Breef Glossary

You probably know what this is — just don’t unsubscribe ;). A permission-based channel that helps provide personalized interactions with high-intent customers. TL;DR: Use this to engage with your customer (almost daily).

Connecting with a user's emotions through brand touchpoints — crucial for building meaningful community, recall and trust.

Interactions with content, like clicks, shares, or comments.

Any type of content that is visible for a limited amount of time, i.e. Instagram Stories and Snapchat images. Note: When ephemeral content was introduced on Instagram, it roughly doubled the time users spent on the app. Why? Users didn't want to miss anything!

Content that remains relevant and attracts traffic long-term.

Fastvertising is the rapid creation and distribution of ads that smartly use trending topics in media and pop culture to create a viral moment. Think Aviation Gin’s ad starring the viral Peloton actress — this ad went live 48 hours after Peloton’s ad went viral.

Predictable, stable costs which stay the same regardless of production or sales — you can always count on them — and they’re key to keep in mind when building a budget.

Step aside ‘superfan,’ fluid fans are a segment marketers should be paying attention to. Fluid fans are people whose interests / fandoms cross between a wide variety of areas. Their engagement is broad, giving brands more touch-points to connect.

A financial projection used to assist decision-making which estimates future revenue and expenses based on current trends and assumptions. Essentially, a way to see into the future, if you play your cards right.

Free + a premium — a pricing structure where a basic model of a product or service is free of charge, but additional features or quality improvements cost money. Note: E.g. a free photo editing app that charges for additional tools.

The Global Alliance for Responsible Media, GARM, was launched in 2019 with the purpose of addressing the challenges of harmful digital content and its monetization — in hopes of creating online safety for both consumers and advertisers.

DPR, short for General Data Protection Regulation, is a European Union law governing digital data collection, use, and storage. GDPR is intended to protect data privacy and requires companies within the EU to explain how personal data is collected and used.

Any piece of media or art that exists across genres, or combines elements of multiple genres — defying traditionally established genre distinctions. A popular trend in podcasting right now, the podcasts that are topping the charts tend to naturally genre-bend.

Location-based marketing that triggers actions in defined geographic areas.

Delivering targeted content to consumers based on their geolocation — critical to ensuring you're reaching your target audience.

A popular form of influencer marketing where brands gift free product to influencers, creators or celebrities — with the hope that they will be spotted with the product or share it with their community on social.

A plan outlining how to deliver a product to customers.

It’s everywhere: social, billboards, website, decks, signs, you name it. Composing and arranging visual elements of a project by manipulating graphics, media + typography, graphic design uses visual hierarchy to help enhance a message.

Data-driven strategies focused on business scaling through experimentation.

Creative, low-cost marketing strategies to create buzz.

A keyword preceded by a “#” symbol to categorize and amplify content.

The trend of luxury fashion brands making their mark in the food and hospitality spaces through activations, pop-ups and partnerships. The goal? Engaging with younger consumers by creating photo opportunities that will go viral on social platforms.

The process of gaining insight into how users interact with a webpage via heatmaps — a visual representation of where users click, scroll or dwell on any given webpage.

The method of leveraging data and AI to tailor marketing messaging individually in order to meet a customers wants and needs.