Creative + Brand
Digital Marketing
Comms + Campaigns
Web + Technology
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ID++
An unconfirmed program Amazon is (quietly) working on as a data solution to win in the post-cookie world.
I
Illustration
Color me mine? A unified + distinct medium that tells a story in a way that photography and icons cannot. Illustration can help support or tell the whole story while creating an on-brand emotional connection.
Most Outsourced
I
Impression
The number of times an ad or content is displayed.
I
Inbound Marketing
Attracting customers through valuable content.
I
Incrementality
Measures an event that wouldn't have occurred without an action being taken (ad click, social interaction), that leads to a desired outcome (website visit, purchase).
I
Indexing
Adding web pages to a search engine’s database.
I
Influencer Marketing
Influencer marketing is a relationship-based marketing tactic built upon partnerships between brands and influencers to build increased awareness + conversion.
Gen Z Approved
I
Intangible Economy
An economy increasingly focused on intangible assets and ideas that generate value as opposed to tangible assets and materials. In recent decades, the American economy has continued to shift this way with growing importance on intangibles like patents and brands.
I
Integrated Marketing
Delivering a consistent message across multiple marketing channels.
I
Intelligent Automation
Refers to a combination of artificial intelligence and process automation sometimes called cognitive automation.
I
Interactive Video
A form of video that supports (and often encourages!) user interaction. Many brands are currently tapping this trend to support eComm conversion through tech like Tolstoy.
I
Interoperability
The ability of different computers, devices and applications to coordinate communication in order to work together without help from the end user. Many marketing execs are looking for tools that offer interoperability between tools for data management.
I
KPI
A fancy way of saying goals. Short for "key performance indicators," KPIs are used to track a business' performance over time against its strategic goals.
K
Keyword Density
The ratio of a keyword’s frequency to total content words.
K
Landing Page
A standalone web page created for marketing purposes, often to capture leads.
High Impact
L
Lead Magnet
An incentive offered to prospects in exchange for their contact details.
L
Leads
Potential customers who have expressed interest in a product or service.
L
Lions Creators
This year Cannes Lions is introducing Lions Creators — an event happening alongside the main festival, dedicated to providing learning and networking opportunities all about creators and the creator economy.
L
Loyalty Programs
A strategy used to encourage customers to become (or continue to be) repeat customers. Common loyalty programs include rewards, points, discounts and insider perks.
L
Makegood
Makegood is rerunning an ad or providing additional ad inventory when the original slot underperformed versus provided ratings. A related term is audience deficiency unit: ad inventory provided to the advertiser to fulfill the original rate guarantee.
M
MarTech
The technology and software tools used to execute, manage, and measure marketing strategies.
M
Market Research
The process of gathering information about target markets or customers.
M
Marketing Campaign
A hero moment. A blast around your brand / product. Basically, a strategic + organized effort to promote a business through multiple mediums. Most brands plan a few campaigns per year and bring in agencies to help.
Most Outsourced
M
Marketing Funnel
The stages a customer goes through from awareness to purchase.
M
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
