The Third Screen

The Third Screen

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Martin, Chuck Nicholas Brealey Publishing, 2011 Audio summary available
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IN THIS SUMMARY

The nature of marketing has evolved dramatically over recent decades. The “first screen” was television, which enabled one–way communication from marketers to consumers. The “second screen” was personal computers, which have allowed greater interactivity between companies and their customers. Today, marketers are faced with the “third screen”—smartphones—which enable consumers to share information in real-time, wherever they are located. In The Third Screen, Chuck Martin describes how mobile technologies are revolutionizing the way companies market their products and services. Connecting with “untethered consumers” means that organizations will need to use new forms of marketing, as well as modify their existing techniques.