The Third Screen: Marketing to Your Customers in a World Gone Mobile - Softcover

Martin, Chuck

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9781857885743: The Third Screen: Marketing to Your Customers in a World Gone Mobile

Softcover

ISBN 10: 1857885740 ISBN 13: 9781857885743

Publisher: Nicholas Brealey America, 2011

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Chuck Martin takes readers on a journey from the creation of the first screen to the revolutionary third. Martin describes the cultural and social changes incurred by the first screen (the television) and the second screen (the personal computer), opening up his discussion of how the third screen—the mobile device—is redefining the role of the consumer.

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From the Inside Flap:

The Third Screen defines the strategies and tactics businesses will need in a world gone mobile. Marketers and businesspeople who don’t understand the untethered consumer—on the move, always on—risk becoming obsolete. This breakthrough book links the technological developments of m-commerce to the behavioral changes that accompany them, and reveals how key mobile innovators (representing large and small brands) are becoming the mobile platform providers of the future.

Bestselling author Chuck Martin guides readers through the uses of SMS and MMS (with video) messaging, apps (when to use and not to use), location-based marketing, and the components of social media that have “gone mobile.” The new laws of inbound mobile marketing are laid out in full, equipping brand managers, chief marketing executives, and business owners looking to connect with their customers with the full range of mobile marketing options. Learn how Big Brands such as PepsiCo, ING Direct, and Lexus have partnered with mobile start-ups like Foursquare, Scroll-Motion, and Crisp Wireless to change the face of marketing as we know it.

From the Back Cover:

With the “first screen” –the television—companies sent ads directly into consumers’ living rooms, reaching millions with one campaign. The “second screen” –the personal computer—increased interaction between companies and consumers and allowed for immediate customer feedback. The “third screen” –the mobile device—changes the game in an even more revolutionary way. Now, in The Third Screen, bestselling author and digital pioneer Chuck Martin explains how the age of the smartphone is redefining the role of consumer, clarifying how marketers must do more than send out a mass ad and hope for the best: they must interact on the customers’ terms. This book shows you how.

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