Boston, Jan. 20, 2013, –Chuck Martin is a New York Times business best-selling author, CEO of Mobile Future Institute and the Editor of the MediaPost mCommerce Daily, where he writes the daily MobileShopTalk column. Martin has been a leading pioneer in the digital interactive marketplace for more than a decade.
Chuck Martin (middle) answers questions from Chinese business executives at a mobile Internet conference at IBM software campus in Littleton, Mass. in December 2013 (photo provided by Cheers Publishing).
Mr. Martin’s new book, Mobile Influence: The New Power Of The Consumer, illustrates the impact mobile is going to have and the future of the market. The Mobile Shopping Life Cycle involves six stages, each thriving with opportunities for marketers to engage with m-powered consumers and to influence their choices. Some of the most innovative leaders in the mobile field share their experiences and success stories as the best way to employ mobile influence is demonstrated.
The explosion of mobile access across the globe has shaken the foundations of the traditional sales funnel, and businesses are scrambling to adapt and find new ways to tap into the market. For all their effort, many have failed to realize that the issue is not how to reach the customer where they are, but where they are going and their mindset at the moment. With the staggering growth in the use of mobile technology as both product research and purchase point, businesses have yet to fully understand the important role mobile devices play in the basic structure of the traditional shopping model and the new importance on linking behavior with location.
Mobile Influence has been translated into Chinese, and published in China at start of 2014, according to Ms. Zhao Yanlin of Cheers Publishing in Beijing. The Chinese version of Mobile Influence has become one of the best sellers in technology category, and can be ordered at dangdang.com.
Mr. Martin’s another book The Third Screen focuses on marketing via mobile devices. Marketing to Your Customers in a World Gone Mobile, defines the implications, strategies, and tactics to thrive in business during the 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 business people 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 former Director of the Center of Media Researchat MediaPost Communications Inc., Martin conducted and marketed original research for media, marketing and advertising professionals.
Mr. Martin is a former Vice President of IBM, where he ran a division responsible for business strategy solutions in the media industry, including publishers and advertising agencies.