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

Über die Autorinnen und Autoren

Chuck Martin is the CEO of The Mobile Future Institute and Director of the Center of Media Research at MediaPost Communications Inc. Through his research and public speaking, Martin has been a digital pioneer in the interactive marketplace for more than a decade. The Mobile Future Institute is a U.S.-based think tank focusing on business strategies and marketing tactics for a world gone mobile. The Institute and Martin are on the forefront of exploring mobile research, focusing on how marketers can most effectively reach users in this digital landscape. As the Director of the Center of Media Research at MediaPost Communications Inc., Martin conducts, markets, and analyzes the intentions of media buyers and planners. The Center for Media Research provides a dependable source of research material to help media professionals identify trends and patterns in traditional and online advertising. Martin is a former Vice President of IBM, where he ran a division responsible for business strategy solutions in the media industry, including publishers and advertising agencies. Martin is a New York Times business bestselling author of The Digital Estate. He has also penned seven other books, including Net Future. He has appeared on CNN, CNBC, Fox and ABC-TV News Now.

Chuck Martin is the CEO of The Mobile Future Institute and Director of the Center of Media Research at MediaPost Communications Inc. Through his research and public speaking, Martin has been a digital pioneer in the interactive marketplace for more than a decade. The Mobile Future Institute is a U.S.-based think tank focusing on business strategies and marketing tactics for a world gone mobile. The Institute and Martin are on the forefront of exploring mobile research, focusing on how marketers can most effectively reach users in this digital landscape. As the Director of the Center of Media Research at MediaPost Communications Inc., Martin conducts, markets, and analyzes the intentions of media buyers and planners. The Center for Media Research provides a dependable source of research material to help media professionals identify trends and patterns in traditional and online advertising. Martin is a former Vice President of IBM, where he ran a division responsible for business strategy solutions in the media industry, including publishers and advertising agencies. Martin is a New York Times business bestselling author of The Digital Estate. He has also penned seven other books, including Net Future. He has appeared on CNN, CNBC, Fox and ABC-TV News Now.

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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.

Aus dem Klappentext

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.