The Third Screen
The Ultimate Guide to Mobile Marketing
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- $17.99
Publisher Description
The ultimate guide to mobile marketing - revised and updated!
An American Express Open Forum Best Business Book
We are in the midst of a technological revolution bigger than the television or the PC. How do we, as marketers, harness mobile technology to serve our customers most effectively?
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. Now, the "third screen" - the mobile device - changed the game in an even more revolutionary way.
The Third Screen: The Ultimate Guide to Mobile Marketing defines the implications, strategies, and tactics used to thrive in business during the mobile revolution. This revised, updated edition links technological developments to behavioral changes, reveals the unexpected forces of the changes in mobile, and equips marketers and businesses for the future.
PUBLISHERS WEEKLY
After spending 10 years and $100 million, Motorola launched the first cell phone in 1983. Known as a "brick" phone, it could support one hour of talk and eight hours in standby and cost $4,000. Today, 94% of Americans own a cell phone (a quarter of whom use it exclusively). 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. Cell phone technology allows users to access content anywhere, at any time, creating extraordinary possibilities for tailored promotion (for instance, reaching consumers in a store with the offer of coupons). And apps enable advertisers to literally become part of the customer's phone. 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.
