the mobile playbook - 谷歌手把手教你做移动互联网.pdf

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.”