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

Martin, Chuck

Hardcover

ISBN 10: 1857885643 ISBN 13: 9781857885644

Publisher: Nicholas Brealey Publishing US, 2011

Synopsis

The television allowed companies to send ads directly to consumers' living rooms, and the computer allowed them to start interacting with their customers. The third screen-the mobile device-changes the game in an even more radical way. The birth of m-commerce is not just about using the phone to pay for something. it is revolutionising the entire buying process based on location. Marketing has now become hyper-local. Author Chuck Martin explains how in this, the age of the smartphone - and now the tablet - the nature of marketing is changing as well, creating a new system of participatory advertising in which untetheredA" customers and forward-thinking companies must exchange valuable information within the cloud.A" In Singapore, for example, a mobile app has been developed that maps the insides of shopping malls so advertisers can target customers based on their exact location and shopping habits. M-commerce is also heating up in Europe with Italian and Swedish buyers warming most to the idea. Regardless of where buyers are located-or whether they're purchasing or just browsing-companies need to come up to speed on how to reach them. This essential guide allows businesses to keep up-and soar ahead-in the new world of m-commerce.

About this title

About the Author

Chuck Martin is director of the Center for Media Research in New York, the CEO of NFI Research, an avid public speaker and the author of eight business books, including NYT business best seller The Digital Estate as well as Net Future, SMARTS and Work Your Strengths. With more than 26,000 Twitter followers, Chuck is an established social media expert and has also appeared on CNN, CNBC, Fox and ABC-TV News Now. He served as brand manager for the Mobile Insider Summit (August 2010 in Lake Tahoe, NV). Visit his website and his blog at www.nfiresearch.com and his blog at http://www.thesocialcmo.com/blog/

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.

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.

Edition details

• Publisher: Nicholas Brealey Publishing US
• Publication date: 2011
• Language: English
• ISBN 10: 1857885643
• ISBN 13: 9781857885644
• Binding: Hardcover
• Number of pages: 240