Google Mobile Playbook Second Edition
Mobile is more central to success than ever before. Most executives know this, but many get hung up on what to do and how to do it.
This is the message from Google’s second version of The Mobile Playbook.
Essentially, Google shares the latest best practices and strategies for winning in mobile, including:
- Addressing the price transparency challenge.
- Deciding when to build a mobile site vs. a mobile app.
- Building multi-screen marketing campaigns.
It’s a quick read, full of nuggets that can help both individuals and teams shape their mobile strategies.
Key Lessons from the Playbook
Mobile-specific needs
- What do your mobile customers need most from your business?
- Focus your value proposition on those essentials.
Build for mobile-first, not desktop-lite
- A mobile-focused, optimized website is critical.
- Consider building a dedicated app for loyal customers.
Build mobile accountability
- Empower a Mobile Champion inside the company, supported by a cross-functional task force.
- Recognize mobile as a core and growing segment of the business.
Mobile-specific performance indicators
- Use contextual signals like location, proximity, and time of day to refine mobile marketing.
- Don’t undercount mobile: go beyond e-commerce conversions and attribute mobile’s full value as a driver for other channels.
- Run mobile video and rich media ads to engage audiences.
A Visual Insight
The Mobile Playbook highlights the mobile path to purchase, showing how consumers move fluidly between devices. Brands that prioritize mobile-first strategies are best positioned to capture these opportunities.
