Every new communication technology comes with its own unique terms and mobile marketing is no exception. If you are new to mobile marketing this mobile glossary will help:
Mobile device: An umbrella term for any internet-connected mobile computing device, such as smartphones and tablet computers. Some marketers include non-internet connected cell phones when using this term.
Mobile website: Any website that has been optimized for use on mobile devices.
QR code: A two-dimensional barcode first used in manufacturing, but now widely used as a marketing tool. QR codes can be scanned by any mobile device equipped with a camera and QR code scanning software. Marketers can use QR codes to initiate many different actions, including sending customers to a mobile webpage, opening a new email message, importing contact information, or dialing a pre-set phone number.
QR code marketing: Any form of marketing that uses QR codes to drive customers to take action. QR codes provide a bridge between offline and online marketing activities, transporting customers from a QR code placed on a physical medium like a poster or flyer into the digital realm of mobile websites, mobile surveys and mobile video.
Mobile marketing: A broad term for marketing activities aimed at customers using mobile devices, for example, QR code marketing, advergame, branded app, etc.
Mobile advertising: Any form of paid advertising aimed at mobile customers or delivered on a mobile platform. Examples include SMS advertising, mobile display advertising and local search marketing.
Optimized mobile design: A mobile web design strategy in which a dedicated website is created to serve customers on mobile devices. This strategy is often the easiest and most cost-effective for small businesses.
Responsive mobile design: A mobile web design strategy in which a single website is dynamically adjusted to match the technical aspects of a customer’s browser and display resolution.
SMS message: Also called text messaging, it is a message format used for communication between mobile phones, usually limited to 140 characters of text.
SMS marketing: Marketing programs that use the SMS message format to send communications to customers. This should be done in compliance with permission-based communications programs in keeping with local laws.
Permission-based marketing: Any form of outbound customer communication program that relies on gaining permission from each individual to send messages in a given format. E.g. email, SMS, etc.
Text message marketing: Synonymous with SMS marketing.
Mobile survey: Any online survey that is designed to be completed on a mobile device.
Mobile video: Any online video that has been optimized to be viewed from a mobile device. Usually this involves compressing the video to a smaller file size.
Mobile analytics: A broad term for the measurement and analysis of mobile marketing data, sometimes used interchangeably to refer to the data points themselves. E.g. mobile webpage views, items being collected in a game, QR code scans, mobile survey completions.
Tablet Computer: A small, handheld computer format that relies on a touchscreen as the primary means of user interaction. E.g. Apple iPad, Samsung GALAXY tablet.
Smartphone: A general term used to describe an internet-connected mobile phone with greater computing power than traditional cell phones. E.g. Samsung Galaxy, Blackberry, Apple iPhone.