Martin - The third screen : marketing to your customers in a world gone mobile

Chuck Martin has moe 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 chargeand 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. Dont wait: Get copies for your team today.

Charlene Li, bestselling author of
Groundswell and Open Leadership

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

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

In todays 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

Mobile is the ultimate social device. And if big and small brands dont 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

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

The Third Screen distills the opportunities mobile marketing presents to business leaders in an engaging and enjoyable book.

Jane McPherson, CMO, SpyderLynk, mobile start-up

The Ultimate Guide to Mobile Marketing

Revised and Updated

CHUCK MARTIN

This revised and updated paperback edition first published
by Nicholas Brealey Publishing in 2015.
First published in hardcover in 2011.

www.nicholasbrealey.com

Chuck Martin, 2011, 2015

All rights reserved. No part of this publication may be reproduced in any
manner whatsoever without written permission from the publisher, except in
the case of brief quotations embodied in critical articles or reviews.

Printed in the United States of America

20 19 18 17 16 15 1 2 3 4 5 6 7 8 9 10

ISBN: 978-1-85788-623-8
E-ISBN: 978-1-85788-993-2

Library of Congress Cataloging-in-Publication Data
Martin, Chuck, 1949
The third screen : the ultimate guide to mobile marketing / Chuck Martin.
Revised and updated edition.
pages cm

ISBN 978-1-85788-623-8 (paperback) ISBN 978-1-85788-993-2 (e-book)
1. Telemarketing. 2. Internet marketing. 3. Mobile commerce.
4. Smartphones. 5. Internet advertising. 6. Business enterprises
Computer networks. I. Title.
HF5415.1265.M3288 2015
658.872dc23

2014041062

To Ryan and Chase,
Our sons,
And active members of the mobile revolution

By Michael J. Becker

Managing Director, Mobile Marketing Association

There is no question about itthe world has changedit has gone mobile. Your customers are free from the confines of their homes, offices, and traditional media and retail environments. Today, your customers have the power at their fingertips to fulfill their needs anytime and anywhere, and they are using it. They are consuming media (news, radio, television, books, music, advertising) and searching, identifying, locating, and acquiring whatever they needinformation, goods and or servicesright from the palm of their hand.

Billions of people around the globe are using mobile solutions to enrich and fulfill their lives. They are messaging to get the latest deal, using the camera on their phone to scan product packaging, the mobile browser to find a local store, the mobile Internet to embrace rich media, mobile applications to engage their favorite brands, and voice, location, and mobile commerce services to accomplish so much more. As Chuck Martin points out in The Third Screen, the world gone mobile is not a simple story of technological change, it is a story of fundamental shifts in consumer behavior that are forever changing the practice of marketing and how you should view its application with your business.

In order to succeed in todays marketplace, you should not only prepare yourself and your business to be mobile but actually go out there and be mobile. Your customers are already mobile and you should be too. To be mobile, you must have a fundamental understanding of your customer and their needs and you must also develop a promotional strategy and persistent presence that leverages all that mobile has to offer. If youre not sure who your customer is within the context of mobile, or what it means to be promotional with mobile, or have a persistent presence in mobile, then this book is a must read.

In The Third Screen Chuck Martin provides practical and actionable insights from over one thousand executive interviews throughout the mobile industry in order to help you market to your customers in a world gone mobile. He illustrates the power of mobile through detailed commentary, definitions, and concrete case studies and shows you how mobile, deployed properly, can have a positive impact on your business. In these pages youll learn the nuances of smartphones, the mobile Web, applications, search, messaging, and most importantly how to engage your untethered customer in a real-time, location aware, mobile commerce-enabled context that adheres to industry best practices and regional regulation.

I highly recommend this book. Whether youre new to the concept of mobile and mobile marketing or a veteran in the industry, The Third Screen will be a thought provoking and valuable resource for you and your team.

Michael J. Becker
Managing Director, Mobile Marketing Association
Co-author of Mobile Marketing for Dummies and
Web Marketing All-in-One for Dummies,
Publisher of the International Journal of Mobile Marketing