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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.
The Ultimate Guide to Mobile Marketing - Revised and UpdatedAn American Express Open Forum Best Business BookWe are in the midst of a technological revolution bigger than the television or the PC. How do we, as marketers, harness mobile technology to serve our customers most effectively?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. Now, the "third screen"-the mobile device-changed the game in an even more revolutionary way. The Third Screen: The Ultimate Guide to Mobile Marketing defines the implications, strategies, and tactics used to thrive in business during the mobile revolution. This revised, updated paperback links technological developments to behavioral changes, reveals the unexpected forces of thechanges in mobile, and equips marketers and businesses for the future.A new breed of consumer has emerged: on the go and always on, tapping into content at the touch of a button-anytime, anywhere.
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