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The Third Screen: Marketing to Your Customers in a World Gone Mobile: How to Keep Up - and Soar Ahead - in the World of M-Commerce

The Third Screen: Marketing to Your Customers in a World Gone Mobile: How to Keep Up - and Soar Ahead - in the World of M-Commerce

by Chuck Martin (Author)

  • Used

    Hardcover 2011

    $4.33
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.

$4.33

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More Information

Format: Hardcover
 Pages: 256
 Publisher: Nicholas Brealey Publishing
Published: 12 May 2011
ISBN 10: 1857885643
ISBN 13: 9781857885644

Media Reviews
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. Don Tapscott, author /coauthor of more than 14 books, including the bestseller Wikinomics and his latest Macrowikinomics Marketing is ever-changing and The Third Screen mirrors the future of marketing. Our lives revolve around our mobile phones - If you are new to mobile, Chuck's book makes sure you get it right! Jeffrey Hayzlett, Bestselling Author of The Mirror Test, Celebrity CMO, Cowboy Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable. Chris Brogan, President, Human Business Works and co-author of Trust Agents 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. Charlene Li, bestselling author of Groundswell and Open Leadership A fascinating and eye-opening view of the mobile landscape and what companies must do to survive there. Josh Koppel, cofounder ScrollMotion, leading mobile platform developer 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. Kent Huffman, Chief Marketing Officer at BearCom Wireless and Co-Publisher of Social Media Marketing Magazine 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. Julie Roehm, Marketing Strategy Consultant The Third Screen distills the opportunities mobile marketing presents to business leaders in an engaging and enjoyable book. Jane McPherson, CMO, SpyderLynk, mobile start-up 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... 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. -Publishers Weekly
Author Bio
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 25,000 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) and . Visit his website and his blog at www.nfiresearch.com and his blog at http://www.thesocialcmo.com/blog/