Synopses & Reviews
Review Author: Heidi Senior, Univ. of Portland Lib., ORReview Source: Library JournalReview 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.
Synopsis
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 revolutionary way. Author Chuck Martin explains how in this age of the smartphone and now the tablet era 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.
Synopsis
Expert, cutting edge information for marketing to the generation of shoppers who purchase goods and services on cellphones and tablets.
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.