Chuck Martin

Biography

Chuck Martin is the CEO of The Mobile Future Institute and Director of the Center of Media Research at MediaPost Communications Inc. As a digital pioneer, researcher, and public speaker, Martin has had his thumb on the pulse of the interactive marketplace for more than a decade.

Martin`s most recent book, THE THIRD SCREEN: Marketing to Your Customers in a World Gone Mobile, defines the implications, strategies, and tactics to thrive in business in the coming mobile revolution. The book links the technological developments to the behavioral changes that go hand-in-hand and reveals the unexpected aspects of the coming changes in mobile, preparing marketers and businesspeople for what lies just around the corner.

The Mobile Future Institute, is a U.S-based think tank that focuses on business strategies and marketing tactics for a world gone mobile delving into how, when, and where marketers should best interact with mobile customers. The Institute and Martin are on the forefront of mobile research exploring how the mobile consumer is on the move, on location and how marketers can most effectively reach them in this new digital landscape.

As the Director of the Center of Media Research at MediaPost Communications Inc., Martin conducts and markets original research for media, marketing and advertising professionals. The Center for Media Research provides a dependable source of research material to help media professional identify trends and patterns in traditional and online advertising.

Martin is the former Vice President of IBM, where he ran a division responsible for business strategy solutions in the media industry, including publishers and advertising agencies.

Martin is a New York Times business bestselling book author of numerous books, including The Digital Estate, Net Future and Max-e-Marketing in the Net Future (co-author). He was the founding Publisher of Interactive Age, the first publication to launch in print and on the Web simultaneously and the associate publisher at Information Week, a magazine targeted to CIOs and information technology professionals.

Publications

THE THIRD SCREEN: Marketing to Your Customers in a World Gone Mobile

A new breed of consumer is emerging. The smartphone has enabled consumers to be plugged in, always on, and in control of their own media exposure in a way that changes the fundamental assumptions of marketing and service.

To reach this new consumer, businesses must move from mass marketing to participatory marketing, where consumers tap into extensive online networks of information about a company`s products and services. In THE THIRD SCREEN: Marketing to Your Customers in a World Gone Mobile (Nicholas Brealey Publishing), mobile evangelist and leading business author Chuck Martin offers a roadmap, grounded on research, that will help businesses understand the necessity of -- and the detailed steps for -- providing mobile marketing and advertising.

The first screen -- the television -- allowed companies to send ads directly to consumers` living rooms, reaching millions with well-crafted and tested messages as the consumers maintained a passive role. The second screen -- the personal computer -- allowed companies to interactively communicate with and sell to consumers, easily gaining customer feedback. The third screen -- the mobile device -- changes the rules entirely by creating a completely -- untethered consumer, free from the constraints of traditional broadcast or online communication, who can search on the move and share information with other customers in real time.

The challenge for marketers, Martin explains, is to decide the best way to interact on the consumer`s terms, and to define the future of their brand in the mobile environment. Going beyond a mere exploration of the technological advances that are being made in the field of m-commerce, Martin delves into the behavioral changes that go hand-in-hand with them, preparing marketers and businesspeople for what lies ahead.

THE THIRD SCREEN reveals how key mobile innovators, representing brands both large and small, are becoming the mobile platform providers of the future. It clarifies for marketers the role of m-commerce; mobile video; SMS (text) messaging; location-based marketing, advertising, and media; and the new laws of inbound marketing.

Titles

Mobile Marketing
In a world gone mobile, all information will be available to all consumers, all the time, creating new business challenges, from how to market in real time and how to market all the time.

The Rise of the Untethered Consumer
They have limitless boundaries and can interact wherever they are whenever they want. The risk of businesses not adapting to the mobile trend is twofold. First, to miss opportunities to market and relate to these untethered consumers and secondly to lose customers who find and interact with a competitors instead of you.

Location Based Marketing
An opportunity for brands and marketers to insert themselves at the moment and on location to reach out to untethered consumers who seek immediate knowledge and service.

What Leading Companies are Doing with Mobile
Mobile innovation can come from almost any place in any organization. While a robust and growing mobile industry continues to fuel the technology power behind the mobile revolution, there are innovators at well known brands leading the charge in mobile inside their respective companies.

Social Goes Mobile
Social media is all the buzz in business today and the convergence of social networking and mobile devices is a very natural progression, leading to social networking on steroids. Mobile applications have been created for social media flat forms and for marketers the opportunity (and challenge) is to know when and how to participate or add value their customers within these venues.

How to Use Smart Phone Technology to Reach Customers

The Push Pull of Mobile