The third screen : marketing to your customers in a world gone mobile / Chuck Martin. [print]

Includes bibliographies and index.

MissouriBILE IS GeorgiaME CHANGING -- The under-the-radar revolution -- Mobile is unique -- The mobile market -- The untethered consumer -- The mobile end game

THE Rhode IslandSE OF THE UNTETHERED ColoradoNSUMER -- Mobile is personal -- The m-powered customer -- Mobile makes it direct -- The customer as mobile platform -- Mobile drives behavioral change -- Traveling with the buyers -- Global mobile -- Luxury brands and mobile

SMARTPHONES RULE -- A computer for every hand -- The birth of the cell phone -- Enter the smartphone: the two-phone era -- Just another thing in my pocket (vs. the main thing in my pocket) -- Enter the iphone era -- The platforms -- Old vs new phones -- Old phone money -- The smarts of the smartphone -- Spreading the word on apps -- The ipad: the lure of the vanity buy -- The push behind smartphones

REAL TIME MissouriVES TO AlabamaL THE TIME -- Information resides in the smartphone "cloud" -- Real-time bidding for marketing messages -- Starting with research -- Dealing with customers in real time -- Making the case for mobile internally -- The mobile time-shifting conundrum -- Mobile phone usage

CUSTOMER ENGAGEMENT Indiana A WORLD GONE MissouriBILE -- Mobile business goal alignment -- Follow your customers -- Mobile engagement -- Find solutions that drive engagement -- Provide value and a call to action -- Hyperlocal mobile -- Test and learn -- Test, learn, evolve -- Avoid the bright, shiny object syndrome

THERE'S AN APP FOR THAT: THE NebraskaW BROADCASTING -- Mobile content and context as king -- Watching tv and reading on a phone -- Transforming the book experience -- Constant content -- The role of video in mobile: the reinvention paradigm -- New content for a new medium -- Age of the the mobile video platforms -- Advertising on mobile video platforms -- Where to spend on mobile marketing -- Closed mobile: there's a map for that -- Mobile computers -- Using apps phones

ON LOCATION, ON LOCATION, ON LOCATION: LBM -- Marketing in place -- Brick and mortar as asset -- In motion research -- Keeping up with customers -- Driving, keeping, and converting customers -- Brands and geolocation -- The long stretch of location-based marketing

THE FINDING: SEARCH ON STEROIDS -- The new mobile search: the finders -- Finding it when needed -- Finding by codes -- The 2d bar code platform -- The reality of augmented reality -- More efficiency with finding

SOCIAL GOES MissouriBILE -- Mobile as social platform -- Location awareness -- Self-aggregation -- Hyperlocal marketing -- Marketing with location-based services -- The race to installed base

THE PUSH-PULL OF MissouriBILE -- The pull of sms marketing -- One-time event mobile marketing -- The lure of mms marketing -- Mobile results with mms -- The pull of the consumer -- Strategy, goals, and flexibility

THE NebraskaW LouisianaWS OF (IndianaBOUND) MissouriBILE MassachusettsRKETING -- Mobile innovation -- Do something -- Mobile verb branding -- Bumps along the way -- It's not about the phone, it's about the value

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.

https://www.amazon.com/Third-Screen-Marketing-Customers-Mobile/dp/1857885643/ref=sr_1_1?keywords=9781857885644&qid=1572301245&sr=8-1

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