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The Third Screen: Marketing to Your Customers in a World Gone Mobile by Martin,
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Parametry przedmiotu
- Stan
- Narrative Type
- Nonfiction
- Intended Audience
- Adult
- Inscribed
- NO
- ISBN
- 9781857885644
- Book Title
- Third Screen : Marketing to Your Customers in a World Gone Mobile
- Publisher
- Brealey Publishing, Nicholas
- Item Length
- 9.3 in
- Publication Year
- 2011
- Format
- Hardcover
- Language
- English
- Illustrator
- Yes
- Item Height
- 0.4 in
- Genre
- Computers, Business & Economics
- Topic
- Marketing / General, Electronic Commerce (See Also Headings under Business & Economics / E-Commerce), E-Commerce / Internet Marketing, Advertising & Promotion, Marketing / Telemarketing
- Item Weight
- 18.4 Oz
- Item Width
- 6.3 in
- Number of Pages
- 230 Pages
O tym produkcie
Product Identifiers
Publisher
Brealey Publishing, Nicholas
ISBN-10
1857885643
ISBN-13
9781857885644
eBay Product ID (ePID)
99615644
Product Key Features
Book Title
Third Screen : Marketing to Your Customers in a World Gone Mobile
Number of Pages
230 Pages
Language
English
Topic
Marketing / General, Electronic Commerce (See Also Headings under Business & Economics / E-Commerce), E-Commerce / Internet Marketing, Advertising & Promotion, Marketing / Telemarketing
Publication Year
2011
Illustrator
Yes
Genre
Computers, Business & Economics
Format
Hardcover
Dimensions
Item Height
0.4 in
Item Weight
18.4 Oz
Item Length
9.3 in
Item Width
6.3 in
Additional Product Features
Intended Audience
Trade
LCCN
2011-002406
TitleLeading
The
Reviews
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. Review Author: Charlene Li, bestselling author of Groundswell and Open Leadership, 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! - Review Author: Jeffrey Hayzlett, bestselling author of The Mirror Test, CMO, Cowboy, 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., "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, A fascinating and eye-opening view of the mobile landscape and what companies must do to survive there., "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, "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, Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable. Review Author: Chris Brogan, President, Human Business Works and co-author of Trust AgentsThe 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. Review Author: Charlene Li, bestselling author of Groundswell and Open LeadershipA fascinating and eye-opening view of the mobile landscape and what companies must do to survive there. Review Author: Josh Koppel, cofounder ScrollMotion, leading mobile platform developerOur 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. Review Author: Don Tapscott, author /coauthor of more than 14 books, including the bestseller Wikinomics and his latest Macrowikinomics, 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., 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.- Review Author: Kent Huffman, Chief Marketing Officer at BearCom Wireless and Co-Publisher of Social Media Marketing Magazine, "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, : SChuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable. - Review Author: Chris Brogan, President, Human Business Works and co-author of Trust Agents, The Third Screen distills the opportunities mobile marketing presents to business leaders in an engaging and enjoyable - Review Author: Jane McPherson, CMO, SpyderLynk, mobile start-upook., 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., SChuck 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, One of American Express's Open Forum's Best Business Books of 2011--The 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., 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., 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.- Review Author: Julie Roehm, Marketing Strategy Consultant, "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, A fascinating and eye-opening view of the mobile landscape and what companies must do to survive there. Review Author: Josh Koppel, cofounder ScrollMotion, leading mobile platform developer, "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, "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, 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. Review Author: Don Tapscott, author /coauthor of more than 14 books, including the bestseller Wikinomics and his latest Macrowikinomics, 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!, 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), One of American Express's Open Forum's Best Business Books of 2011(http://www.openforum.com/articles/best-business-books-of-2011)The 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.", "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 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, 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), Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable., Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable. Review Author: Chris Brogan, President, Human Business Works and co-author of Trust Agents
Dewey Edition
22
Dewey Decimal
658.8/72
Synopsis
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., Expert, cutting edge information for marketing to the generation of shoppers who purchase goods and services on cellphones and tablets., 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., 'This is not the Lean Back of the TV, or the Lean Forward of the PC, But Rather the Pull It Forward of mobile.. It's up close, it's personal and it's always on'..The television allowed companies to send ads directly to consumers' living rooms, and the computer allowed them to start interacting with their customers. The third screen, the mobile device, changes the game in an even more radical way. The birth of m-commerce is not just about using the phone to pay for something. it is revolutionising the entire buying process based on location. Marketing has now become hyper-local...Author Chuck Martin explains how in this, the age of the smartphone - and now the tablet - the nature of marketing is changing as well, creating a new system of participatory advertising in which 'untethered' customers and forward-thinking companies must exchange valuable information within 'the cloud'.' In Singapore, for example, a mobile app has been developed that maps the insides of shopping malls so advertisers can target customers based on their exact location and shopping habits. M-commerce is also heating up in Europe with Italian and Swedish buyers warming most to the idea. Regardless of where buyers are located or whether they're purchasing or just browsing, companies need to come up to speed on how to reach them. This essential guide allows businesses to keep up and soar ahead in the new world of m-commerce.
LC Classification Number
HF5415.1265.M3288
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