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The Third Screen: Marketing to Your Customers in a World Gone Mobile [Kindle Edition]

Chuck Martin
4.4 out of 5 stars  See all reviews (27 customer reviews)

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Book Description

Chuck Martin takes readers on a journey from the creation of the first screen to the revolutionary third. Martin describes the cultural and social changes incurred by the first screen (the television) and the second screen (the personal computer), opening up his discussion of how the third screen—the mobile device—is redefining the role of the consumer.


Editorial Reviews

From Publishers Weekly

After spending 10 years and 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 ,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. (May 16)

Review

"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 ... 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 behaviour and the adoption of new technologies will appreciate the clarity of Martin's prose and the breadth of his vision." - Publisher's Weekly "The book is written to appeal to people who are taking a deep dive into mobile media. While there are plenty of tips and techniques to digest here, there's also a lot of in-depth research and information about how people interact and use their mobile devices." - 60 second marketer

Product Details

  • File Size: 497 KB
  • Print Length: 257 pages
  • Page Numbers Source ISBN: 1857885643
  • Publisher: Nicholas Brealey America (March 30, 2011)
  • Language: English
  • ASIN: B004UHTILQ
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #733,611 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
7 of 7 people found the following review helpful
5.0 out of 5 stars A stellar snapshot of the mobile industry May 16, 2011
Format:Hardcover
Mobile is big. Mobile is disruptive. Mobile will impact every facet of our daily lives. The scope of mobile is something that is hard to explain without gaining a base understanding of what we are dealing with - what tools are being built, how early adopters are using those tools and why. That's where this book excels. Chuck lays out the fundamentals in a straight forward, rolling narrative that gains speed, momentum and excitement in the industry as you read.

Finally someone wrote the answer to "what book should I read if I need to understand the state of mobile."
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11 of 14 people found the following review helpful
Format:Hardcover
(Disclosure - this review is based on an advance review copy provided by the publisher, read via Kindle; review adapted from my blog).

In a fascinating and systematic assessment of the trends in mobile technology, particularly, location-based aspects of mobile technology as realized in smartphones, Martin hypotheses (convincingly) that "paradigm shift" is a not just a cliché. Martin captures the transformation of the three screens (televisions to computers to smartphones) and the behavioral and technological factors that underpin this transformation, viewed almost exclusively from a marketing and branding perspective. While that focus is geared to those in the marketing/branding profession, a general reader is very likely to benefit from understanding how the mobile landscape is evolving.

At the very outset, Matin provides an excellent abstraction of the various features of mobile technology facilitating this "revolution". This list could form a framework for service model designs (for business development professionals) and to define new advertisement and branding channels (for marketing professionals). A general reader is treated to a high-level view of why mobile technology has gained so much popularity. This degree of utility for various audience types is generally sustained throughout the book. Martin then provides an overview of the penetration/widespread reach of mobile technology and more importantly, the changing patterns of consumption. Drawing examples from Cars.com and Playboy (who knew!), he discusses issues related to brand management, particularly in the context of adapatation to changing customer behavior.
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8 of 10 people found the following review helpful
2.0 out of 5 stars Sorry to disagree February 13, 2012
Format:Hardcover
I'm sorry to disagree with everybody who thinks this book is "seismic" or "a paradigm shift" or whatever.

The book is a decent summary of the state of this technology, but it sees the future very simply, as an extrapolation of what has gone before. As an overview and pep talk, it's fine. You might pick up some terminology and some brand names.

It could have been so much more.

It does not go into the different types of users (now and as they morph in the future) or anything that could help marketers understand user segments. That's the biggest opportunity lost by the author because right now we need that, but he just presents the facets, not the whole.

There's very little on the issues of conflicting platforms and the coming shakeouts and how users will be affected. He doesn't mention the ways in which this business trend can (and maybe already has started to) morph into a bubble.

He doesn't attempt to apply lessons learned from previous hot technology that cooled off quickly when the woo-woo effect wore off.

He doesn't talk about the thousands of promising young engineers who quit their jobs thinking that if they can just write a couple of apps they will be able to retire by 30. Or the hundreds of thousands of apps out there that never get looked at.

He doesn't go into the difficulties of dealing with a teeny-tiny screen, and whether people (and marketers) are going to continue to tolerate a tiny screen as a primary communication device.

He doesn't talk about the concept of carrying one device as a backup and terminus, but having most of the communication happening through ubiquitous external devices.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Get On Board -- The Third Screen Is Here May 18, 2011
Format:Hardcover
Reading "The Third Screen" gave me the feeling that I was opening the door to an entirely new world that I knew existed, but never really knew what it meant. I imagined that this is how advertising people first felt about television. But, as author Chuck Martin explains so well, mobile computing is not simply a wave of the future; it is the future. Anyone who has a message worthy of sharing should consider how to adapt what they have to say - or market - to smartphones and tablets.

"The Third Screen" is filled with compelling facts that underscore the reason for focusing on reaching consumers where they look for information - their smartphone. It is not simply a matter of reaching consumers on the go. It is reaching them where they are at any given moment.

"The Third Screen" also explains in simple terms how you can prepare your company and your marketing plans for mobile platforms. It is not a paint by numbers approach, but rather a thoughtful guide to maximizing the power of your messages for a rapidly expanding group of savvy consumers.

If you read only one marketing book this year, choose "The Third Screen." It can help you re-think how you reach and respond to your customers.
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Most Recent Customer Reviews
5.0 out of 5 stars Modern marketing approach to the smartphone user
The 5 star reviews by Nicole (October 11, 2012), Cynthia (June 19, 2012), Zach Tyler (February 16, 2012)--He mirrored my thoughts when he used the term "cutting edge. Read more
Published 5 months ago by J.Ilog
4.0 out of 5 stars A must read for any mobile marketer.
This is another book that I would have given five stars if I had read it when it was first published. Read more
Published 8 months ago by Chad Thiele
1.0 out of 5 stars One Star
Needs to be updated - the mobile world has changed quite a bit since the last edition
Published 9 months ago by max b
5.0 out of 5 stars Required Reading if you own a business
Chuck really lays it out why you need to be in the mobile marketing space. The mobile wave has already started and the people who own businesses need to be on this this -... Read more
Published 23 months ago by Amazon Customer
5.0 out of 5 stars Excellent and Educational!
The Third Screen is an amazing look into "a world gone mobile." It provides insights from companies and experts unmatched by any other read. Read more
Published on October 11, 2012 by Nicole
2.0 out of 5 stars I had great expectations about this book. Those all crashed...
As a person, deeply interested in mobile, I had great expectations about this book. Those all crashed... Read more
Published on September 24, 2012 by Leo Ostapiv
5.0 out of 5 stars Excellant book The Third Screen
This book was an excellant book in revealing how smart phones will be used to indiviualize marketing now and in the future. I really have enjoyed it. Read more
Published on September 6, 2012 by William
5.0 out of 5 stars Informative and Intriguing read!
Mobile is growing rapidly. In order for marketers to be able to keep up with their untethered consumers, they need to be able to understand how to utilize mobile properly. Read more
Published on June 19, 2012 by Cynthia
1.0 out of 5 stars Obvious.
The author offers nothing new or eye-opening about mobile technology. While a good writer, he has been given the talent of extrapolating the obvious. Read more
Published on June 12, 2012 by T. Gabrielli
5.0 out of 5 stars Credible, educational, and the next big thing.
You'll learn from a dude who knows what he's talking about. At the risk of sounding like an ad, Chuck Martin spends his time thinking, reading, and breathing marketing to your... Read more
Published on February 23, 2012 by Brian Sun
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More About the Author

Chuck Martin has been a leading pioneer in the digital interactive marketplace for more than a decade. Martin is CEO of Mobile Future Institute and Editor of the mCommerce Daily at MediaPost Communications, where he writes the daily MobileShopTalk column.

He is the author numerous book, including Mobile Influence (The New Power of the Consumer)and The Third Screen (Marketing to Your Customers in a World Gone Mobile; Nicholas Brealey May 2011), in which he defines the implications, strategies and tactics for businesses to thrive in the mobile revolution. The books link the technological developments to the behavioral changes that go hand-in-hand and reveals the unexpected aspects of the coming changes in mobile, preparing marketers and businesspeople for what is looming in the near future.

He also is the author of The Smartphone Handbook; A Quick & Easy Guide to Getting the Most Out of Your Mobile Phone.

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 expert in the Internet of Everything IoE) and beacons. He also is a New York Times business bestselling book author of books including The Digital Estate, Net Future, and Max-e-Marketing in the Net Future (co-author). He is also a former Vice President of IBM.


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