Wednesday, October 09, 2013

Best practices for succeeding with mobile

New Mobile Playbook offers blueprint for winning over the constantly connected consumer

Consumers continue to embrace smartphones and constant connectivity at breakneck speed. Over the past two years, smartphone penetration in the US nearly doubled from 31% to 56%1 while smartphones as a percentage of new handset sales have surged from 50% to 85%.2

As people continue to make their smartphones a central part of their everyday lives, marketers have increasingly woken up to this consumer reality, but many still struggle with how to focus their efforts. To address this, we released The Mobile Playbook last year to help marketers better understand how they can win with mobile. And just as the industry has changed over the last year, we know that the best practices and considerations for winning in mobile have evolved too, which is why we’re relaunching The Mobile Playbook today.
We’ve spoken to hundreds of marketers to understand what mobile areas they still struggle with, talked with leaders from around the industry, and searched high and low for the best examples of businesses that have succeeded in creating great mobile experiences.

The Mobile Playbook outlines five questions every business should address when it comes to developing successful mobile strategies:
  • How does mobile change our value proposition?
  • How does mobile impact our digital destinations?
  • Is our organization adapting to mobile?
  • How should our marketing and attribution adapt to mobile?
  • How can we connect with multi-screening audiences?
The second edition also dives deeper into areas of concern for today’s advertisers, like:
  • How to address the showrooming challenge head on.
    Industry veteran Michael Scharff shares strategies on how retailers can address showrooming, where mobile consumers use physical stores to check out products in person but end up buying them online or somewhere else. Scharff touches upon strategies such as selective price-matching and ideas on how to enhance the in-store experience for mobile consumers.
  • The age-old question of when to build a mobile website and when to build a mobile app.
    A mobile site is still the #1 priority. Advanced marketers are now taking a step further by tapping into the full potential of apps to deepen customer relationships and drive repeat sales or customer loyalty.
  • What it really means to build multi-screen marketing campaigns.
    84% of all multi-screen shopping experiences involve mobile, and most of these interactions start on a mobile device.3 Marketers now need to see mobile as the first screen when it comes to integrated, multi-screen campaigns. Brands like American Apparel and My M&Ms share how they made mobile core to their broader digital marketing efforts.
  • How marketers can really understand the full value of their mobile efforts across devices, calls and in stores.
    Marketers now are realizing that mobile doesn’t have a conversion problem, but a measurement problem. We’re seeing more examples of companies, like Myntra, adidas and Extra Space Storage, identify and measure all of the ways that mobile is driving value for their businesses and building new attribution models to make sure they’re investing correctly in mobile.
The new Mobile Playbook is now available from Google’s Think Insights site. We hope that the playbook will give marketers more tools and insights on how to succeed in mobile, especially as we enter the holiday shopping season. In the coming months, we’ll also post new articles on Google’s Think Insights, going deeper on mobile best practices and examples of companies who are leading the way.

Posted by Jason Spero, Director of Global Performance Solutions

1 Google & Ipsos Our Mobile Planet, 2011-2013
2 Mary Meeker Internet Trends Presentation 2013
3 Google & Ipsos Multi-screen Consumer Research, 2012