Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist.
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Videography

At the heart of every social media channel or website is great video. Created in-house or retrieved from a stock site, videography is strategically used to helps ensure a brand or product is defined (and memorable).

Viewability

A metric focused on ads being physically seen by users.

Virtual Events

The new kids on the block. Events held in a virtual environment vs. a physical location. They can be live-streamed or recorded and are a great workaround to physical barriers such as distance, weather + health. 99.9% of the time, they are a lot of fun.

Weather-wise Marketing

The idea that real-time weather data can give marketers a deeper understanding of their audience and support contextual messaging — as weather can impact a person's routine, experiences and even mood.

White Label

A product / service created by a company or producer that is subsequently rebranded to appear as if it is made by another company.

Word-of-Mouth Marketing

Promotion driven by satisfied customers sharing recommendations with others.

X

The new Twitter? Looks like it! Elon Musk rebranded Twitter to “X”, removing the iconic blue bird logo. This news was met with dissatisfaction from many, and confusion from others — we’ll be keeping an eye on how this rebrand affects the platform.

YTD Spend

A measure of how much money you’ve spent this year, from the very first day of your calendar year through today’s date.

eComm

We could argue that the world is a better place because of eComm. The online equivalent of a brick-and-mortar store, eCommerce is the trading of goods + services over the internet.

eCommerce

eCommerce is buying and selling products and services on the internet, with exchange of payment and data to complete the transactions.

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!)

Direct Marketing

Marketing efforts aimed directly at specific consumers.

Display Advertising

Visual ads displayed on websites, apps, or social media.

Drip Campaign

Automated marketing messages sent over time.

Duopoly

Refers to two brands who dominate the market in a certain space, for example, Meta and X or Coca-Cola and Pepsi.

Dwell Time

The amount of time a user spends on a particular piece of content — high dwell time = more engaged users.

Earned Media

Any publicity or brand exposure that a brand did not pay for or create themselves.

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.