By Chuck Martin
Assessment writer: Heidi Senior, Univ. of Portland Lib., ORReview resource: Library magazine overview Content:In the development of leisure and data applied sciences from huge to small, a few authors name cellular the “fourth reveal” after video clips, tv, and desktops. Martin (director, Ctr. for Media learn, MediaPost) omits videos from the evolution and dubs cellular the 3rd. cellular applied sciences proceed to proliferate, yet there are few books approximately utilizing them for advertising and marketing; books on social media advertising commonly allocate a bankruptcy to this subject. Martin fills a distinct segment with this slender, information-packed quantity. Readers will how one can leverage a cellular device’s GPS info to tailor promotional bargains to shoppers through location-based advertising and the way shoppers’ information-seeking habit alterations on cellular expertise; how you can modify their ads to fit the cellular platform and the user’s habit; how top to supply opt-in textual content messaging; and extra. he is taking care to deal with readers of all information degrees via together with glossaries. Bulleted lists, statistical tables, and paragraph-length examples leaven the content material. VERDICT This ebook will entice upper-division entrepreneurship scholars in addition to practitioners.
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Additional resources for The Third Screen: Marketing to Your Customers in a World Gone Mobile
Companies that have been successful designing superior customer experiences are well positioned to add mobile marketing to their repertoires. Starbucks, for example, provides mobile information about, and photos of, all its coffees and foods, with store locators and maps based on the consumer’s current location. As in the brick-and-mortar Starbucks stores, the mobile “store” allows users to customize their drinks as well as those of a friend and save them for later use, e-mail them, or post them to a social network such as Facebook or Twitter.
91% Messaging . . . . . . . . . . . . . . . . . . . . . . . . 80% E-mail . . . . . . . . . . . . . . . . . . . . . . . . . . 54% Web/Internet . . . . . . . . . . . . . . . . . . . . . . . 52% Pictures/video . . . . . . . . . . . . . . . . . . . . . . . 51% Search . . . . . . . . . . . . . . . . . . . . . . . . . . 45% Social media .
For example, the so-called basic phone is fading into obscurity. 32 GLOSSARY app. Short for application. Typically downloaded to a smartphone from an app store to enable the phone user to more easily accomplish a task. The task can range from checking the weather to comparing products and services. app store. A service from which a user downloads an app; such services include Apple’s App Store, Google’s Android Market, and Research in Motion’s App World (for BlackBerrys). blindspots. Those customers who cannot be reached because of the limits of a particular campaign.