The expression ‘Mobile Marketing’ has become an essential part of modern marketer’s lexicon. However, great confusion about important mobile marketing terms still exists. Not everyone can clearly define all terms related to mobile marketing and make the difference between mobile marketing terminology and traditional marketing terminology.
Mobile marketing terms come from very different fields, such as marketing, advertising, IT-business, programming, administration and management. In this blog post, we collected the most common mobile marketing terms and provided a detailed description for each of them, in order to help you become familiar with such a terminology in your everyday experience as a marketer or a consumer.
Common Mobile Marketing Terms
Mobile End-User is the person (consumer) who is using the end product or service conceived for mobile.
Mobile User Behavior is the behavior of the consumer on mobile devices. It shows how he or she is using the provided mobile product or service.
Mobile Content is a non-advertising format content delivered to mobile user via any wireless media.
Mobile Search is any type of mobile user’s search via mobile internet.
Mobile User Segments are groups of mobile users who show a similar behavior and very often similar profiles.
mCommerce or Mobile Commerce is an e-commerce for mobile devices. Retail and shopping applications are an example of mobile commerce and can use push notifications to push end-users to make purchases via the app.
Push notifications are messages delivered to a mobile device which direct mobile end-users into the application by just clicking on the message. Push notifications are intended to increase mobile user’s engagement in the app.
Banner Messages are informative push notifications which appear at the top of a mobile device’s screen for a few seconds.
Interactive push notifications are push notifications which give mobile end-users the chance to take an action even if they are not browsing the app. Interactive push notification ask the consumers to give an answer to a question and make a choice related to some relevant information coming from a specific mobile app.
Engagement analytics are real-time analytics which allow to measure mobile users’ engagement. Engagement analytics help to measure the effectiveness of marketing strategies.
Geo-targeting is targeting consumers based on their geo-location and sending push notifications based on their location.
Number of Impressions is a metric which shows the number of times mobile users have viewed a banner or message for one time.
Click through Rate (CTR) is a metric which shows the success of a campaign. It’s the ratio of number of clicks on a specific link to the total of people who visited the webpage or opened the email containing the link.
Daily Active Users (DAU) is the number of users who open a mobile application at least once during the 24 hours.
Monthly Active Users (MAU) is the number of unique users coming into the application at least once during the month.
In App Purchase (IAP) is a purchase which was made by the user while he or she was using the application.