Episode #461: Mobile Influence and the new power of the consumer with author Chuck Martin by untether published on 2013/06/13 11:01:00 +0000 It was just over two years ago that I had Chuck Martin on for his first episode. At that time it was in support of his first book on mobile, The Third Screen. Today he’s back and ready to talk about his second book focused on this industry, this time he is tackling the power bestowed onto the consumer in Mobile Influence: The New Power of the Consumer. For those of you that don’t know Chuck, he is a tireless crusader for mobile – the North American version of Tomi Ahonen. He speaks, writes, curates the best mcommerce content and orchestrates leading events (the last 2 for MediaPost) all over the world. He’s busy but, you’ll soon find out, has not lost his love of this industry. The book focuses on what he calls the “death of the traditional sales funnel” and the emergence of the new mobile shopping cycle – a 6-piece concerto that needs to be played out to truly embrace this brave new mobile world. Aside from what’s in the book (no spoilers here, go and buy the book and read it for yourself!), Chuck has a great perspective about the impact that mobile is having on the buying behaviours here and abroad and we dive into that throughout this episode. We also spend time on the opportunities where companies should be focusing on in order to truly capitalize on the mobile consumer. High energy, intense and insanely knowledgeable, this episode is dense with material and takeaways (like what Best Buy SHOULD be doing to ensure long-term viability and our mutual loathing for banner ads) as well as forward-looking thoughts on the likes of Google Glasses and wearable computing. We even tackle a little existentialism and ponder (out loud) the question of whether or not we are in the middle of the age of enlightenment or innovation. Seriously. Stop what you are doing and watch this from start to finish – then grab the book and do something. Enjoy!