Secrets to Success Deborah Cole Micek and John-Paul Micek

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The Third Screen gains importance

IN ONE OF our recent advanced-blog teleclasses, a participant asked what "third screen" means and why she should care about it as a business owner.

Third screen refers to cell phone and iPod screens. It comes from the assumption that TV was the first screen, the computer was the second screen, and now the third screen is on mobile devices like iPods and cell phones. The third screen makes the New Media Revolution mobile.

The third-screen concept is new (generally) for those who are over 30 years old. But for people under 25, it's natural and is really like the second screen. TV is their third or fourth screen. Because of the Internet, the computer is their primary screen and their second screen is mobile. TV is still there, but just like my 8-year old nephew said, "Why should I wait for what I want on TV when I can have what I want right away on the Web!"

I recently watched him text message a friend and I asked him why he didn't just call him. Without batting an eye he said, " 'Cause it's a waste of time.' "

That's the answer as to why business owners need to understand the third screen, and how to use it in their marketing.

While your target audience may not be in the teen or young-adult bracket, you need to be aware of these shifts because this and other aspects of new media are changing the culture of the entire marketplace. Just like rock 'n' roll changed the culture and came from the under-20 crowd, it is happening now with new media -- only it's spreading across generations much faster because it makes sense.

Like my nephew said, in many cases calling someone on your cell phone is a waste of time.

Let's say I had to let you know that I arrived at Ruth's Chris for our dinner meeting and you're stuck in rush-hour traffic. Why should I take the time to call you, get your voicemail, wait to leave a message, then leave the message -- when, by hitting the keypad 10 times, I can send you a text message!

On your end, you're frustrated being stuck in traffic. You can't answer the phone because some idiot just cut you off. So, after you slow to a crawl again you have to call your voicemail, listen to my message, then delete it and hang up. If I text-messaged, you just look at your (third) screen, see my message and know what the call was about.

This convenience factor is just one example of why third screen will gain momentum faster than many other new-media devices. Once you add in that you can watch videos, surf the net, and listen to music using your third screen, you can see that it's a powerful little bugger.

The business owners who learn to leverage the third screen for marketing and communicating with their prospects and clients will have a big advantage over their competitors. It's practical and profitable.