Mobile Web use is on the rise and expected to exceed traditional desktop browsing by 2015. Many companies are struggling to understand this platform and the marketing strategies that will succeed with these devices. Recently, Google released its Mobile Playbook to help businesses get a fix on the mobile revolution and ensure they are not left behind when their competition finds ways to optimize these platforms.
Google’s Mobile Playbook
Not content to merely talk the talk, Google presents this playbook, subtitled The Busy Executive’s Guide to Winning with Mobile, in a variety of formats that are friendly for tablets, smartphones, desktops, and even offline reading. The book’s chapters address five primary questions Google recommends organizations should address when designing a mobile strategy.
- How does mobile change our value proposition?
- How does mobile impact our digital destinations?
- How is our organization adapting to mobile?
- How should our marketing adapt to mobile?
- How can we connect with our tablet audience?
No Easy Answers
Google’s Mobile Playbook does not offer simple solutions or step-by-step guidelines for designing a mobile site or application. Instead, the book stresses the importance of creating a mobile presence and then optimizing for the audience. Real-life examples from brands like Coca-Cola, Starbucks and Priceline illustrate early mobile successes and offer ideas for engaging mobile users.
Mobile is a Different Animal
Many companies design mobile sites as simplified versions of their traditional websites but fail to capitalize on a mobile audience’s different needs and motivations. Even within the mobile world, companies have found that tablet users behave differently than smartphone users. Only with testing can companies find the right language and rich media to optimize these marketing streams.
With this playbook, Google encourages companies to see the possibilities for reaching new customers and snatching sales from the jaws of their competition. Recommendations include:
- Launching a mobile site as soon as possible.
- Designing from the perspective of the mobile user.
- Testing to optimize goals.
- Creating an app that entertains or informs.
- Building apps for the most popular platforms.
Google also recommends assigning someone to oversee a company’s mobile strategy and help ensure that the proper resources are available for leveraging these platforms. This mobile champion can keep the focus on the new media by reviewing segregated data and seeking device-specific insights. With a strong mobile champion, a company can develop successful mobile initiatives that complement traditional media campaigns, rather than merely tacking mobile on to the marketing strategies already in place.