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.
Chuck Martin is a New York Times Business bestselling author, Editor of the MediaPost mCommerce Daily, where he writes the daily MobileShopTalk column, and CEO of Mobile Future Institute. Martin has been a leading pioneer in the digital interactive marketplace for more than a decade.
He is the author of Mobile Influence: The New Power of the Consumer (Palgrave Macmillan), which details the revolution in retail and shopping behavior because of mobile and tablets. He also is author of The Third Screen (Marketing to Your Customers in a World Gone Mobile), in which he defines the implications, strategies and tactics for businesses to thrive in the mobile revolution, as well as The Smartphone Handbook.
The Mobile Future Institute is a U.S-based think tank that focuses on business strategies and marketing tactics for a world gone mobile. Martin is a bestselling book author of numerous books, including The Digital Estate, Net Future, and Max-e-Marketing in the Net Future (coauthor). He is also former Vice President of Publishing and Advertising at IBM and was the founding publisher of Interactive Age, the first publication to launch simultaneously in print and on the Web.View all authors