This week, Google announced a new initiative to help marketers better understand the impact of mobile on their businesses both online and off. The campaign, called "Full Value of Mobile," includes a Calculator tool as discussed here.
Google has now put out a handful of videos related to the initiative, which we've compiled below.
This one is aimed at showing you how an in-store purchase can originate with a search on a smartphone:
The next one shows how replacing a shredded suit was made possible through a purchase on a mobile website.
This one shows how a spontaneous party was made possible with purchases made via phone calls:
This one shows the purchasing of a new dog collar on a laptop based on research done on smartphone after "being inspired while out and about."
This one shows how a pizza order from a smartphone app led to a romance:
The last one includes all of the above stories in one.
"Customers' constant connectivity through mobile has created new paths to purchase that start on their smartphones," Google says of the video. "They can call a business, download apps, look for store directions, buy on a mobile website or continue on a different website . As a marketers, it is key that you account for all these new types of conversion and understand the return on investment you're getting from your mobile efforts. This video, 'How they got there', is a short story told backwards that will show you 5 ways in which mobile can drive value for your business."