Google Mobile Playbook

Predictably, the Google Mobile Playbook, which provides advice for businesses about how to go about creating and using mobile webistes, is optimized for viewing on a tablet. Too clever by about half. Some applications naturally are optimized for mobile use, others for content creation, others for consumption mostly in a relaxed setting. 


The key bits of advice:

• Define your value proposition by determining what your consumer wants to do with your business in mobile. Benchmark against others in your industry for ideas.
• Build a mobile website. Once you have a mobile website, check the
  stats and optimize based on consumer usage.
• Build an app for a subset of your audience after your mobile site
  strategy is in place. Don’t forget to promote your app.
• Assign a Mobile Champion in your company and empower them with a cross-functional task force.
• Set up a meeting with your agencies about what’s working and what’s not
  for your brand on mobile and tablets.
• Search for your brand in mobile, as a consumer would. Take 5 minutes
  and do this today. What’s working? What’s not?
• Separate mobile-specific search campaigns from desktop search campaigns so you can test, measure and develop messaging specific for mobile.
• Run rich media HTML5 ads to extend your branding message to reach the mobile audience.
• Assign everyone in your marketing org the action item of reviewing their programs through a mobile lens.
• Check out your tablet consumer’s experience with your brand. Take 5 minutes today and search for your brand on a tablet as a consumer would. What’s working? What’s not? Maximize the tablet environment with rich media creative.