The Third Screen
by Martin, Chuck; Becker, MichaelFormat: Hardcover
Pub. Date: 2011-05-16
Publisher(s): Nicholas Brealey Pub
List Price: $30.98
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Summary
Review Author: Heidi Senior, Univ. of Portland Lib., ORReview Source: Library Journal Review Content:In the progression of entertainment and information technologies from large to small, some authors call mobile the “fourth screen†after movies, television, and computers. Martin (director, Ctr. for Media Research, MediaPost) omits movies from the evolution and dubs mobile the third. Mobile technologies continue to proliferate, but there are few books about using them for marketing; books on social media marketing typically allocate a chapter to this topic. Martin fills a niche with this slim, information-packed volume. Readers will learn how to leverage a mobile device’s GPS information to tailor promotional offers to consumers via location-based marketing and how consumers’ information-seeking behavior changes on mobile technology; how to adjust their advertising to suit the mobile platform and the user’s behavior; how best to provide opt-in text messaging; and more. He takes care to accommodate readers of all awareness levels by including glossaries. Bulleted lists, statistical tables, and paragraph-length examples leaven the content. VERDICT This book will appeal to upper-division entrepreneurship students as well as practitioners.
Table of Contents
| Foreword | p. xi |
| Managing Director, Mobile Marketing Association | |
| Acknowledgments | p. xiii |
| Introduction: Mobile Is Game Changing | p. xv |
| The Under-the-Radar Revolution | p. xvii |
| Mobile Is Unique | p. xix |
| The Mobile Market | p. xxii |
| The Untethered Consumer | p. xxiv |
| The Mobile End Game | p. xxv |
| The Rise of the Untethered Consumer | p. 1 |
| Mobile Is Personal | p. 2 |
| The m-Powered Customer | p. 3 |
| Mobile Makes It Direct | p. 3 |
| The Customer as Mobile Platform | p. 5 |
| Mobile Drives Behavioral Change | p. 6 |
| Traveling with the Buyers | p. 8 |
| Global Mobile | p. 13 |
| Luxury Brands and Mobile | p. 18 |
| Smartphones Rule | p. 21 |
| A Computer for Every Hand | p. 21 |
| The Birth of the Cell Phone | p. 22 |
| Enter the Smartphone: The Two-Phone Era | p. 23 |
| Just Another Thing in My Pocket (vs. The Main Thing in My Pocket) | p. 24 |
| Enter the iPhone Era | p. 25 |
| The Platforms | p. 27 |
| Old vs. New Phones | p. 29 |
| Old Phone Money | p. 31 |
| The Smarts of the Smartphone | p. 32 |
| Spreading the Word on Apps | p. 35 |
| Tie iPad: The Lure of the Vanity Buy | p. 36 |
| The Push Behind Smartphones | p. 37 |
| Real Time Moves to All the Time | p. 41 |
| Information Resides in the Smartphone ôCloudö | p. 41 |
| Real-Time Bidding for Marketing Messages | p. 44 |
| Starting with Research | p. 46 |
| Dealing with Customers in Real Time | p. 49 |
| Making the Case for Mobile Internally | p. 52 |
| The Mobile Time-Shifting Conundrum | p. 58 |
| Mobile Phone Usage | p. 60 |
| Customer Engagement in a World Gone Mobile | p. 65 |
| Mobile Business Goal Alignment | p. 66 |
| Follow Your Customers | p. 67 |
| Mobile Engagement | p. 68 |
| Find Solutions That Drive Engagement | p. 69 |
| Provide Value and a Call to Action | p. 74 |
| Hyperlocal Mobile | p. 75 |
| Test and Learn | p. 76 |
| Test, Learn, Evolve | p. 78 |
| Avoid the Bright, Shiny Object Syndrome | p. 79 |
| There's an App for That: The New Broadcasting | p. 81 |
| Mobile Content and Context as King | p. 81 |
| Watching TV and Reading on a Phone | p. 82 |
| Transforming the Book Experience | p. 84 |
| Constant Content | p. 89 |
| The Role of Video in Mobile: The Reinvention Paradigm | p. 92 |
| New Content for a New Medium | p. 94 |
| Age of the Mobile Video Platforms | p. 96 |
| Advertising on Mobile Video Platforms | p. 99 |
| Where to Spend on Mobile Marketing | p. 101 |
| Closed Mobile: There's a Map for That | p. 105 |
| Mobile Computers | p. 107 |
| Using Apps Phones | p. 108 |
| On Location, On Location, On Location: LBM | p. 113 |
| Marketing in Place | p. 113 |
| Brick and Mortar as Asset | p. 115 |
| In Motion Research | p. 118 |
| Keeping Up with Customers | p. 120 |
| Driving, Keeping, and Converting Customers | p. 121 |
| Brands and Geolocation | p. 143 |
| The Long Stretch of Location-Based Marketing | p. 147 |
| The Finding: Search on Steroids | p. 149 |
| The New Mobile Search: The Finders | p. 149 |
| Finding It When Needed | p. 153 |
| Finding by Codes | p. 155 |
| The 2D Bar Code Platform | p. 159 |
| The Reality of Augmented Reality | p. 163 |
| More Efficiency with Finding | p. 165 |
| Social Goes Mobile | p. 167 |
| Mobile as Social Platform | p. 168 |
| Location Awareness | p. 169 |
| Self-Aggregation | p. 170 |
| Hyperlocal Marketing | p. 173 |
| Marketing with Location-Based Services | p. 175 |
| The Race to Installed Base | p. 181 |
| The Push-Pull of Mobile | p. 183 |
| The Pull of SMS Marketing | p. 183 |
| One-Time Event Mobile Marketing | p. 186 |
| The Lure of MMS Marketing | p. 190 |
| Mobile Results with MMS | p. 191 |
| The Pull of the Consumer | p. 195 |
| Strategy, Goals, and Flexibility | p. 199 |
| The New Laws of (Inbound) Mobile Marketing | p. 201 |
| Mobile Innovation | p. 202 |
| Do Something | p. 203 |
| Mobile Verb Branding | p. 205 |
| Bumps Along the Way | p. 206 |
| It's Not About the Phone, It's About the Value | p. 206 |
| Endnotes | p. 209 |
| About The Author | p. 215 |
| About The Mobile Future Institute | p. 216 |
| Index | p. 219<SpI_ |
| Table of Contents provided by Ingram. All Rights Reserved. |
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