Recently, we began a glossary of mobile marketing terms to help business owners and marketers become more familiar with commonly used mobile language. We’ve also discussed the differences between mobile-friendly, mobile-optimized and responsive design.

With this glossary installment, get to know 12 more mobile marketing terms necessary to inform your mobile strategy.

App Store Optimization (ASO): Techniques used to improve a mobile app’s visibility within the app store in order to increase installations and users. The most common ASO technique is using appropriate keywords in the mobile app’s name or description.

Click-to-Call: Mobile event allowing the mobile user to initiate a voice call by clicking, or tapping, a link.

Common Short Code (CSC): A string of numerical digits, between four to six characters in length, sent as message by a mobile user in response to a mobile marketing campaign. For example: “Text WIN to 12345 for your chance to win!”

Geofencing: Feature using GPS or location services to create a virtual boundary. This boundary may be used to send app users push notifications as they enter or leave. For example, a coffee shop may offer a drink coupon when a mobile app user is within a certain mile radius of a brick and mortar store.

Geotargeting: Targeting a mobile user based on his or her current location and sending push notifications accordingly. Similar: Location-Based Services

Location-Based Services (LBS): Services provided to a mobile user based on the geographical location of his or her mobile device. To be possible, location services must be enabled. Location-based mobile marketing messages should be deployed to subscribers upon entering or leaving a certain geographical locality. Similar: Geotargeting, Geofencing

End User: The individual who actually uses the product or service provided. Sometimes also called consumer.

Free To End User (FTEU): Application made available to the end user at no cost other than an opt-in subscription. The application provider typically absorbs any costs, such as SMS/MMS fees; however, mobile carriers may charge additional fees.

Gamification: The process of adding gaming characteristics to a mobile app in order to increase engagements. Gamification includes, but is not limited to: point systems, levels, challenges, rewards, or competition.

Mobile User Experience (mobile UX): Aspects of what the end user feels and experiences, including his or her emotions and attitudes, while engaging with a company and its products and services from a mobile device.

Mobile User Interface (mobile UI): The visual part of a mobile website or app in which the interaction occurs between mobile user and device.

Personalization: Tailoring the mobile user experience based on customer data, including online search and purchase habits, collected through previous use of a mobile app or other marketing channel. This data, combined with profile information, helps determine the types of push notifications, suggested content, product recommendations, and even pricing most appropriate for the specific user.