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The Mobile Marketing Guide for Entreprise

The Mobile Marketing Guide for Entreprise

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Published by Sumit Roy
Why Consumers Interact with Mobile ; top 5 Insights on the Mobile Ecosystem
Why Consumers Interact with Mobile ; top 5 Insights on the Mobile Ecosystem

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Published by: Sumit Roy on Sep 14, 2012
Copyright:Attribution Non-commercial

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09/14/2012

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Check out our website,thinkwithgoogle.com/mobileplaybook/uk
The Google UK Guide to Winning with Mobile
 
thinkwithgoogle.com/mobileplaybook/uk
2
introduction
Pg. 3
WIN THE MOMENTS THAT MATTER
h es be ge  e s?
Pg. 4
>Serving the mobile customer>The local mobile consumer>The price transparency challenge
WIN THE MOMENTS THAT MATTER
h es be   g ess?
Pg. 11
>Mobile-optimised websites>Branded mobile apps
MAKE BETTER DECISIONS
is  gs g  be?
Pg. 16
>Mobile accountability and ownership
GO BIGGER, FASTER
h s  eg   be?
Pg. 20
>Search strategy>Mobile for brand building>Marketing channels
GO BIGGER, FASTER
h  e e   be ee?
Pg. 28
>Tablet strategy
concluSion
Pg. 33
additional rESourcES
Pg. 35
taBlE oF contEntS
0102030405
 
thinkwithgoogle.com/mobileplaybook/uk
3
ver the past year at Google,we’ve had the chance to discussthe mobile revolution withhundreds of marketers, andthe same theme consistentlyemerges from these conversations:for the majority of businesses we speakwith,
the question is no longer“Why should I invest in mobile?”—we’ve all read statistics about thetremendous adoption of mobile andtablet devices—but “How should Iinvest in mobile?”
We created this Mobile Playbook in
order to help you nd answers.Every company is dierent, but similar
questions emerged from thosehundreds of meetings. We’ve distilled
them down here into the ve crucial
mobile questions that every businessexecutive should be asking today.We also suggest strategies you canemploy to answer each of them:benchmarking the competition,understanding how your customer isusing mobile through focus groupsand surveys, setting aside budget tolearn and iterate, talking to your agencypartners, and securing the internalresources to get the work done andthe conclusions implemented.
0
 
Our goal is to help companies at alllevels of mobile sophistication andexperience to adopt the concretemobile strategies that can help youwin—and we don’t just mean, “winin mobile”. The mobile revolutionis sailing ahead at full steam, and
embracing
 
mobile can help you winthe moments that matter, makebetter decisions, and go bigger,faster.
But as with any journey, you’vegot to start somewhere.At Google, we believe that yoursuccess in mobile will determinethe future of your business. As ourExecutive Chairman Eric Schmidtrecently put it: “I don’t think peoplereally understand how powerfulmobile is going to be. [It will be] muchmore powerful than the desktop.
introduction 
Mobile Changes
Eeg
 
Fe  be qess
that every business executive shouldbe asking today”

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