Glossary
of Mobile Marketing Terms
- 3G: Third-generation technology for
high-speed Internet access on mobile devices.
- Aggregators: A service conduit
across all carriers; it represents the transmission pipe
for getting SMS messages into the hands of recipients,
regardless of whom they use as their cell phone company
of choice; MobileMailbox seamlessly integrates with all
aggregators, allowing your messages to be received by all
mobile phone subscribers, regardless of carrier.
- Click to Call: A link on a mobile
web site (WAP site) that, when clicked, initiates a call
from that phone to a predetermined number.
- CPM: Cost Per Thousand
- Keyword: The response code that a
message recipient would text back to a predetermined
short code to initiate a response; for example, "Text
CK100 to 88202 for more info."
- Location Based Services (LBS): A
platform for pushing a message to a mobile device based
on the physical location of the individual, determined by
an embedded GPS chip or triangulation with cell phone
towers; LBS based campaigns will be available through
MobileMailbox by Q4 2009.
- Multimedia Messaging Service (MMS):
A type of messaging that enables the sending of
multimedia objects such as images, audio, and video as
opposed to the simple text enabled by Short Message
Service (SMS); MobileMailbox can push MMS type messages.
- Permission Push: A message sent,
typically after a customer file cell phone append, to
alert the recipients that they will be getting special
offers and promotions from your company; it also provides
them with the opportunity to opt-out of receiving
information via their cell phone from your company.
- Pull Messaging: A process where a
person initiates a request from his/her mobile phone; in
this scenario, the mobile marketer might have banner ads
on the Internet, display ads in magazines, physical
billboards, copy in e-mail messages and/or direct mail
pieces that asks the viewer/recipient to text a keyword
to a specific short code to initiate action; in this
case, an external medium is used to pull a response via
the mobile device; MobileMailbox offers pull campaign
deployment at a CPM based on the received responses.
- Push Messaging: The transmission of
a message/offer via SMS/MMS to an individual’s mobile
phone; MobileMailbox offers a push service to a marketers
house file or external prospecting files on a CPM (cost
per thousand) basis.
- Shared Short Code: To reduce costs
for marketers, a single short code can be shared,
relating and tracking responses by the unique keywords
assigned to mobile marketers; MobileMailbox handles the
allocation and tracking on behalf of its clients.
- Short Code: A five-digit code that
is shared across carriers; primary usage allows message
recipients to respond to an offer by texting back a
specific message (keyword) to a specific short code.
- Short Message Service (SMS):
Commonly referred to as ‘text messaging’ or ‘texting’,
SMS is a service available on most digital mobile phones
that permits the sending of short messages (160
characters) between mobile phones and other handheld
devices; to respect privacy, MobileMailbox reserves 20
characters for a standard opt-out message, allowing
message recipients to halt the receipt of special offers
on their mobile device.
- Wireless Application Protocol (WAP):
A standard enabling technology that facilitates access to
the Internet from a mobile phone.
- WAP Site: A website that is written
in or dynamically converted to WML (Wireless Markup
Language) that can be accessed and displayed by the WAP
browser on the mobile device.
- Zip Select: A simple and effective method for geo-targeting mobile phone users by their billing zip code; for retailers, a series of zip codes can be generated based upon a predetermined radius around each brick and mortar location; this zip select file can then be used to select mobile phone users for a geo-targeted push messaging campaign.