The Third Screen by Chuck Martin - Book review

The Third Screen

Marketing to Your Customers in a World Gone Mobile

By: Chuck Martin

Published: May 16, 2011
Format: Hardcover, 256 pages
ISBN-10: 1857885643
ISBN-13: 978-1857885644
Publisher: Nicholas Brealey Publishing

"We're in the midst of a technological revolution bigger than the ones spawned by television or the personal computer, and businesses face a challenging question: how do we, as marketers,harness mobile technology to serve our customers most effectively? The new market is mobile and it's about to change everything", writes speaker, consultant and CEO of the Mobile Future Institute, Chuck Martin, in his groundbreaking and thought provoking book The Third Screen: Marketing to Your Customers in a World Gone Mobile. The author describes how the mobile device, as the third screen, is revolutionizing marketing and business relationships with customers, and clarifies how marketers can meet the challenge and opportunities presented by the widespread adoption of mobile technology by their customers.

Chuck Martin has seen the future of marketing and it's through what he calls the third screen of mobile technology. Gone are the days when the customer was tethered, as the author calls it, to the television or personal computer. The age of the smartphone and other mobile technology devices is transforming both the role of the customer and that of the marketer in new and exciting ways. For marketers, this new mobile marketing landscape means meeting what the author calls the m-powered customer, on their own rapidly moving ground and in real time. Chuck Martin shares the strategies and techniques that help redefine how marketers interact with customers, and how customers share social relationships with brands and with each other.

Chuck Martin (photo left) understands that not only has technology changed the marketing landscape, but has also altered the behavior of customers in new and often very unexpected ways. While customers learn and develop radically different ways of communicating and interacting with brands large and small, so too must marketers find innovative tactics for meeting the m-commerce empowered customer in the new and always shifting mobile marketplace.

As customer behavior, driven by the adaptability and empowerment provided by mobile technology, changes; so too must the behavior and marketing strategies of companies, their marketers, and their brands. As mobile platforms and mobile applications become more widespread, and become part of the standard marketing tool box, a completely new era of mobile based engagement with customers will evolve and become normal marketing practice. Companies that fail to embrace this transition from the tethered customer to the e-powered customer will be left behind.

For me, the power of the book is how Chuck Martin combines the theoretical principles of mobile technology and customer behavior, with practical and real world tested strategies for companies to engage with the new m-powered customer. The author provides case studies of brands and marketers who have applied groundbreaking strategies and tactics for effective interaction and engagement with mobile customers.

Chuck Martin demonstrates clearly how the previous paradigms of tethered customers no longer apply in a mobile and smartphone environment. The author shows how the marketing practices utilized for the first and second screens, are no longer viable or effective with customers using the third screen. Customer technology has changed and so has their behavior through social interaction and movement in real time.

I highly recommend the insightful and revolutionary book The Third Screen: Marketing to Your Customers in a World Gone Mobile by Chuck Martin, to anyone seeking an eye opening examination of how customers, using the power of the mobile device, have altered the marketing landscape forever. Any marketers and brands that fail to embrace this new breed of untethered customer could very easily face becoming obsolete in the unconstrained mobile marketing world.

Read the eye opening book The Third Screen: Marketing to Your Customers in a World Gone Mobile by Chuck Martin, and discover how to interact with the untethered customer, empowered in a global marketplace, by third screen mobile technology. The opportunities for engaging customers in innovative and exciting new ways have never been greater for marketers prepared to embrace mobile applications and mobile marketing.

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