The Third Screen: The Ultimate Guide to Mobile Marketing
Format: PDF / Kindle (mobi) / ePub
An American Express Open Forum Best Business Book
We 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 the
changes 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.
We’re telling clients you have to place your bets. BlackBerry still has a dominant user base tied to the Enterprise. Lots of marketers are carrying two phones, one for work and one for personal use. This makes it challenging for BlackBerry.” In the traditional TV broadcasting model, advertising is a key component and consumers have been trained over many years to accept commercials and various advertising messages. In the early phases of mobile, consumers will again be subject to a training
potential market opportunities. As you’ll see in cases throughout the book, many businesses have found exactly what their customers do with their phones, and they track in great detail specific customer–company mobile interactions. This is one of those times in history that customers are ahead of businesses. Because there are hundreds of thousands of different mobile applications and billions of people using cell phones, consumers are discovering and utilizing phone features and applications
cool-looking mobile innovation. freemium model. A base application that provides certain functions for all customers, which is free. However, a premium version is also available to customers for a fee. monetize. To convert into money. For example, Web marketers explore ways to convert website traffic into sources of revenue; mobile marketers are looking to do the same. Test and Learn Interacting with untethered consumers is a relatively new proposition, as the mobile technology that untied
smartphone. Using Apps Phones On July 25, 2009, a seventeen-year-old Los Angeles high school student left her home to run an errand. She later called each of her parents to ask them how to withdraw cash using her credit card at an ATM. Other than the unusual request, there was no indication that anything was wrong or that the girl was being coerced into making the calls. When the girl did not come home, her parents notified the police. The student’s body was found early the next morning in the
type of applications are complicated because of the POS systems,” says Javitch. “And getting installed base is very hard. But 2D looks better on an ad or anything on packaging and you need a sophisticated camera to read a UPC bar code.” As is typical with platforms in the mobile industry, Scanbuy captures the data and the brand accesses its data through the platform. And because of the speed of mobile and its always-on nature, brand managers can monitor their customer data as it happens.