Breef Glossary

The combination of product, price, place, and promotion strategies used to market a product.

Basically, your guide/map/roadmap. It’s a business' overall marketing game plan for reaching + retaining customers. Strategies can be innovative, or they can be previously tried + tested. Make sure your strategy covers the ‘w’s’ - who, what, when, where and why.

A group of technologies that marketers leverage to optimize marketing activities.

The process of selecting media platforms to reach the target audience effectively.

A brief HTML tag that describes a web page's content, displayed in search engine results.

Broadcasting tailored content to a specific segment of the audience.

A business model where salespeople earn commissions for selling products and recruiting others.

The acronym for "out-of-home advertising" — refers to any type of advertising that users experience outside of their home. Examples include billboards, signage and public activations.

A consumer who shops when they want, how they want and where they want. Today's shoppers value quick and effortless experiences across channels — marketers who are rethinking their strategies to meet the needs of these shoppers are driving big results.

A seamless and integrated customer experience across all marketing and sales channels.

The number of people who see your content naturally without paid promotion.

Traffic that comes to a website from unpaid search engine results.

OG social media. Any "free" content posted on social media to drive brand awareness + engagement with current followers. More time and effort is invested to achieve longer-lasting results.

Marketing channels fully controlled by a business, such as blogs, websites, or social media pages.

I.e. Performance Max campaigns, PMax is an automated campaign type within Google Ads, that uses AI to drive conversion across channels — including Search, Display, YouTube, Discover, Gmail and Maps.

The best packaging makes us swoon. The design of the physical container that holds a brand's product and helps enhance the customer experience. Ideally, the product's appearance matches the brand's positioning.

Advertising that businesses pay for to promote their content or products.

Pay to play’ with Google? Kinda. But really, it’s intent-driven digital marketing strategies that allow advertisers to pay to place a targeted ad at the top of a specific search results page.

Show me the money, honey!’ A form of digital advertising that relies on social platforms and advanced targeting to reach custom audiences, expanding the reach of a brand and its core offering.

A digital advertising model where advertisers pay each time a user clicks on their ad.

A fictional character that represents the characteristics of your larger target demographic — incredibly helpful in identifying your audience's wants and needs.

Personalization, also called retargeting, tracks a user's internet-browsing behavior to deliver customized advertising. Cookies, for example, collect user information on websites which can be used to deliver ads to users after they leave a company's website.

Smile! Created in-house or retrieved from a stock site, photography is strategically used to curate a specific look and feel that helps ensure branding is defined + distinct.

An audio-first channel that can reach niche audiences and increase brand awareness. As modern "talk radio," podcasts serve content about specific topics + subjects to high-intent listeners.