The mobile world is fast changing and filled with many outlandish terms to the uninitiated. Don’t feel intimidated! Here’s a quick glossary guide to some of the most popular terms you may encounter.

1. MOBILE MARKETING glossary
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2. 2D Barcode A graphic image that can be photographed by a cell phone
(QR Code) camera and causes the cell phone to take an action
embedded in the graphic, such as providing details on a
specific product. Requires software to be already operating
on the phone.
Acquisition Rate Percentage of respondents who opted in to participate in a
mobile/initiative/campaign. Acquisition rate = total
participants/total audience.
Ad Impression The phenomenon in which consumers cease to notice ads
because the ads are always in the same place or are
unnoticeable for whatever reason.
Ad Blindness An organization that acts as middleman between application
and content providers, and mobile carriers. Provides
message traffic throughput to multiple wireless operators or
another aggregators; provides mobile initiative campaign
oversight, and administration, as well as billing services.

3. Alerts Notifications, typically in the form of a text or multimedia
message, containing time-sensitive information (event
details, weather, news, services upates) that are pushed to a
mobile subscriber who has opted-in to receive this
information. Note: if the the mobile subscribers has not
opted in to receive said information, the notification would
considered SPAM
Asynchronous A type of two-way communication that occurs with a time
delay, allowing participants to respond at their own
convenience.
Average Revenue A commonly used financial benchmark to measure the
average revenue generate by a mobile carriers mobile
Per User (ARPU) subscriber, or “user”
Background A background audio clip that is played throughout the MMS
message. An example is a jingle
Audio Ad

4. Banner Size The width and length dimensions (typically presented in
pixels) of a banner/image advertisement placed on the
mobile web
Blink Message Text message that contains blinking text for the purpose of
emphasis
Bluetooth A communication protocol that enables mobile devices
equipped with a special chip to send and receive
information wirelessly over shortranges using the 24GHz
spectrum band.
Brand Awareness A marketing campaign that is designed only to increase
Campaign awareness of a brand name and not set up to elicit direct
response.

5. Call to Action A statement of instruction, typically promoted in print, web,
(CTA) TV, radio, on-portal, or other forms of media (often
embedded in advertising), that explains to a mobile
subscriber how to respond to an opt-in for a particular
promotion or mobile initiative, which is typically followed by
a Notice.
Chat Bots A computer-generated response sent to chat participants.
These responses are sent without human interaction.
Click The act of when a mobile subscriber interact with (highlights
and click on) an advertisement (banner or text link) another
actionable link, that has been served to their screen.
Click Through The act of a website visitor who clicks on an ad and gets to
(Web) the page that is being advertised.

6. Click -Through The process that takes a mobile subscriber to a jump or
(Mobile) landing page once the mobile subscriber has clicked on a
link.
Click-Through A way of measuring the success of an online or mobile
Rate (CTR) advertising campaign. A CTR is obtained by dividing the
number of users who clicked on an ad on a Web page by the
number of times the ad was delivered (impressions).
Click-to-Call A link on a mobile web page that when clicked initiates a
phone call.
Click-to-Video A ink on a mobile web page that when clicked initiates a
video to play on a mobile device.

7. Contest A promotional mechanism that includes a prize and a game
of skill. Consideration is allowed, but there cannot be any
element of chance.
Cost per A standard advertising rate of charging/paying for how many
Thousand (CPM) thousands of people view an ad.
Coupon A ticket, message, and/ or document that can be exchanged
for a financial discount on a product or service.
Data Plans Pricing Plans charged by cell phone carriers for mobile web
access, text messaging, GPS, and other uses in addition to
standard phone calls.

8. Double Opt-In The process of consumersʼ agreeing to a confirmation
message that they want to receive a text message or email
subscription.
End-User A person who accessed and uses a product. (e.g. a user
who watches a video using their mobile device)
Guerrilla Low or no-cost marketing tactics that are ofter implemented
Marketing Tactics at a grassroots level.
Image Ad An image on a mobile web site with an active link that can
be clicked on by the wireless subscriber. Once clicked, the
wireless subscriber is redirected to a new page, another
mobile web site or other destination where an offer resides.

9. Impressions A business metric for counting the number of times mobile
subscribers have viewed a particular page, mobile
advertisement on a mobile internet site or embedded within
a text message or similar mobile medium.
Index The database in which a search engine stores content from
every Web page that its spier visits.
Interactive Signs that become interactive when a direct response
Signage mechanism is added to them via mobile marketing.
Jump Page The page or view to which a user is directed when they click
(Landing Page) on an active link embedded in a banner, web page email or
other view. A click-though lands the user on a jump page.

10. Keyword A word or name used to distinguish a targeted message
within a Short Code Service.
Media Worthy Information that is worth the attention of the editorial media
and not just a sales pitch, which is more applicable to an
advertising department.
Microblogging Blogging in short snippets using a thirdparty service such as
Twitter, Pownce, or Jaiku.
Micropost The actual blog post of microblogging.

11. MMS Message A message sent via Multimedia messaging service that con-
(MMS, Multimedia tains multimedia objects.
Messaging)
Mobile Content This is typically an SMS message that either: a) contains
Advertising advertising text; or b) points mobile subscribers to a print,
web or TV advertisement that promotes mobile ringtones,
game, application, subscription services and other mobile
products.
Mobile Coupons Discounts or financial incentives offered via mobile devices.
Usually delivered by text message.
Mobile Marketing The use of wirelesses media as n integrated content delivery
and direct response vehicle within a cross-media or
stand-alone marketing communications program.

12. Mobile Specific Software that analyzes traffic and other data on mobile
Analytical websites.
Software
Off Portal All mobile web content, applications, and programs that are
(Off Deck) not specifically offered to cell phone users directly through
their cell phone carrier.
Optimization Process of modifying/ refining an advertising campaign so
that it will perform more favorably for the advertiser, and
extend reach, boost click-throughs and conversion rates,
etc. Usually, done by using more qualified data about target
market.
Opt-In The process where a Subscriber provides explicit consent,
after receiving Notice from the Mobile Marketer.

13. Opt-out The process thought which a s Subscriber revokes consent
after receiving Notice form the Mobile Marketing. An
example of an Optout process includes, but it not limited to,
a Subscriber replying to an SMS message with the phrase
“stop”.
Page View Unit of measure that tracks the number of times users load a
particular web of WAP site/page.
Pay-Per-Click Online advertising model that allows an advertiser to pay for
the ad only when a customer clicks on the ad and enters the
advertiserʼs site.
Penetration The percentage of the total population that owns a mobile
phone.

14. Predictive Text Intelligent software that makes typing words/text messages
easieron a mobile phone keypad. Utilizes a built in diction.
As the mobile subscriber pressed certain keys, the software
tries to predict the words the mobile subscriber intends to
compose based on the letters that correspond to those keys.
Predictive Text Intelligent software that makes typing words/text messages
easieron a mobile phone keypad. Utilizes a built in diction.
As the mobile subscriber pressed certain keys, the software
tries to predict the words the mobile subscriber intends to
compose based on the letters that correspond to those keys.
Premium SMS Text messages that are paid for by the consumer, usually
recurring subscription or a pay-to-vote option.
Proximity Marketing tat pulls consumers towards the advertiser by
Marketing attracting them to the content. Most often associated with
Bluetooth marketing.

15. Pull Messaging Marketing that pulls consumers toward the advertiser by
attracting them to the content.
Push Messaging Marketing that pushes the message at the consumer usually
by interrupting the actual content.
Real Simple The model for content discovery and purchases that is
Syndication provided by operators on-deck. This model is increasingly
(RSS) emerging off-deck, and replicates the PC Web experience
for sites designed for handsets.
Redemption The number of percentage of consumers that actually took
advantage of a particular offer.

16. Search Engine A form of marketing that seeks to promote websites by
Marketing (SEM) increasing their visibility in search engine results pages.
Search Engine The process of improving the volume and quality of traffic to
Optimization a Mobile Web site from search engines via natural search re-
(SEO) sults for targeted keywords.
Short Code A five-to six- digit code that is used in a text message
campaign.
Short Message Standard text messaging.
Service (SMS)

17. Redemption The number of percentage of consumers that actually took
advantage of a particular offer.
SMS Message A message sent via a Short Message Service. 160
characters in length and most commonly referred to as a text
(or txt).
Smartphone A handheld device that integrates mobile phone capabilities
with the more common features of a handheld computer or
PDS. Smartphones allow users to storeinformation, email,
install programs, along with using a mobile phone in one
device.
Spider Also known as a bot, robot, or crawler. Programs used by a
search engine to discover, download and index Mobile Web
content.

18. Text Ad A static prepended or appended text attached to an
advertisement.
Text Link Creative use for mobile advertisements - represented by
highlighted and clickable text(s) with a link embedded within
the highlighted text. Usually limited to 16-24 characters.
Text Message Marketing campaign using text messaging as the primary
Campaign tool.
Text Message Voting via text message.
Voting

19. Text-to-Mobile- An embedded link in a text message that whenclicked
Site Link launches the mobile browser and loads the site activated in
(Hyperlink) the link.
Text-to-Win Contest in which someone wins by texting a particular
Contest short-code
Tiny URL (bit.ly) A site that takes lengthy URLs (website addresses) and
converts them into short URLs that are copied and pasted
more easily for consumer use.
Transcoding Process of stripping our all unnecessary graphics and
coding from a desktop-built website so that it will be
displayed more effectively on a mobile device.

20. Unique User A specific mobile subscriber. Every mobile subscriber has
some sort of alpha and/ or numeric code that is sent with
each advertisement request. These unique identifiers are
used to determine how many “unique users” view each ad.
Unsolicited Commercial of SMS or MMS messages sent to subscribers
Messages without seeking prior approval.
Unsubscribe Process of opting out a a mobile subscription
service/application.
Vanity Specifically requested short code number. It spells out a
Short Code content providerʼs name, brand, and an associated word or
is easy to recall number sequence.

21. Visibility How well-placed yourWeb site is in thesearch engines for
relevant keyword searches.
Viral Marketing Marketing that is spread naturally from consumers via word
of mouth. Often seen in forwarded email.
Walled Garden The phrase describing carrier portals that only give certain
content to consumers.
WAP An increasingly popular format of choice for mobile web. It is
specifically designed and formatted for display on a mobile
device.
Widget (mobile) A piece of code on a website that runs a small program on
the site. Can be used on mobile devices as well as desktop
sites.