Breef Glossary

An unconfirmed program Amazon is (quietly) working on as a data solution to win in the post-cookie world.

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.

The number of times an ad or content is displayed.

Attracting customers through valuable content.

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).

Adding web pages to a search engine’s database.

Influencer marketing is a relationship-based marketing tactic built upon partnerships between brands and influencers to build increased awareness + conversion.

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.

Delivering a consistent message across multiple marketing channels.

Refers to a combination of artificial intelligence and process automation sometimes called cognitive automation.

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.

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.

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.

The ratio of a keyword’s frequency to total content words.

A standalone web page created for marketing purposes, often to capture leads.

An incentive offered to prospects in exchange for their contact details.

Potential customers who have expressed interest in a product or service.

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.

A strategy used to encourage customers to become (or continue to be) repeat customers. Common loyalty programs include rewards, points, discounts and insider perks.

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.

The technology and software tools used to execute, manage, and measure marketing strategies.

The process of gathering information about target markets or customers.

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.

The stages a customer goes through from awareness to purchase.