel in earnest. Designed to be succinct but comprehensive the document is full of data, anecdotes and case studies that illustrate why it’s so important to have a mobile strategy, website and/or app.

Subtitled “The Busy Executive’s Guide to Winning with Mobile,” the document aims to accelerate the embrace of mobile marketing adoption and optimization among companies that have thus far been slow on the uptake.

In addition, yesterday Google released what it considers the “key takeaways” from the Mobile Playbook. Verbatim here they are from the Google Mobile Ads Blog:

  1. Define your value proposition by determining what your consumer wants to do with your business in mobile. Benchmark against others in your industry for ideas.
  2. Build a mobile website. Once you have a mobile website, check the stats and optimize based on consumer usage.
  3. Build an app for a subset of your audience after your mobile site strategy is in place. Don’t forget to promote your app.
  4. Assign a Mobile Champion in your company and empower them with a cross-functional task force.
  5. Set up a meeting with your agencies about what’s working and what’s not for your brand on mobile and tablets.
  6. Search for your brand in mobile, as a consumer would. Take 5 minutes and do this today. What’s working?  What’s not?
  7. Separate mobile-specific search campaigns from desktop search campaigns so you can test, measure and develop messaging specific for mobile.
  8. Run rich media HTML5 ads to extend your branding message to reach the mobile audience.
  9. Assign everyone in your marketing org the action item of reviewing their programs through a mobile lens.
  10. Check out your tablet consumer’s experience with your brand. Take 5 minutes today and search for your brand on a tablet as a consumer would. What’s working? What’s not?  Maximize the tablet environment with rich media creative.

Related Topics: Channel: Mobile Marketing | Google: Android | Google: Marketing | Google: Mobile


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • iboats Boating

    Mobile is taking over our clunky desktops. If we don’t pay attention, mobile will leave the big websites in the dust.

  • Kenneth von Rauch

    The real crucial ting is to actually make sure that your users need a mobile version of your site. For example, if you site is about WordPress and how to tweak it up, I can’t really see much sense in a mobile version, but on the other hand if your site is about learning, say, Spanish online in that case it really makes sense. 

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