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

by Chuck Martin

Review Author: Heidi Senior, Univ. of Portland Lib., ORReview Source: Library JournalReview Content: In the progression of entertainment and information technologies from large to small, some authors call mobile the fourth screen after movies, television, and computers. Martin (director, Ctr. for Media Research, MediaPost) omits movies from the evolution and dubs mobile the third. Mobile technologies continue to proliferate, but there are few books about using them for marketing; books on social media marketing typically allocate a chapter to this topic. Martin fills a niche with this slim, information-packed volume. Readers will learn how to leverage a mobile device s GPS information to tailor promotional offers to consumers via location-based marketing and how consumers information-seeking behavior changes on mobile technology; how to adjust their advertising to suit the mobile platform and the user s behavior; how best to provide opt-in text messaging; and more. He takes care to accommodate readers of all awareness levels by including glossaries. Bulleted lists, statistical tables, and paragraph-length examples leaven the content. VERDICT This book will appeal to upper-division entrepreneurship students as well as practitioners.

Genres: Business, Nonfiction

230 pages, Paperback

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.