Earlier this year, Google released a compilation of information and research on mobile marketing: The Mobile Playbook. The document serves to answer the many questions of how and why companies should invest in mobile by reviewing 5 key questions businesses should be asking today:

1)    How does mobile change our value proposition?

  • Define your value proposition by determining what your customer wants to do with your business in mobile. Benchmark against others in your industry for ideas.
  • Local is key; 95% of smartphone users have searched for local information
  • Use contextually targeted ads. You can reach consumers when they’re searching for competitive products.

2)    How does mobile impact our digital destinations?

  • A mobile-optimized website is critical. 57% of users 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.
  • Mobile apps can also be used to enrich relationships, but must offer unique value through entertainment or utility and must be promoted
  • Google offers a helpful resource for mobile website optimization at www.HowToGoMo.com

3)    Is our organization adapting to mobile?

  • Ensure that mobile is a key metric in analytics reviews (i.e. what % of web traffic and search queries come from mobile?) and optimize based on the data
  • Monitor the competition’s mobile investments

4)    How should our marketing adapt to mobile?

  • Google has seen mobile search queries grow 5 times in the past two years (including 30% of all restaurant searches and 25% of all movie searches)
  • What is the experience like for a customer trying to find/connect with your brand on mobile devices? Search for the brand on mobile and analyze the experience.
  • Separate mobile-specific search campaigns from desktop campaigns to better test, measure, and develop specific messaging for mobile

5)    How can we connect with our tablet audience?

  • Tablets currently offer a smaller reach, but a unique audience. 72% of tablet owners make purchases from their devices on a weekly basis.
  • Know how tablet users will experience your business. Create a unique experience and take advantage of the platform through interactivity with the touch screen, camera, or accelerometer.

The full website/document offers a checklist of mobile action items, detailed case studies, as well as additional statistics and key tips, and can be found at www.themobileplaybook.com. Do you agree with Google's mobile assessment? Leave your thoughts in the comments below.