Did you read our blog post regarding Google’s Mobile Playbook a couple of months ago? We reviewed the first five of ten action items and promised to review the last five items.
Before we discuss the final five steps, let’s review the first five.
- Search for your brand on your mobile phone as a consumer would. Take five minutes and do this today. What’s working? What’s not?
- Assign a mobile champion in your company and empower them with a cross-functional task force.
- 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.
- Build a mobile website. Once you have a mobile website, check the stats and optimize based on consumer usage.
- Build an app for a subset of your audience after your mobile site strategy is in place. Don’t forget to promote your app.
At this point, your programmer is hard at work building your mobile website and perhaps an app. Here are the next steps Google proposes in the Playbook.
1. Separate mobile-specific search campaigns from desktop search campaigns so you can test, measure and develop messaging specific to mobile.
This example illustrates mobile-specific messaging perfectly. This simple refinement leverages the fact that 84 percent of mobile searches take place in a car while consumers are on-the-go. (Telenav, 2011) By adding a call to action relevant to mobile Web browsing, the ad is more compelling.
Test the success of keywords based on the click-thru rate found in your paid search platform, like Google AdWords or Bing Ad Center. Mobile, desktop and tablet are separated for easy and accurate evaluation. The higher the CTR, the more often the search engine, like Google, will serve your ad.
2. Run rich media HTML5 ads to extend your branding message to reach the mobile audience.
Previously, Adobe Flash was required on the mobile phone to view and engage with video-rich advertisements for the mobile Web; however, Flash is not installed on Apple iOS devices like the iPad, iPhone and iPod Touch or any Android devices. Now HTML5 code enables ad interaction from mobile devices without Flash.
This means you can leverage website or landing page video on your mobile site to captivate and further engage your audience.
3. Check out your tablet consumer’s experience with your brand. Just like you did with your smartphone, take five minutes 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.
Simply put, you need a third website that is optimized for tablet devices. You stripped down your website for mobile devices, and now you need to add more to the mobile site, but not as much as your site for desktop. Here is where you can really get creative with rich media and interactive games based on the way people are using tablets. These uses can be found in available research, or you can contact us to help you find relevant statistics.
4. Set up a meeting with your agencies about what’s working and what’s not for your brand on mobile and tablets.
Perhaps you have already engaged with your advertising agencies regarding mobile platforms. If not, be sure to enlist their expertise. Use your rich media brand campaigns across mobile to give each a boost. Create new coupons, contests, trivia and other campaigns specific to mobile to drive consumer engagement.
By now, your advertising agencies have hopefully been trying to talk mobile with you.
5. Assign everyone in your marketing team the action item of reviewing their programs through a mobile lens.
Similar to optimizing your website for mobile and tablet devices, enlist the support and buy-in from others in your organization to think mobile when it comes to consumer-facing communication. How will it appear on a tiny mobile device? Your email blast promoting 50% off summer clearance sale with lots of product photos is beautiful on your website, but how do all those pictures look on a mobile device? Also consider the purchase process. Does it require many steps, and if so, can those be simplified and pared down for mobile? If there are links, do they lead to mobile optimized pages?
Hopefully, our review of Google’s Mobile Playbook has helped make your mobile vision a bit clearer. Read the Playbook and check out our recent mobile webinar. If you still have questions, please contact us—no obligation. We enjoy consulting and sharing our wisdom.