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

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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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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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Editorial Reviews

Publishers Weekly
After spending 10 years and million, Motorola launched the first cell phone in 1983. Known as a "brick" phone, it could support one hour of talk and eight hours in standby and cost ,000. Today, 94% of Americans own a cell phone (a quarter of whom use it exclusively). Martin argues that a convergence of trends in consumer behavior and technology has resulted in a migration to the "third screen" (after television and the computer) in this insightful account of the rise and widespread adoption of mobile phones. Cell phone technology allows users to access content anywhere, at any time, creating extraordinary possibilities for tailored promotion (for instance, reaching consumers in a store with the offer of coupons). And apps enable advertisers to literally become part of the customer's phone. Martin deftly illustrates how brands like Lexus, Zippo, and ING have used the mobile channel to connect with customers, and Martin ponders tough introspective questions on consumer behavior and an organization's ability to pull off a mobile promotion. Anyone interested in the evolution of consumer behavior and the adoption of new technologies will appreciate the clarity of Martin's prose and the breadth of his vision. (May 16)
From the Publisher
One of American Express's Open Forum's Best Business Books of 2011—The Third Screen by Chuck Martin.

The third screen—the mobile device—changes the rules entirely by creating a completely 'untethered consumer,' free from the constraints of traditional broadcast or online communication, who can search on the move and share information with other customers in real time. This new breed of customer is in charge—they are plugged in, always on, and completely in control in a way that changes the fundamental assumptions of marketing and customer service.

Jeffrey Hayzlett
Marketing is ever-changing and The Third Screen mirrors the future of marketing. If you are new to mobile, this book makes sure you get it right!
Julie Roehm
Mobile is the ultimate social device. And if big and small brands don’t understand how to engage their customers there, they risk extinction. The Third Screen is a must-have for any company looking to develop an effective mobile strategy, one that will drive customers to become brand champions.
Kent Huffman
In today's mobile environment, smartphones and tablets have become ubiquitous around the globe. In The Third Screen, Chuck Martin engages the reader with important details relating to how the untethered consumer, m-commerce, and the entire mobile revolution are changing the game for marketers and what they need to do to make sure their organizations survive and prosper in this ever-changing and evolving marketplace.
Don Tapscott
Our mobile devices are indispensable digital co-pilots, which is why the third screen is fast becoming the most important screen. If you want to stay relevant to your customers as they go about their lives, apply the lessons from this book.
Josh Koppel
A fascinating and eye-opening view of the mobile landscape and what companies must do to survive there.
Chris Brogan
Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable.
Charlene Li
The Third Screen describes a clear power shift where the customer is in charge—and what companies must do their best to reach them on their terms. Using detailed case studies, Chuck Martin shows readers how to develop a mobile marketing strategy that will really work. Don’t wait: Get copies for your team today.
Library Journal
In the progression of entertainment and information technologies from large to small, some authors call mobile the "fourth screen" after movies, television, and computers. Martin (director, Ctr. for Media Research, MediaPost) omits movies from the evolution and dubs mobile the third. Mobile technologies continue to proliferate, but there are few books about using them for marketing; books on social media marketing typically allocate a chapter to this topic. Martin fills a niche with this slim, information-packed volume. Readers will learn how to leverage a mobile device's GPS information to tailor promotional offers to consumers via location-based marketing and how consumers' information-seeking behavior changes on mobile technology; how to adjust their advertising to suit the mobile platform and the user's behavior; how best to provide opt-in text messaging; and more. He takes care to accommodate readers of all awareness levels by including glossaries. Bulleted lists, statistical tables, and paragraph-length examples leaven the content. VERDICT This book will appeal to upper-division entrepreneurship students as well as practitioners.—Heidi Senior, Univ. of Portland Lib., OR
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Product Details

  • ISBN-13: 9781857885644
  • Publisher: Nicholas Brealey Publishing
  • Publication date: 5/16/2011
  • Pages: 256
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

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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Table of Contents

Foreword Michael J. Becker xi

Managing Director, Mobile Marketing Association

Acknowledgments xiii

Introduction: Mobile Is Game Changing xv

The Under-the-Radar Revolution xvii

Mobile Is Unique xix

The Mobile Market xxii

The Untethered Consumer xxiv

The Mobile End Game xxv

Chapter 1 The Rise of the Untethered Consumer 1

Mobile Is Personal 2

The m-Powered Customer 3

Mobile Makes It Direct 3

The Customer as Mobile Platform 5

Mobile Drives Behavioral Change 6

Traveling with the Buyers 8

Global Mobile 13

Luxury Brands and Mobile 18

Chapter 2 Smartphones Rule 21

A Computer for Every Hand 21

The Birth of the Cell Phone 22

Enter the Smartphone: The Two-Phone Era 23

Just Another Thing in My Pocket (vs. The Main Thing in My Pocket) 24

Enter the iPhone Era 25

The Platforms 27

Old vs. New Phones 29

Old Phone Money 31

The Smarts of the Smartphone 32

Spreading the Word on Apps 35

Tie iPad: The Lure of the Vanity Buy 36

The Push Behind Smartphones 37

Chapter 3 Real Time Moves to All the Time 41

Information Resides in the Smartphone "Cloud" 41

Real-Time Bidding for Marketing Messages 44

Starting with Research 46

Dealing with Customers in Real Time 49

Making the Case for Mobile Internally 52

The Mobile Time-Shifting Conundrum 58

Mobile Phone Usage 60

Chapter 4 Customer Engagement in a World Gone Mobile 65

Mobile Business Goal Alignment 66

Follow Your Customers 67

Mobile Engagement 68

Find Solutions That Drive Engagement 69

Provide Value and a Call to Action 74

Hyperlocal Mobile 75

Test and Learn 76

Test, Learn, Evolve 78

Avoid the Bright, Shiny Object Syndrome 79

Chapter 5 There's an App for That: The New Broadcasting 81

Mobile Content and Context as King 81

Watching TV and Reading on a Phone 82

Transforming the Book Experience 84

Constant Content 89

The Role of Video in Mobile: The Reinvention Paradigm 92

New Content for a New Medium 94

Age of the Mobile Video Platforms 96

Advertising on Mobile Video Platforms 99

Where to Spend on Mobile Marketing 101

Closed Mobile: There's a Map for That 105

Mobile Computers 107

Using Apps Phones 108

Chapter 6 On Location, On Location, On Location: LBM 113

Marketing in Place 113

Brick and Mortar as Asset 115

In Motion Research 118

Keeping Up with Customers 120

Driving, Keeping, and Converting Customers 121

Brands and Geolocation 143

The Long Stretch of Location-Based Marketing 147

Chapter 7 The Finding: Search on Steroids 149

The New Mobile Search: The Finders 149

Finding It When Needed 153

Finding by Codes 155

The 2D Bar Code Platform 159

The Reality of Augmented Reality 163

More Efficiency with Finding 165

Chapter 8 Social Goes Mobile 167

Mobile as Social Platform 168

Location Awareness 169

Self-Aggregation 170

Hyperlocal Marketing 173

Marketing with Location-Based Services 175

The Race to Installed Base 181

Chapter 9 The Push-Pull of Mobile 183

The Pull of SMS Marketing 183

One-Time Event Mobile Marketing 186

The Lure of MMS Marketing 190

Mobile Results with MMS 191

The Pull of the Consumer 195

Strategy, Goals, and Flexibility 199

Chapter 10 The New Laws of (Inbound) Mobile Marketing 201

Mobile Innovation 202

Do Something 203

Mobile Verb Branding 205

Bumps Along the Way 206

It's Not About the Phone, It's About the Value 206

Endnotes 209

About The Author 215

About The Mobile Future Institute 216

Index 219

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