THE THIRD SCREEN: Marketing to Your Customers in a World Gone Mobile
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 first screen, television, ushered in the age of Mad Men and allowed companies to communicate with consumers via carefully crafted messages that millions saw simultaneously. The second screen, the PC, allowed companies to provide service and information while receiving instant feedback. Now the third screen, the Smart Phone, is turning the company-consumer relationship upside down and a new breed of consumer is emerging. The post-PC mobile natives that author Chuck Martin dubs “Untethered Consumers” are plugged in, always on, and in control of their own media exposure, changing the fundamental assumptions of marketing.
Marketers must learn do more than send out a mass ad and hope for the best: now they must interact on the customer’s terms. In The Third Screen, New York Times business bestselling author and “mobile evangelist” Martin offers a roadmap to the mobile future helping readers understand not only the emerging technology, but also the changes it is driving in consumer behavior. The new laws of inbound mobile marketing are laid out in full, equipping marketers and business owners looking to connect with their customers with the full range of mobile marketing options.
Importantly, Martin’s writing is grounded in his exhaustive and previously unpublished research and case studies of cutting edge mobile marketers and technology firms. Publishers Weekly says of The Third Screen, “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.”
No one is better situated to elucidate this new business landscape than Chuck Martin. He is the Director of the Center of Media Research at MediaPost Communications, the largest and most influential Internet site for media executives with a community of over 100,000 members. He is also the CEO of the Mobile Future Institute, a think tank focused on marketing tactics for a world gone mobile. 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 the author of seven other books including the NYT Business bestseller The Digital Estate and Net Future. A popular keynoter and adjunct marketing professor at the University of New Hampshire, Martin and his work are frequently featured in the media, both virtual and real world. He is a regular guest on the nationally syndicated radio program Small Business Advocate and he and his work have been covered in media outlets such as Business Week, UPI, CFO Magazine, CIO, Wall Street Journal Online, MSN Money, the Houston Chronicle, and many more. He has appeared on CNN, CNBC, Fox and ABC-TV News Now.