Creative + Brand
Digital Marketing
Comms + Campaigns
Web + Technology
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Email Marketing
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).
Popular on Breef
E
Emotional Engagement
Connecting with a user's emotions through brand touchpoints — crucial for building meaningful community, recall and trust.
E
Engagement
Interactions with content, like clicks, shares, or comments.
E
Ephemeral Content
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!
E
Evergreen Content
Content that remains relevant and attracts traffic long-term.
E
Fastvertising
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.
Trending
F
Fixed Costs
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.
F
Fluid Fans
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.
F
Forecast
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.
F
Freemium
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.
F
GARM
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.
G
GDPR
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.
G
Genre-bending
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.
G
Geofencing
Location-based marketing that triggers actions in defined geographic areas.
G
Geotargeting
Delivering targeted content to consumers based on their geolocation — critical to ensuring you're reaching your target audience.
G
Gifting
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.
Most Outsourced
G
Go-to-Market (GTM) Strategy
A plan outlining how to deliver a product to customers.
G
Graphic Design
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.
G
Growth Marketing
Data-driven strategies focused on business scaling through experimentation.
Popular on Breef
G
Guerrilla Marketing
Creative, low-cost marketing strategies to create buzz.
G
Hashtag
A keyword preceded by a “#” symbol to categorize and amplify content.
H
Haute-spitality
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.
H
Heatmapping
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.
H
Hyper-personalization
The method of leveraging data and AI to tailor marketing messaging individually in order to meet a customers wants and needs.
H
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
