Summary:
The book explores the transformation of marketing strategies with the rise of mobile technology, examining how smartphones and tablets have become the primary platform for consumer engagement. It provides insights into the mobile consumer's behavior and offers practical advice on how businesses can leverage mobile marketing to reach and interact with their target audience effectively.
Key points:
1. Third Screen Concept: Chuck Martin defines the third screen as mobile devices, following TVs and PCs. He stresses mobile's role in marketing for reaching consumers anywhere with personalized content.
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