Fit For Fight Scorecard - Mobile

This scorecard is a qualitative self-assessment tool that anyone in an organization can use to assess if they are setup for success to meet the demands of today’s communication landscape - specifically mobile. It’s based on what we at Google observe across industries to be winning strategies. Have fun, keep it simple and think BIG!

Principle Y/N Comment

Do you have a mobile optimized website?

Have you identified what your consumers need when they interact with your business through mobile and focused your value proposition accordingly?

Do you design your initiatives mobile-first?

Have you defined relevant mobile KPI’s?

Do you have a cross-device strategy? (desktop vs mobile vs tablet etc)

Do you track all conversions you can achieve through mobile and not only direct sales (click-to-call, store locator, app downloads etc)?

Have you assigned a value to the mobile engagements? (ex: what is the value of an app download?)

Do you work and learn always-on for mobile?

Do you have a mobile champion in your company?

Do you have mobile specific ad-formats/ad-assets?

Fit For Fight Mobile Appendix

This appendix adds some background to each principle in the Fit For Fight Mobile Scorecard

Do you have a mobile optimized website? Why - The consumer is already mobile - all day, every day. 65% of consumers begin their shopping activity on their mobile devices, 46% make purchases on their mobile devices and almost 50% of all YT viewing is through mobile. They expect mobile usage to be effortless, effective and seamless. What - Creating a great mobile experience for your users is key. 57% or users say they won’t recommend a business with a poorly-designed mobile site, and 40% have turned to a competitors site after a bad mobile experience. Designing for mobile requires taking a step back and re-considering the whole experience from the mobile user’s mindset and needs. How - First, identify what your mobile consumers need the most when they interact with your business. Focus your value proposition around those essential, mobile-centric use cases. Next step is to evaluate which implementation option works best for you when creating your mobile site. (responsive web design, dynamically serving different HTLM on the same URL, seperate mobile URL. Read more here.) Pick up your phone and do the same journey your customer would do through your brands desktop and mobile website. Do you get a fantastic experience? Are you making it easy for your customer to connect with you or are you putting obstacles between them and what they seek? If not, its time to do something about it. Success measure - A mobile friendly website launched which is tailored for your consumers need.

Have you identified what your consumers needs when they interact with your business through mobile and focused your value proposition accordingly? Why - All companies need to deeply understand what it means to serve their mobile consumers. The temptation to adapt a desktop strategy to fit mobile can be strong , but should be avoided. What - We need to engage with the consumer on their terms and understand the contextual signals of location, proximity, and time of day to refine the mobile marketing strategy and the user experience. Define your value proposition for users — the answer to the question, “Why should I visit your website and use your business?” What you offer users, what they expect from you, and what they can achieve at your site should all fit together. How - Identify what mobile consumers need the most when they interact with your business. Focus your value proposition around those essential, mobile-centric use cases. Step 1: Understand how customers currently interact with your site. Analyze the traffic on your website and get an understanding of where your customers come from. Step 2: Adapt your value proposition to customers need. The goal here is to tailor and rearrange content for specific audiences rather than removing it and offering a stripped down version of your website. Step 3: Study examples across and beyond your industry. Step 4: Evaluate which implementation option works best for you. (responsive web design, dynamically serving different HTLM on the same URL, seperate mobile URL etc) Step 5: Try and learn. On a regular basis, you should evaluate your site performance and optimize based on what you learn from your interactions. Success measure - The brand manager knows the mobile consumer by heart and has a strategy to answer the consumers need.

Do you design your initiatives mobile-first? Why - 84% of multi-screen experiences involve smartphones, and most of these interactions start with them. What - Marketers now need to see mobile as the first screen when it comes to integrated, multi-screen campaigns. How - Focus your web development on mobile and then work it back from there, optimising it for a tablet customer that is at home and a desktop customer that is in a more traditional experience. Success measure - The creative briefs you send to your agencies are mobile first.

Have you defined relevant mobile KPI’s? Why - To find out whether or not you are moving towards ambitious mobile goals, you need to define the small steps it takes to get there. Then you can keep track and take action to continuously move towards success. What - Define what mobile success would look like for your division/brand. Most likely, you already have an idea of what the first milestones should be, you just have to put numbers to it. How - Whichever works best for you, either have a dashboard that is easily updated and shared with your team or in other ways have a template that will give you the needed overview. Success measure - You know exactly what status quo is for any of your mobile objectives

Do you have a cross-device strategy? (desktop vs mobile vs tablet etc) Why - In a multi-screen world it’s critical to target the customers where they are, across all the devices they use, to ensure presence during the moments that matter. Today’s consumers are ready to connect with your business on screens of all types and sizes. That’s a huge new opportunity, but only if your website is designed to give customers what they need on smaller smartphone screens as well as tablets and desktops. What - Tailor the experience, don’t cripple it. Consumers want to see a tailored experience based on the device they use - but they still want a complete experience. Make sure you design for mobile, rather than simply taking content from your desktop site and making it fit on a mobile screen. Websites must fit the needs of customers on all screens, from desktop displays to handheld devices, and in all the moments that matter. Mobile is often the biggest missing piece in the multi-screen equation. How - Step 1: Understand how customers currently interact with your sites. Analyze the traffic on your websites and get an understanding of where your customers come from. Step 2: Adapt your value proposition to customers need. The goal here is to tailor and rearrange content for specific audiences rather than removing it and offering a stripped down version of your website. Step 3: Study examples across and beyond your industry. Step 4: Evaluate which implementation option works best for you. (responsive web design, dynamically serving different HTLM on the same URL, seperate mobile URL etc) Step 5: Try and learn. On a regular basis, you should evaluate your sites performance and optimize based on what you learn from your interactions. Success measure - The marketers in the organization knows the consumer different needs depending on what device they are on and has a strategy to answer that need.

Have you assigned a value to the mobile engagements? (ex: what is the value of an app download?) Why - Its important to not undercount the value from your mobile efforts. Mobile allows consumers to take action beyond just buying on the website. What - Make sure that you evaluate the full value including calls, cross device conversions, in-store visits, and app downloads! How - Set up conversion tracking on the mobile website. Measure and optimise all the time after the full value of mobile. Include also cross-device conversions when comparing number of sales per device. Success measure - Value has been assigned for all mobile engagements to your brands.

Do you work and learn always-on for mobile? Why - As with desktop sites, it’s a good idea to keep testing, analyzing and adjusting your mobile site to match new devices and new user viewing habits. What - Optimize, optimize, optimize. On a regular basis, you should evaluate your site performance and optimize based on what you learn from user interactions. How - Track analytics reports and run A/B tests on your content and flow to answer questions like: who are your mobile visitors?, what are they looking for?, are they having trouble finding it? etc. Schedule a monthly meeting where you review the dashboard and surface what you’ve learned. Then optimize and disrupt. Success measure - If you ask anyone in the marketing organization they are clear about what the top-3 learnings were last month.

Do you have a mobile champion in your company? Why - Mobile is ever changing and changing fast, so to ensure that your company is on top of mobile we recommend that you appoint a mobile champion that has passion for mobile and always keeps one eye on the mobile development. What - Build mobile accountability into your organization. For organizations where mobile represents a small but fast growing segment of the business, a centralized team dedicated to mobile is likely the best structure to help drive the company through early growth opportunities. For organizations where mobile already represents a significant share of the business, we’ve seen teams successfully pivot to a more decentralized footprint of mobile expertise, with mobile leaders being distributed across each and every team to maintain mobile growth. How - Whether the mobile champion’s team is centralized or distributed throughout the company, the champion needs full support from leadership in building a cross-functional task force. Success measure - Everyone in your company knows who the mobile champion is.

Do you have mobile specific ad-formats/ad-assets? Why - You need to be relevant on mobile and therefore have formats and assets tailored to convey mobile messages, and tailored to fit mobile platforms. What - Specific formats for mobile be it to promote in apps or on mobile sites. Also, think about how your mobile user is in a different mindset than your desktop user and adjust your text, image or video ad to captivate that mindset. How - Make it a habit to have mobile ads and messages created with your creative partner Success measure - You easily think mobile first when creating assets