# The Third Screen: Marketing to Your Customers in a World Gone Mobile: How to Keep Up – and Soar Ahead – in the World of M-Commerce

- Link: https://fundraising.co.uk/2013/04/07/the-third-screen-marketing-to-your-customers-in-a-world-gone-mobile-how-to-keep-up-and-soar-ahead-in-the-world-of-m-commerce/
- Published: 2013-04-07T21:43:41+01:00
- Author: Howard Lake

[amzn_product_post]
This is not the Lean Back of the TV, or the Lean Forward of 
the PC, But Rather the Pull It Forward of mobile… It s up close, it s personal and
it s always on. The television allowed companies to send ads directly to consumers
living rooms, and the computer allowed them to start interacting with their customers.
The third screen the mobile device changes the game in an even more radical way.
The birth of m-commerce is not just about using the phone to pay for something. 
it is revolutionising the entire buying process based on location. Marketing has
now become hyper-local.

 

 

 

## Advertisement

Author Chuck Martin explains how in this, the age of the smartphone and now the 
tablet the nature of marketing is changing as well, creating a new system of participatory
advertising in which untethered customers and forward-thinking companies must exchange
valuable information within the cloud. In Singapore, for example, a mobile app has
been developed that maps the insides of shopping malls so advertisers can target
customers based on their exact location and shopping habits. M-commerce is also 
heating up in Europe with Italian and Swedish buyers warming most to the idea. Regardless
of where buyers are located or whether they re purchasing or just browsing companies
need to come up to speed on how to reach them. This essential guide allows businesses
to keep up and soar ahead in the new world of m-commerce.

 

 

 

 

 

 

In June 2011 @katiebacon said that she’d write some blog posts about how @chuckmartin’s
book might be applied by charities and nonprofits:

 

 

 

http://www.katiebacon.co.uk/unicef-twitter-facebook-and-third-sector-social-media-
convention/

 * **[The Future of Nonprofits: Innovate and Thrive in the Digital Age](https://fundraising.co.uk/2013/04/07/the-future-of-nonprofits-innovate-and-thrive-in-the-digital-age-2/)**(
   7 April 2013)
 * **[Who’s Who in Charities 2011](https://fundraising.co.uk/2013/04/07/whos-who-in-charities-2011/)**(
   7 April 2013)
 * **[Charity Market Monitor 2011](https://fundraising.co.uk/2013/04/07/charity-market-monitor-2011-2/)**(
   7 April 2013)