- How does mobile change our value proposition?
- How does mobile impact our digital destinations?
- Is our organization adapting to mobile?
- How should our marketing adapt to mobile?
- How can we connect with our tablet audience?
Over the past year at Google, we’ve had the chance to discuss the mobile revolution with hundreds of marketers, and the same theme consistently emerges from these conversations: for the majority of businesses we speak with, the question is no longer “Why should I invest in mobile?” – we’ve all read statistics about the tremendous adoption of mobile and tablet devices – but “How should I invest in mobile?”
We created this Mobile Playbook in order to help you find answers. Every company is different, but similar questions emerged from those hundreds of meetings. We’ve distilled them down here into the five crucial mobile questions that every business executive should be asking today. We also suggest strategies you can employ to answer each of
them: benchmarking the competition, understanding how your customer is using mobile through focus groups and surveys, setting aside budget to learn and iterate, talking to your agency partners, and securing the internal resources to get the work done and the conclusions implemented.
Our goal is to help companies at all levels of mobile sophistication and experience to adopt the concrete mobile strategies that can help you win – and we don’t just mean, win in mobile. This space isn’t a sandbox anymore; the mobile
revolution is sailing ahead at full steam, and your customers are on board. Embracing mobile can help you win the moments that matter, make better decisions, and go bigger faster, but you’ve got to start somewhere.
Consumers can now use smart-phones and tablets to interact with businesses 24/7, from anywhere - at home, at work, on a bus. And companies that embrace this always-on behaviour - the taxi service Hailo with mobile pickups, Pingit and Marks & Spencer for food delivery, and Hotels.com’s app for last-minute bookings - can disrupt entire industries.
Mobile site builder Digby reports that across all the mobile sites they have built, mobile customers use store locators 63 times for every one mobile commerce order (making these locators a valuable addition to almost any mobile-enabled website); our data suggests that roughly a third of all searches have local intent5.
Smartphones haven’t just transformed how people find your business; they’re also changing what they do inside your four walls - what Asda owner Mike Duke calls the "new era of price transparency.” Almost half of all consumers use smartphones for in-store product research and browsing4, and according to InsightExpress, 53% of men and 38% of women say they use smartphones in-store to check prices at other stores5. Retailers have no choice but to react to this highly disruptive “showrooming,”6 which turns physical locations into showrooms for products destined to be purchased online or via mobile.
We've seen retailers choose one of three strategies
IMPROVE THE IN-STORE
CREATE AND STOCK UNIQUE PRODUCTS OR BUNDLES
EMBRACE MOBILE USAGE WITHIN YOUR STORE
Do you have a mobile-optimised website? If you don’t, this should be your top priority for engaging mobile customers. 57% of users say they won’t recommend a business with a poorly-designed mobile site, and 40% have turned to a competitor’s site after a bad mobile experience.13 Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers. Visitors to your mobile site may be at a different point of the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or putting obstacles between them and what they seek?
OF USERS SAY THEY WON'T RECOMMEND A BUSINESS WITH A POORLY DESIGNED MOBILE SITE
HAVE TURNED TO A COMPETITOR'S SITE AFTER A BAD MOBILE EXPERIENCE13
TAP TO SEE THE
SEATWAVE CASE STUDY
CLICK HERE TO SEE THE
SEATWAVE CASE STUDY
Now that you’ve built your mobile site, your next step is to start using apps to enrich your relationships with your users. A full 91% of companies featured in Interbrand’s 2011 Best Global Brands have a presence in at least one of the major app stores - a figure that’s up 51% from 18 months ago.17 Let’s be clear, though: having an app is not the same as having a mobile strategy. An app is essentially a bookmark for users who want to engage with you, but the majority of your traffic is likely coming from the web, not from brand-loyal power users who’ve downloaded your app. Your mobile website is also accessible by users across all devices, while apps must be designed for specific platforms.
OFFER USERS ENTERTAINMENT,
UTILITY OR BOTH.
DESIGN YOUR APP FOR THE
LARGEST MOBILE PLATFORMS.
PROMOTE YOUR APP...
TIP: DON'T NEGLECT "PUSH.”
Now that you’ve determined how you can win moments that matter with your mobile customers by adapting your value proposition for the mobile consumer and bringing it to life in a mobile website and app, aligning your organisation will help you enable better decisions to promote the growth of your business.
Our next question is a simple one. Who exactly holds the mobile mantle in your company? At Google, our chairman Eric Schmidt’s “Mobile First” principle calls on every team, from ads to maps to Doubleclick to YouTube, to include mobile in their product and business plans. While we can suggest the right questions you should be asking, only you and your organisation will be able to determine the answers that are right for your business.
Does your team have a sufficient sense of urgency around the topic? How will you ensure mobile is a consideration for all of your teams? How will you answer the key questions we’ve outlined in order to win the moments that matter, enable better decisions
around your mobile strategy and constantly innovate? It all starts with asking the right questions and selecting the right team to determine and implement the answers.
Here are some of the questions that could help your organisation
UPGRADE ITS MOBILE PROGRAMMES,PLATFORMS AND CAPABILITIES
Without focus and accountability, interdepartmental conflicts can arise and stifle your business. One of our clients explained that its call centre team was given credit for calls driven to the mobile site’s click-to-call, but the digital marketing team was only credited for
form fill leads. Click-to-call may drive mobile orders, but how many opportunities are missed if the digital marketing team isn’t also accountable?
With mobile search ads, you can reach consumers when they’re searching for your product in the physical world. When a consumer types “buy jeans in Manchester”, he’s asking a question which good ads will answer. Try a few searches from your smartphone — “best mileage hatchback”, “Nintendo DS”, “fast
recipe dinner”, “restaurants in Birmingham”. Who finds you and what do they say? Remember, convincing a shopper who’s searching for a flat- screen TV on mobile from inside a major retail store to instead buy online from you could be as simple as adding, “We’ll remove your old TV!” to your mobile search ad.
It’s important to note that these searches are incremental to your desktop search traffic. These are different searches that create new opportunities for your business.
With mobile, we are no longer seeing consumers taking linear e-commerce paths that begin and end on the same device: while many users start their journey on mobile and complete purchases on the phone, many also start on mobile and end up buying in-store or on different devices. As a marketer, it is crucial that you start measuring and assigning value to all mobile conversions so you don’t under-invest in mobile.
The mobile audience is at scale: smartphone penetration has reached 51% in the UK, 44% in the US, 38% in France, and 29% in Germany.21 Every day mobile users play 570 years of Angry Birds and watch 600 million videos on YouTube Mobile; in fact, mobile is the primary way that 75% of these users access YouTube content. Yet mobile is the most imbalanced medium when it comes to ad spending versus time spent, at 1% compared to 23%.22 Capturing all this new opportunity means exploring rich media - and now is the time to do it. New technology like touch screens, accelerometers
(which enables better animated media) and targeting that lets you reach the right users on their most personal devices are turning mobile into a branding wonderland. According to Nielsen, exposure to rich media ads across four screens – mobile, tablet, PC and TV – yields the best branding results; participants who saw ads across all four formats rated a campaign more favourably on key brand metrics than those who saw it only on TV, PC or both.23
As we’ve shown earlier in this section, advertisers are embracing mobile as part of their brand building efforts. The fact that mobile was a category at Cannes for the first time signals that mobile has truly arrived as a creative platform. Let’s take a closer look at what makes mobile so unique as a creative canvas, and how this creates unprecedented ways to engage consumers.
Finally, let’s quickly review the latest evolution of the digital platform:
THE EMERGING WORLD OF TABLET COMPUTING.
Tablet devices don’t yet offer tremendous audience reach, but that doesn’t mean you should overlook them. By 2014, 208 million tablets will be sold worldwide.27
ON STRATEGIES RELATED TO THE EMERGING WORLD OF TABLETS.
Hopefully by now you’re ready and eager to wield mobile tools to make your brand more valuable to increasingly tech-savvy consumers and spawn innovative marketing strategies that connect you with your customers in new ways. Imagine what you might be able to accomplish this year if you start right now.