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 dierent, 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.
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
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.”
Fe be qess
that every business executive shouldbe asking today”