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Common Mobile Marketing Terms – Part 2

Welcome to Part 2 of our series of Common Mobile Marketing Terms. We are providing definitions of terms that are commonly used in Mobile Marketing. We hope that you find these posts useful.

IVR- Instant Voice Response– A computerized system that allows a person, typically a telephone caller, to select options from a voice menu and otherwise interact with the computer phone system from their mobile device.

IVR- Interactive Voice Repsonse– A phone technology that allows a computer to detect voice and touch tones using a normal phone call. The IVR system can respond with pre-recorded or dynamically generated audio to further direct callers on how to proceed. IVR systems can be used to control almost any function where the interface can be broken down into a series of simple menu choices.

Messaging– Collectively, SMS and MMS messages sent to mobile phones/devices. This definition does not include advertisments delivered on WAP sites or advertisements delivered into games on mobile devices.

WAP Site– A website that is specifically designed and formatted for display on a mobile device.

MO/MOM- Mobile Orginated Message– The mobile subscribers initial opt-in message, sent from his/her handset.

MT/MTM- Mobile Terminated Message– The reply message from the consumer’s mobile network that reaches his/her handset after sending the MO message.

Mobile Internet/Wireless Web– The Mobile Web is a channel for delivery of web content, which offers and formats content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs(e.g. updating your micro blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities(i.e. location, connection type such as 3G or WLAN).

Opt-in– The process where a subscriber provides explicit consent, after receiving Notice from the Mobile Marketer.

Opt-out– The process through which a Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber relpying to an SMS message with the phrase “stop.”

These definitions are according to the Mobile Marketing Association

That’s it for this weeks Common Mobile Marketing Terms. If you have specific terms you would like defined please feel free to let us know and we’ll include them in our next post.

Or check out:

Common Mobile Marketing Terms Part 1

About Adam

Adam Small is the CEO of Connective, LLC, which owns Connective Mobile and Digital Home Info. Connective Mobile is a text messaging solution offering group texting, subscription management, both SMS and MMS, and a robust API that's integrated as a third party solution for major marketing technology platforms. Digital Home Info is a Real Estate Marketing Platform that provides lead generation, digital marketing and CRM services to the real estate industry.