In the context of mobile marketing, a "keyword" is not merely a search term, as it is when one thinks of Google and how potential customers find a commercial website on the internet. Rather, the use of mobile keywords, by contrast, is a simple and highly effective strategy for engaging with consumers who have mobile phone access – by persuading such consumers to "opt in" to your consumer database (for future marketing), while simultaneously allowing consumers to take the lead in a conversation with you about your products or services.