Understanding Mobile Marketing Language

Mar 26, 2014 | Education, Marketing, Mobile, Technology

Phone with text messages

Learning a new language is tough. It can be very difficult to learn new alphabets and sentence structures, plus a whole new vocabulary. The same can be said when you are studying the language of a new industry. Each uses its own vocabulary to describe the pieces and concepts of the industry as a whole.

Mobile marketing is no different. There are a number of terms and abbreviations that can be confusing to an outsider. So, to help you grasp the mobile marketing language quickly, here’s a little cheat sheet:


SMS stands for “short message service” or text messaging. SMS messages are brief, made of 160 characters or less, and are sent between mobile phones.


A keyword is the word that users must type and submit to sign up for a text message campaign. Example: Text PIZZA to 54321 to sign up for our special deals!

Short Code

A short code is the phone number that the user texts the keyword to in order to receive a message. Example: Text PIZZA to 54321 to sign up for our special deals!


MT stands for “mobile terminated.” All this means is a message sent to a mobile phone.


The carrier is the cell phone service provider: AT&T, Verizon, Sprint, etc.


An auto-reply is a text message campaign that is set up to (you guessed it!) send an automatic response when a user texts a certain keyword to a short code. This adds users to a message list, which can be used to offer them special deals, etc.


A broadcast is a message that is sent to all of the phone numbers on a list. This message can be customized by the sender. Broadcasts often remind recipients about an event or promotion, or offer a deal.

There you have it—a full list of basic terms for mobile marketing. Want to know more? You can check out our mobile marketing ebook here.

More from our blog:

Taking Video Marketing to the Next Level

As new technologies develop, the possibilities for your company's video initiatives are endless. But popularity favors the ones who make a splash first. Our whitepaper will give you three simple tips for staying ahead of the curve.