Short code, LBS, wearables.

Session length, time in app, screen flow.

Mobile marketing is not only a relatively new field, but also one that comes with its own jargon. Navigating the field of mobile marketing terms and lingo can be confusing, but it is essential for small business marketers to know and understand the correct general, marketing and analytics terms to use.

Use this guide (which will be expanded each month) to get up to speed on the mobile marketing terms you need to know. 

Acquisition rate: Total participants who opted-in to a mobile marketing campaign (or initiative) divided by the total audience.

Android: Android is the open source operating system developed by Google.

Bandwidth: The carrying capacity, or amount of data that can be pushed through a connection, in a given period of time. Digital bandwidth is measured in bits per second (bps), kilobits per second (kbps), or megabits per second (mbps). Analog bandwidth is measured in Hertz (Hz, kHz, MHz, GHz).

Call-to-Action (CTA): Instruction to the mobile user on how to respond to an opt-in request of a mobile initiative. The action can be to click a link, send a mobile text, call a phone number, and more. 

Click-through Rate (CTR): A way of measuring the success of a mobile campaign by calculating the number of clicks your mobile ad receives divided by the total number of impressions (or views) to the same ad. 

Cloud computing: Sometimes called “software as a service” or “web-based software services,” cloud computing refers to the various business services, such as email, storage or accounting, that are supplied over the Internet.

Conversion Rate: A way of measuring the success of a mobile campaign by calculating the percentage of users who complete a desired goal, like submitting their e-mail address, making in-app purchases or clicking on an ad, by dividing this number of goal achievers by the total number of visitors.

iOS: The operating system used for mobile devices manufactured by and distributed for Apple Inc., including iPhones, iPads, etc.

Open Source: Refers to a program or software in which the source code is available to the general public for use and/or modification from its original design, free of charge.

Platform: The operating system used on mobile devices to access the web and mobile apps. To reach the maximize number of users, businesses should create different versions of an app for different device platforms.

Push notifications: Messages delivered to a mobile user’s home or lock screen when the user is not actively engaged in the app. These messages are often used to drive attention and traffic back to the mobile app.

Second screen: Second screens are smaller screens, like smartphones and tablets, which are used simultaneously with a larger first screen, like a laptop or TV. Perhaps the most common second screen activity is live-tweeting a television show or event.