Marketing in a word gone mobile
23.02.12
DURHAM — In his ninth business book, author Chuck Martin focuses on a cultural and behavioral revolution that has emerged so quickly it almost went unnoticed.
"It was an unseen revolution and it was very big and transformative," Martin said of the subject of his latest book, "The Third Screen: Marketing to Your Customers in a World Gone Mobile." The arrival of the iPhone in 2007 and the rapid growth of smart phones in its wake have given rise to an almost overnight re-evaluation of the economic and instant marketing potential of these devices.
In fact, the changes taking place are so profound that Martin changed the name of his digital marketing research firm to the Mobile Future Institute to reflect the transformation.
"The first screen was television and there are 2 billion of those worldwide. The second screen is the PC and there are 1 billion of those," Martin explained. "The third screen is the cell phone and there are 5 billion of those. That's 77 percent of the planet and it's an extraordinary number by any measure."
Source: Seacoastonline.com