The ABC’s of Mobile Marketing

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May 5, 2011

The mobile marketing industry is filled with more than its fair share of TLAs (Three Letter Acronyms). Here’s a quick primer on the shortened vocabulary of mobile marketing.

CSC (Common Short Code)

A short numeric sequence (4-6 digits) to which text messages can be sent from a mobile phone. Most CSC-powered marketing campaigns prompt mobile users to access mobile content or act upon a call-to-action by sending a text messages with a keyword to a specific CSC.

SMS (Short Message Service)

A synonym for all types of short text messaging, as well as the user activity itself. SMS text messaging is the most widely used data application on the planet, with 2.4 billion active users.

MMS (Multimedia Messaging Service)

A standard way to send messages that include multimedia content to and from mobile phones. It extends the core SMS capability, which only allows an exchange of text messages up to 160 characters in length. The most popular use is to send photographs from camera-equipped mobile phones. MMS allows marketers to deliver marketing messages including videos, pictures, text pages and ringtones.

QR Code (Quick Response Code)

A matrix barcode or two-dimensional code readable by a mobile devices with a camera and QR scanner. The code consists of black modules arranged in a square pattern on a white background, and can be encoded with text, URLs and other data. Marketers commonly place QR Codes on offline marketing materials – such as billboards, print ads and direct mail – to drive responders online to view a landing page, watch a video, access an offer, or make a purchase. QR Code reader applications are included on some smartphones, or can be downloaded for free.

NFC (Near Field Communication)

An upcoming data transfer protocol that uses close proximity to transmit data between two NFC-enabled devices (one a client and one a reader/writer/broadcaster module). Basically, NFC lets you tap your device on a reader to instantly transfer and exchange data, such as sharing contact information, making a purchase, or boarding public transit.

WAP (Wireless Application Protocol)

An open international standard for the presentation and delivery of wireless information and telephone services on mobile devices. The most common use of WAP is accessing the Web from a mobile phone or device.


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