The rise in marketing activity for the mobile users is huge because the use of these devices such as phones,tablets and phablets is increasing at a phenomenal rate.Nearly everybody in the whole wide world has access to at least one mobile device and to many people they are the only method they use to speak,watch,shop,read and select services available to them.This is an extremely new,fast moving market and has also thrown up a totally new language that is, at first contact, impenetrable to the non user.You may be computer savvy and know your DOS from your RAM but do you know your MAU from your NPS.
No. Well you will after reading this article which sets out a normal speak definition for 50+ of these new,baffling terms used in mobile marketing.
Firstly we will explain the more general terms used and then move on to more specific and app orientated terminology.
These overall categories which all marketing related to the mobile word are:-
Descriptions used regarding any mobile technology.
Recently manufactured popular phrases
Expressions used to describe types of analysis
Terminology regarding marketing for Mobile Phones
Reviews for apps used on mobiles.
Specific other usage of terms.
General mobile technology terms which equally apply to phones and tablets. Most are easily understood as they are a factual description of what they are or do, some are acronyms which become obvious when the words are spelled out.
Web Apps : These are very similar to normal apps but with the difference of them being web based.They do not have to be downloaded and are usually job specific and used for a variety of tasks such as releasing blog posts to your site, releasing time, or daily messages to social media. Evernote and Hootsuite are two well known examples.
SoLoMo : This is the acronym for Social Local Mobile and basically use the platform of social media in a localized area for Mobile users. A well designed app if your released copy is specific to a geographical area on specific social platforms.
SDK :A collection of web based tools arranged in kit form to provide development assistance to software developers and can be used for creation of apps used in development,any facet of marketing as well as analysis tools or information gathering which can be inserted into existing applications. Once amalgamated these various applications form a Software Development Kit.
Second Screen : It is exactly what it says,another larger monitor which is used whilst carrying out another activity which may or may not be related. Examples would be messaging whilst watching live TV, tweeting whilst viewing a video on you tube.Basically involving two screens for unrelated activities.
Recently manufactured terminology which is loosely equivalent to the real meaning of the phrase.
Android : The little green man is the symbol of Googles operating system known as Android and is currently the most popular mobile operating system.
iOS : The Apple developed system which is used to power all their equipment such as iPads and iPhones.It is only used on Apple devices and is what makes their equipment different.
Jailbreaking : The removal by technical means of hardware or software restrictions on mobile equipment to improve it’s performance and becoming free from the original manufacturers restrictions.This adjusting of the settings is generally carried out on Apple products to give the user more freedom away from the standard allowed activities.
Unlocked: Removing the dependency on network provision which allows the customer to use a phone which was designed to be used solely on network A and allowing it to use network B with a different SIM card. These phones are generally GSM,Global System for Mobiles,or CDMA,Code Division Multiple Access. The European market generally uses GSM as do T-Mobile and AT&T in the US,whilst Verizon and Sprint use CDMA. By unlocking your phone you can use any sim card in any country. Frowned on by the networks but not illegal.
Wearable Tech Pretty obvious really ,any technology not carried as in glasses or watches,if it doesn’t go in your purse or pocket but on your arm or head it’s wearable technology.
Expressions used to describe types of analysis.
App Analytics : Detailed analysis of what your app is being used for,when it is being used and by how many people.The difference between app’s and web pages is a page is there to provide information and an application is to carry out a task,it is applied to do something.
To find out what it is being used for you need to understand the data provided by the results of data from users,MAU and CTR to refine and improve the efficiency of the app and make it more attractive to more users.
App Funnels : Measuring the path of the user from log in to completion by the app leading them through a set of pre determined actions to reach the desired goal.It can also be used to track the route that was used if it did not reach the required finish.
CTR : Click Through Rate is a numerical visualization of the number of clicks obtained compared to the amount of views.The aim of all mobile marketing is to obtain a high CTR means that not only are people clicking on the advertisement but are also looking at it.
Conversion Rate : Basically the success of your campaign expressed as a percentage.Once the advert is written the purpose is identified as in visiting an ad, purchasing a product or even just signing up to a newsletter if you obtain 100 visits and 58 people sign up to receive your latest news you have achieved a conversion rate of 58%.
Cohorts : A classification of a group of users who share characteristics similar to user segments but specifically a similar group who committed to your app in the same month,used the same offer,came from the same advert etc.
DAU : This is as above but on a daily basis which would be more liable to peaks and troughs so not as good a performance indicator.
Dimensions : Individual collections of data used in decision making.They are session relevant and can cover user status,are the returning or are they new,what device are they using and at what time of day.Basically a set of filters which can be used if you want to start a campaign for a specific user group on a certain type of equipment during specified hours.
LTV : Life Time Value is a measurement of the usage of a specific client in certain ways.It may be monetary as in how much they bought or could be how many images have they downloaded or articles read.The clients contribution to your business.
MAU : The initials stand for Monthly Activity Users and is a method of obtaining usage figures which show the number of downloads as well as amount of usage and should be used in conjunction with the two figures to give a greater overview of the usage of the app. An example of it’s usefulness would be if the download figure was,say,100 and the usage 10. This would indicate a problem which could be with the download,usage instructions or not giving the user the experience they want. Obviously if the figures were 100-95 it would show that all is well. So it is an indicator of usefulness from a customers perspective.
NPS Surveys : It is called as the Net promoter score.A means of measuring the loyalty of your users by asking them to complete surveys where they allocate marks on your app on a scale of 1-10. Those clients that mark you lower than 6 are not used in any further marketing activity because they are likely to pass comments which are considered to be detracting on your products. This group are known as detractors.Marks of 7-8 are regarded as neither helpful or detracting and are therefore classified as passives and may or may not be used for reviews. A client who marks you-10 is known as a promoters and are considered a great asset in marketing . These are the ones you use to place reviews at the app store or trade reviews and once you have sufficient promoters you can ignore the passives and detractors as they will either give a less than favorable review or give none at all.
Platform : Specifically the clients operating system used by their mobiles to access your app.It is almost certain that each app will need slightly modified applications for each individual platform as they will probably react in different ways.
Screens : This shows the number of pages viewed and the number of different views within the application that were visited.
Screen Flow : It shows the number of screens visited and what order they were viewed in. A means of checking if the designers perception of order is the same as the users.
Sessions : The number of times your app is opened by users.This metric is not used to measure length or time just number of times.
Session length : The amount of time between opening and closing or between opening and navigating away for more than fifteen seconds.
Session Interval : It shows the frequency of usage by a customer based on the time difference between last viewed and next view.his is used to show the frequency of returning users.
Time in App : A measurement of the usage during a specific time scale,monthly,weekly or daily actually it is a period specific of session length and indicates the usual time of usage,is it AM or PM weekday or weekend.Enables fine tuning to improve relevance to the time of day used.
User Segments : Those users who share behavioral similarities or are users of similar data profile. An easily identified grouping who will give similar feedback and can be used as a group to check on actual activity compared to perceived actions taken.
Terminology regarding marketing for Phones
App Marketing : The total effort expended in creating,earning and retaining app users. The whole reason for the business and covering all aspects specific to the marketing effort for mobile phone marketing.
ASO : App Store Optimization is the detailed analysis and implementation of all aspects of your design to ensure that it is keyword correct,visually friendly,optimization of all relevant features and constantly monitored to produce good customer feed back.
App Reviews : The measurement by the users of the value,or otherwise, of your app.These are free adverts in the form of unbiased user comments and are the highest quality references available.Equivelant to word of mouth recommendations in pre web commerce.The most likely means a new subscriber will use to decide on your product.If you have multiple 9/10 or many 5* reviews you will succeeded over the 5/6 or 3*.
Reviews for apps used on mobiles.Phones as well as Tablets [and now Phablets]
Alert Messages : Normally date related and requiring customer action.They are another form of push notifications but are effective because they occupy the screen and need customer participation to move them
App Versions : The latest most up to date bug free version of your app which existing customers should download to ensure the best customer usage.Cannot be stressed enough that if you improve your app customers must be advised and given access to the new version to ensures quality user satisfaction,and great reviews.
App Monetization : The reason for producing apps. Money it pays the wages and is the a tangible measure of success. There are three normal methods to monetize your app.
1] Sale of advertising space on your product,preferably relevant to the application’s users.
2] Sales of products or upgrades.These can be physical products as in eCommerce or virtual products such as programs or even other apps.
3]Messaging,normally pop ups during the use of the app and can cover anything.They need to be relevant and should also enhance rather than antagonize the user.They are normally more customer relevant than standard in app advertising of the push announcement type.
App Store : The Apple home of over one and a half million apps specific to the iOS.
Banner Messages : Another form of push message which arrive at the screen,normally at the top and require no customer participation. They are seen and then disappears.
Geotargetting : Specific adverts or messages to a limited geographical area. Could be by town,state or even street.Relevant information regarding the clients location.
Lock Screen Messages : Yet another form of Push notifying.These are seen when the customer opens the mobile device for use and require no further action on the clients part as they disappears when the device is opened.
Mobile CRM : Customer Relation Management is the specific methods and actions you take to ensure the increased satisfaction your client feels whilst using your app.It should be designed to address any user problems and aimed at retaining that customer and increasing their avidity with you.
Push Notifications : A notification which is “pushed” to your client when not using your app and should be used with value notifications such as finishing dates on special offers, one day only freebies with products or advising user of last chance to get at this price etc.These are delivered to the users home screen whilst the device is not in use.
User Behaviour : How clients are using the app, general information and is really self explanatory.
Specific other usage of marketing terms :
A/B Testing : Multivariate testing or A against B [Or c/D/E] is just a term for comparing all and every variant possible. An example would be what color should the Buy button be so you send out x number with A a Blue Button,x number with a B Red button and measure the results. You then re test with a Green Button against a previous color and so on until you get a stand out winner.
Cross Platform : A comparison made of the applications effects across all operating systems, Android, Windows and Apple.
CTA : Call To Action.A movement by the writer to seek to lead the client to giving the required response.Examples are “buy now before price increases,add to your basket” or “now you can upgrade for only $x just enter your email”.
Geofencing : Similar to Geotargeting but used for specific offers in a small area at a set time. Likely usage would be Kids eat free today at hamburgers when the message is sent to the device when they are within a mile radius.
Google Play Store : An online store for Android users supplying free and chargeable Apps,Ebooks,Films Pop and classical music and much more .Over one point six million items available.
In-App Purchases : Exactly what it says,any purchasing action which takes place whilst the user is using the app.These can be purchases of physical objects,moving on to a paid rather than free version or getting in game currency for later use.
mCommerc : eCommerce by mobile device rather than computer. Structured for ease of viewing and use on mobile devices rather than desk or lap top computers. Same marketing principles different page layouts.
Multi-Channel Marketing : Combining all forms of internet advertising in one campaign, Pop ups, Push notifications, Banner ads, Emails and any or all other methods. A more scatter gun approach than targeted but effective just the same.
Opt-Out : What your list will do if they conceive your attempts at marketing as spam or too aggressive or even too much.A fine line to walk, ensure you stay on the right side by constantly monitoring unsubscribers.
Personalization : The finest marketing attribute. Channeling your efforts in a personalized manner so the client feels they are just for them.The pinnacle we all aim for.
UX : Acronym for User eXperience. The feeling your customer gets after using your app.Measured by surveys and reflected in the number of 9/10 or 5* scores.The result of careful planning and attention to those details that you customer found interesting and easy to find.
Well that’s a short explanation of the 52 terms that are constantly used in mobile marketing.
