The Third Screen, New Edition by Martin, Chuck -- Read -- Imperial Library of Trantor

Index

Cover Page Title Page Copyright Page Dedication Contents Foreword Acknowledgments Introduction

About This New Paperback Edition Mobile is Game Changing The Under-the-Radar Revolution Mobile Is Unique The Mobile Market The Untethered Consumer The Mobile End Game

Chapter 1 The Rise of the Untethered Consumer

Mobile Is Personal The m-Powered Customer Mobile Makes It Direct The Customer as Mobile Platform Mobile Drives Behavioral Change Traveling with the Buyers Global Mobile Luxury Brands and Mobile

Chapter 2 Smartphones Rule

A Computer for Every Hand The Birth of the Cell Phone Enter the Smartphone: The Two-Phone Era Just Another Thing in My Pocket (vs. The Main Thing in My Pocket) Enter the iPhone Era The Platforms Old vs. New Phones Old Phone Money The Smarts of the Smartphone Spreading the Word on Apps The iPad: The Lure of the Vanity Buy The Push Behind Smartphones

Chapter 3 Real Time Moves to All the Time

Information Resides in the Smartphone “Cloud” Real-Time Bidding for Marketing Messages Starting with Research Dealing with Customers in Real Time Making the Case for Mobile Internally The Mobile Time-Shifting Conundrum Mobile Phone Usage

Chapter 4 Customer Engagement in a World Gone Mobile

Mobile Business Goal Alignment Follow Your Customers Mobile Engagement Find Solutions That Drive Engagement Provide Value and a Call to Action Hyperlocal Mobile Test and Learn Test, Learn, Evolve Avoid the Bright, Shiny Object Syndrome

Chapter 5 There’s an App for That: The New Broadcasting

Mobile Content and Context as King Watching TV and Reading on a Phone Transforming the Book Experience Constant Content The Role of Video in Mobile: The Reinvention Paradigm New Content for a New Medium Age of the Mobile Video Platforms Advertising on Mobile Video Platforms Where to Spend on Mobile Marketing Closed Mobile: There’s a Map for That Mobile Computers Using Apps Phones

Chapter 6 On Location, On Location, On Location: LBM

Marketing in Place Brick and Mortar as Asset In Motion Research Keeping Up with Customers Driving, Keeping, and Converting Customers Brands and Geolocation The Long Stretch of Location-Based Marketing

Chapter 7 The Finding: Search on Steroids

The New Mobile Search: The Finders Finding It When Needed Finding by Codes The 2D Bar Code Platform The Reality of Augmented Reality More Efficiency with Finding

Chapter 8 Social Goes Mobile

Mobile as Social Platform Location Awareness Self-Aggregation Hyperlocal Marketing Marketing with Location-Based Services The Race to Installed Base

Chapter 9 The Push–Pull of Mobile

The Pull of SMS Marketing One-Time Event Mobile Marketing The Lure of MMS Marketing Mobile Results with MMS The Pull of the Consumer Strategy, Goals, and Flexibility

Chapter 10 The New Laws of (Inbound) Mobile Marketing

Mobile Innovation Do Something Mobile Verb Branding Bumps Along the Way It’s Not About the Phone, It’s About the Value

Endnotes About the Author

About The Mobile Future Institute

Index