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  • Writer's pictureDoug Pittman

The Mobile Marketing Glossary to Engage, Retain & Measure: Keywords

The marketing industry is always progressing, and it can be hard to keep up with relevant terminology. We got you.


  • API stands for application programming interface. APIs access databases and hardwares and allow different software components to interact with each other. APIs link databases together so the company can control all the components on the same dashboard.


  • An AppAddress is a unique identifier for a brand’s app within our platform. Brands can also attach a unique ID to any geofenced billboards in our platform in order to send messages directly to specific digital displays.

App owner

  • An app owner is any & all persons and companies who created and launched an App. This could be companies whose core is an App (like coupon apps), companies who have a totally different core but created an App nonetheless (most brands) or developers who created their own Apps (like game apps).


  • A beacon is a wireless device that usually emits in a 0 to 30 meters (0 to 100 feet) radius using Bluetooth. BoardActive’s geofencing technology does not use beacons. Beacons are clunky hardware that must be installed and repaired over time.


  • A BrandDrop is the act of dropping a brand’s information from a visual display down to a mobile device.


  • In management information system, a dashboard is an easy to read (most of the time one-pages) interface that shows all trends, numbers, graphical presentations and other indicators of an organization’s performance in real-time and in one place.


  • A geofence is a virtual perimeter for a real-world geographic area. They can be used in a multitude of different ways (often for mobile marketing). For example, BoardActive uses geofences to measure foot-traffic and trigger location-based notifications.


  • Geolocation is the process or technique of identifying the geographical location of a person or device by means of digital information processed via the Internet.

In-app view

  • An in-app view is any page that exists within a mobile app. When a user clicks on a notification and the app opens to a certain page, that page is an in-app view.

Location based notification

  • Location based notifications are messages sent to a person when they approach a specific location, for instance a store, a festival or a restaurant. Indeed, BoardActive offers a plugin that allows apps to send personalized notifications to users entering designated geofences.


  • A message is a location-based notification that is triggered and sent to a user when he or she enters/leaves a geofenced area.

Mobile marketing

  • Mobile marketing is any marketing with or on a mobile phone enters in the field of mobile marketing.


  • A place is a geofenced location created in the BoardActive platform.


  • Plugins are software components that can be added to a software application. Internet browsers are the most common example of applications supporting plugins (anti-virus, search engine etc.). BoardActive is a plugin, which means it can be added to an existing app.

Pull notification

  • A pull notification is a completely customizable notification containing any type of rich media. Brands can copy and paste JSON into the notification content to create personalized messages that pull users in.

Push notifications

  • A push notification is a message using push technology sent from an app owner to a smartphone device. Push technology is an internet-based communication in which the publisher requests for a communication to be transmitted to the user/receiver as opposed to pull communication that circulates the other way around. BoardActive takes push notifications to a new level by filtering the potential receivers by location (and more) to only send contextually-relevant messages.

Rich media

  • Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad.


Visual display

  • A visual display is a device with a screen that displays characters or graphics representing data in a computer memory. Often synonymous with “billboard”.


  • Visualmatic is a web platform that allows you to geofence any location, measure foot-traffic, and engage users with personalized messages when they enter geolocations… AND effectively attribute campaign efficiency by seeing where users go after the impression. The Visualmatic platform connects brands to consumers with the ability to drop visuals down to mobile.

White label product

  • A white label product is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if they had made it.


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