• by Mark Walsh  @markfwal, May 14, 2012

Taking the podium to lead off OMMA Mobile is Tim Reis, head of Mobile & Social Solutions for Google, on hand to lay out the company’s new mobile playbook for marketers. The guide focuses on 5 key questions brands should ask themselves approaching the medium, starting with how mobile changes the value proposition. As an example, he highlights a Hotels.com ad where someone jumping out of a plane is able to book a room via his smartphone before pulling the parachute. The key takeaway is to look at what the authentic story of your brand is and how you connect with a device with that.

A second question is how mobile impacts the digital destination. The main point is to optimize your mobile site and not just focus on building apps, which people tend to abandon after 90 days.