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

by Chuck Martin

Co-winner of the 2012 Bronze Medal IPPY Award in the category of Business/Career/Sales

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 the 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. In this groundbreaking book, Martin clarifies the role of m-commerce, mobile video, SMS messaging, location-based marketing, advertising and media, and the new laws of inbound marketing, preparing marketers for what lies just around the corner.

The Third Screen 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.

Genres: Business, Nonfiction

256 pages, Hardcover

First published March 30, 2011

About the author

CHUCK MARTIN (Madbury, NH) is the Chairman and CEO of NFI Research, a top management research firm, and a highly sought-after speaker.

Reviews

[Dana Al-Basha | دانة الباشا]

On 22 April 2014, there was a seminar lead by Chuck Martin in Sheraton Hotel, about smart phones and their use, and it was remarkable! What made it more so is that Mr. Martin gave me an autographed copy of this book to read and review. From one reader to another thank you Chuck!



The book talks about the power of smartphones and how they became the leading force behind our markets today.

[Chad · Rating 4 out of 5]

This is another book that I would have given five stars if I had read it when it was first published. That said, Chuck Martin provides a lot of great information on mobile marketing. Many of the things that he was talking about in 2011 are just beginning to be used today on a regular basis. This is a must read for any mobile marketer.

[Kevin · Rating 4 out of 5]

This book focused a lot more on tactics large companies were using so it wasn't that helpful for my very small business's needs. However I didn't want to hold that against it in my rating. It was to-the-point in its coverage of trends and tactics and very readable.

[Cgrant · Rating 1 out of 5]

Pablum and hype written to make a buck off a trend. Oversimplified to the nth degree. There are so many really intriguing questions about the mobile device world, and the author passed by every single one of them.

[David Giannetto · Rating 5 out of 5]

As writers on the subject of mobile go, this is the one to read. Speaks exclusively about mobile, as it says it does, so this is a good place to start to understand how mobile fits for companies and consumes alike.

[Sandip Roy · Rating 3 out of 5]

its a good reference book for anyone wanting to know about marketing on the mobile platform in a generic way. some examples make the overall understanding easier.... but as times are changing very rapidly, to that extent this book is a bit dated.....

[Dixie · Rating 4 out of 5]

Includes research, (company) best practices as well as insights for marketers to consider. Written by the Mobile Future Institute so keep that inherent bias present when reading the book.

[Dan MacInnis]

Very relevant now with mobile adoption so high.