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The Third Screen: Marketing to Your Customers in a World Gone Mobile Hardcover – May 16 2011

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Product Details

  • Hardcover: 230 pages
  • Publisher: Nicholas Brealey America (May 16 2011)
  • Language: English
  • ISBN-10: 1857885643
  • ISBN-13: 978-1857885644
  • Product Dimensions: 16.3 x 2.3 x 23.9 cm
  • Shipping Weight: 558 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #789,951 in Books (See Top 100 in Books)
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Product Description


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. (May 16)   (Publishers Weekly 2011-04-04)

"Marketing is ever-changing and The Third Screen mirrors the future of marketing. If you are new to mobile, this book makes sure you get it right!" - Jeffrey Hayzlett, bestselling author of The Mirror Test, CMO, Cowboy

"Mobile is the ultimate social device. And if big and small brands don’t understand how to engage their customers there, they risk extinction. The Third Screen is a must-have for any company looking to develop an effective mobile strategy, one that will drive customers to become brand champions."— Julie Roehm, Marketing Strategy Consultant

"In today's mobile environment, smartphones and tablets have become ubiquitous around the globe. In The Third Screen, Chuck Martin engages the reader with important details relating to how the untethered consumer, m-commerce, and the entire mobile revolution are changing the game for marketers and what they need to do to make sure their organizations survive and prosper in this ever-changing and evolving marketplace." - Kent Huffman, Chief Marketing Officer at BearCom Wireless and Co-Publisher of Social Media Marketing Magazine

"Our mobile devices are indispensable digital co-pilots, which is why the third screen is fast becoming the most important screen. If you want to stay relevant to your customers as they go about their lives, apply the lessons from this book." - Don Tapscott, author /coauthor of more than 14 books, including the bestseller Wikinomics and his latest Macrowikinomics

"A fascinating and eye-opening view of the mobile landscape and what companies must do to survive there." - Josh Koppel, cofounder ScrollMotion, leading mobile platform developer

"Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable." - Chris Brogan, President, Human Business Works and co-author of Trust Agents

"The Third Screen describes a clear power shift where the customer is in charge—and what companies must do their best to reach them on their terms. Using detailed case studies, Chuck Martin shows readers how to develop a mobile marketing strategy that will really work.  Don’t wait: Get copies for your team today." - Charlene Li, bestselling author of Groundswell and Open Leadership

One of American Express's Open Forum's Best Business Books of 2011( Third Screen by Chuck Martin. "The third screen—the mobile device—changes the rules entirely by creating a completely 'untethered consumer,' free from the constraints of traditional broadcast or online communication, who can search on the move and share information with other customers in real time. This new breed of customer is in charge—they are plugged in, always on, and completely in control in a way that changes the fundamental assumptions of marketing and customer service."

"The Third Screen is a must-have for any company looking to develop an effective mobile strategy, one that will drive customers to become brand champions." --Julie Roehm

From the Inside Flap

The Third Screen defines the strategies and tactics businesses will need in a world gone mobile. Marketers and businesspeople who don’t understand the untethered consumer—on the move, always on—risk becoming obsolete. This breakthrough book 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.

Bestselling author Chuck Martin guides readers through the uses of SMS and MMS (with video) messaging, apps (when to use and not to use), location-based marketing, and the components of social media that have “gone mobile.” The new laws of inbound mobile marketing are laid out in full, equipping brand managers, chief marketing executives, and business owners looking to connect with their customers with the full range of mobile marketing options. Learn how Big Brands such as PepsiCo, ING Direct, and Lexus have partnered with mobile start-ups like Foursquare, Scroll-Motion, and Crisp Wireless to change the face of marketing as we know it.

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Most Helpful Customer Reviews on (beta) 4.4 out of 5 stars 27 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
By Rob Woodbridge - Published on
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."
11 of 14 people found the following review helpful
5.0 out of 5 stars Systematic analysis of the mobile technology landscape May 13 2011
By Jijnasu Forever - Published on
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 and Playboy (who knew!), he discusses issues related to brand management, particularly in the context of adapatation to changing customer behavior. In a subsequent chapter, Martin introduces the notion of Real Time Bidding (using example of AdMeld), the growth and potential of cloud computing - in disrupting pricing models related to marketing. Examples such as Steve Madden Ltd are used to explain this trend.

Perhaps, the most interesting part of the book is Martin's discussion on the impact of content generation and how the digitization of various media is enabling convergence in content, which further changes the consumption behavior. This discussion extends the traditional marketing AIDA (attention, interest, desire, action) framework. Using examples of Zmags, Scrollmotion and video platform providers, Martin convincingly hypothesizes that multi-modal convergence of content is a trend that is likely to accelerate, providing new opportunities in branding/marketing. Another framework that will help a reader is Martin's characterization of location-based marketing - his three segments (drivers, magnets, activators) that perform different functions in the context of customer interaction. While Martin explains this segmentation mostly using examples derived from couponing space (from Kraft to Point Inside, Micello, to Kickbucks/weRewards), the applicability of the framework in designing services models that revolve on behavior modification of end customers is self-evident.

In concluding chapters, Martin discusses the role of mobile search (making an astute differentiation of premeditated search v/s finding or discovering) and how the availability of various mobile-unique features (location, movement, time, proximity, context, intent, connectivity) can significantly enhance the "search" experience and the opportunities for brand enhancement. The example of Foursquare/Starbucks is particularly interesting in this context.

Despite his mostly enthusiastic tone, Martin cautions (correctly) that mobile technology is much more than an ad channel or additional revenue stream. His central thesis is that the ability for leveraging hyperlocal, individualized marketing can be transformative - not to be relegated to just an ad channel. Martin's accessible narrative style, excellent use of examples and glossary in every chapter, and an ample list of Apps make this is a very entertaining read.

Martin, however, glosses over two critical issues - the cannibalization one can expect to see in traditional channels due to mobile and any risks of over-focusing on the smartphone crowd and missing opportunities to grow audience, and a more critical one on potential backlashes on security and privacy related issues (recent press on Sony and Apple is indicative of the brand damage that can cause from fears on these fronts - exaggerated or not). Without a clear assessment of these risks and a framework for managing this risk, the book leaves a reader wanting for more. Perhaps, a less critical issue, is understanding the real effectiveness of this mode compared to traditional methods (though he insists ROI and other metrics should be changed, the field is too new to have a consensus on what is truly indicative of effectiveness). Despite these issues, Martin, provides a very informative, entertaining and thought provoking read on the impact of mobile technology on marketing, though anyone with an interest in business model design or just understanding the mobile landscape will find this a worthy read.

(As a researcher in the space of healthcare and exploring how mobile technology can help in defining new service models, some of the frameworks discussed by Martin are compelling thought starters. A more curious reader should utilize the companion website and Martin's regular blogs - time well spent).
8 of 10 people found the following review helpful
2.0 out of 5 stars Sorry to disagree Feb. 13 2012
By C. Grant - Published on
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.

He doesn't address the huge conflict between app development and web development, and he certainly ignores the fascinating question of what that the dichotomy will evolve into.

As I said, this book is a summary and hype, without much thought involved. One of those books-of-the-moment that you won't even be able to give away in six month.
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
By John Baldoni - Published on
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.
4 of 4 people found the following review helpful
5.0 out of 5 stars Mobile is hugely important - so is this book Aug. 9 2011
By Joe Shartzer - Published on
Format: Hardcover Verified Purchase
Chuck Martin's "The Third Screen" is a great read for marketers, or those in business looking to ride the next revolution. Check the video for full review.