Creative + Brand
Digital Marketing
Comms + Campaigns
Web + Technology
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Cookie Inflation
The rise of CPMs as a result of Google's cookie phase-out.
C
Copywriting
If done right, it’s unforgettable. A goal-driven way of using smart + persuasive text to sell products. Using a carefully thought-out voice + tone, good copywriting can compel readers to take a specific action to drive conversion.
C
Cord-Cutting
The shift from consuming traditional cable TV to streaming. Those who make this shift are referred to as "Cord-Cutters" — most brands are shifting ad spend along with them.
C
Cost Per Acquisition (CPA)
The cost of acquiring a new customer or lead.
C
Cost Per Click (CPC)
The amount an advertiser pays for each click on their ad.
C
Creative Agency
A creative agency focuses on design, rather than marketing strategy, within the advertising and marketing world. A creative agency is likely to be tasked with creating or updating logos and responsible for a brand's visual cohesion.
C
Creative Direction
Bringing a vision to life. An area of brand development that determines the overall creative vision of a business or project. Through art, design + strategy, that creative vision manifests in logos, advertising campaigns, marketing materials, etc. Our dream job.
C
Customer Context
A deep, data-driven understanding of a customer at any given point of the customer journey. Integral to giving marketers the ability to deliver the right message(s), at the right time.
C
Customer Relationship Management (CRM)
Tools and strategies for managing customer data.
C
Customer Retention
Efforts to keep customers and encourage repeat business.
C
Customer Segment
A group of customers who share similar characteristics and needs. Identifying and understanding segments can help specify marketing and product offerings, upping customer satisfaction and revenue. Everyone is part of one!
C
DSP
Short for 'demand side platform' — a software that allows advertisers to buy and sell ad impressions with the help of automation.
D
Data Analytics
Not sexy, but needed. The analysis of raw and diverse data to gain meaningful insights in the form of trends, patterns + relationships.
D
Daypart
The act of separating a day into segments for the purpose of scheduling commercials or ads at appropriate times throughout the day. Most often used in TV advertising.
D
Digital Agency
A digital agency focuses more on strategy and technical development than the creative aspects of marketing. A full-service digital agency will also likely provide web design, eCommerce, etc.
D
Digital Marketing
Marketing efforts using digital channels like email, websites, and social media.
Popular on Breef
D
Digital Maturity
An organization's ability to quickly respond or react to opportunities in the market based on ever-shifting technology. The goal is to create value for consumers through new tech fast enough to have an advantage over competitors. (The rise of AI comes to mind!)
D
Direct Marketing
Marketing efforts aimed directly at specific consumers.
D
Display Advertising
Visual ads displayed on websites, apps, or social media.
D
Drip Campaign
Automated marketing messages sent over time.
D
Duopoly
Refers to two brands who dominate the market in a certain space, for example, Meta and X or Coca-Cola and Pepsi.
D
Dwell Time
The amount of time a user spends on a particular piece of content — high dwell time = more engaged users.
D
Earned Media
Any publicity or brand exposure that a brand did not pay for or create themselves.
E
Edutainment
Content intended to both entertain and educate — many revered CeraVe's recent Super Bowl campaign with Michael Cera as an incredibly well-executed piece of edutainment.
Trending
E
Brandformance
Merging the words “branding” and “performance”, brandformance is the idea that campaigns can (and should) be designed with the focus of establishing brand identity AND exceeding performance targets — i.e. building campaigns that work smarter across the funnel.
Trending
B
Branding
What makes a business memorable — its DNA. A combination of design, mission + other elements to showcase what a brand does, who it serves and why it exists. Those with unique branding have an edge over their competitors.
Popular on Breef
B
Budget
You guessed it: a tool to help us plan spending and investment accordingly to ensure a company is not over-spending and making a profit. If you don’t have one, you need one.
B
Budget Allocation
The process of distributing hard-earned cash to various projects or activities that will positively impact the business. Effective budget allocation will prioritize certain objectives and ensure that resources are used efficiently.
B
Budget Variance
Over or under? The difference between the actual amount spent or earned and its budgeted amount for a time period vs. what was planned. Positive variance means that actual revenue or spending is higher than planned, and vice versa.
B
Budgetary Slack
Intentional cushion for expenses or revenues in a budget. It can help in a pinch with unexpected expenses or help achieve targets more easily — but it can also lead to misallocation.
B
Buyer Persona
A semi-fictional representation of an ideal customer based on research and data.
B
CTV Ads
AKA Connected TV ads — video ads that are delivered via a streaming service while users are watching content. What's the big deal? Most ad platforms weren't built to handle the complexity that effective CTV advertising requires — with advertisers needing the capability to incorporate a combination of contextual placement and audience-based targeting.
C
