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the mobile playbook - 谷歌手把手教你做移动互联网
If you can, check out the website, , from a tablet device
Jason Spero
with Johanna Werther
TABLE OF CONTENTS
INTRODUCTION Pg. 3
WIN MOMENTS THAT MATTER
01 How does mobile change our value proposition? Pg. 4
Serving the mobile customer The local mobile consumer The price transparency challenge
WIN MOMENTS THAT MATTER
02 How does mobile impact our digital destinations? Pg. 12
Mobile-optimized websites Branded mobile apps
MAKE BETTER DECISIONS
03 Is our organization adapting to mobile? Pg. 17
Mobile accountability and ownership
GO BIGGER, FASTER
04 How should our marketing adapt to mobile? Pg. 21
Search strategy Mobile for brand building Marketing channels
GO BIGGER, FASTER
05 How can we connect with our tablet audience? Pg. 29
Tablet Strategy
CONCLUSION Pg. 34
ADDITIONAL RESOURCES Pg. 36
2
INTRODUCTION
Mobile Changes Everything
ver the past year at Google, Our goal is to help companies at all
we’ve had the chance to discuss levels of mobile sophistication and
the mobile revolution with experience to adopt the concrete
0hundreds of marketers, and mobile strategies that can help you
the same theme consistently win—and we don’t just mean, “win
emerges from these conversations: in mobile.”
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