An abbreviation of the four process colours, cyan, magenta, yellow and black (CMYK), each colour has a separate printing plate, which, when combined means the world is your colour printing oyster.
Or full bleed. Basically, it means when the printed area goes beyond the trimmed edge of the page. This creates a tolerance for any paper slippage on the press, as well as the odd design inconsistency.
A cool process that adds relief and texture below the paper. Great if you want to create a luxurious feel or highlight a company name for example. Just to let you in to a secret, there are two types. 'Registered' uses ink or foil or even both and 'blind' is just where the metal die hits the paper and leaves an impression.
Guess what? It's the opposite to debossing. In the case of embossing, the relief is created above the paper.
Great for catalogues or thicker product brochures to create a book-like finish, perfect binding means all the pages are stacked singly and glued to the cover - there are different ways to do it so it needs to be the right method for your project!
Content Management System (CMS), in jargon buster terms, is the back-end of a website that does all the really hard work. It essentially means the website content can be edited, updated and added to easily. There are lots of different programs you can use - some 'off-the-shelf' others developed specifically for you.
'Responsive web design' sometimes called RWD means that a website designed in this way does it all - you don't need a separate website for computers, tablets like the iPad or mobile phones - it simply adapts its scale and scrolling abilities to your screen. How clever is that?!
The browser bit refers to things like Google Chrome, Microsoft Internet Explorer (IE) 7, 8, 9, 10, Safari or Firefox. However the tricky bit is, each one has its own interpretation of how to display stuff on screen. This means that we have to cross-browser test to make sure each website works the best it can and looks tippity top in each environment.
Basically, it is an analysis tool that is built in to your website or app that provides access to incredibly insightful information and statistics. This knowledge will help you to: improve the experience your customers or visitors have on your website or app, better plan marketing activity and measure what is working and what's not!
It used to be the 4Ps, then the 7Ps and now, for the moment, it's the 9Ps. For those marketing virgins out there the Ps relate to: Price, Product, Place, Promotion, People, Processes, Physical Factors, Positioning and Packaging. Getting each element right means you will be able to present your business in a consistent way that sets you apart from the competition.
We see this as all points (online, in-store, office, customer service etc.) at which a customer interacts with your business. Basically by identifying and mapping them out you can see what kind of experience your customers are having. Look to streamline and develop ways to improve each point or touch point (to revert back to jargon) to ensure a seamless customer experience.
Specific, measurable, achievable, realistic and time-limited or SMART! This is ideally what your objectives need to be when you write your marketing plan. Think value, volume and market share - it all helps with measurement! Don't forget to put a time limit to each if possible too.
Search Engine Optimisation or SEO for short! This is how easily people can find you in the search engines like Google, Bing and Yahoo. There is a lot of confusion about SEO and how to achieve better rankings in the search results. Our take on it is, if you build a website right, to current W3C industry standards, your website will be optimised for the search engines. Each search engine is always updating its algorithms (the way they index search results) and the next big thing is how active you are on the social scene. So, if you're a busy bee on Twitter, Facebook and LinkedIn you may be rewarded in search results heaven.
This is where a company rewards one or more affiliates for each visitor or customer brought about by the affiliates marketing efforts. Still confused? Well think of it like selling someone else's products or services and the receiving commission in return. Basically the affiliate will promote the product/service using a special link/code so the sale can be tracked. As you can imagine, this type of marketing can work really well on blogs, vlogs, social networks and forums.
The symbol #, called hashtag, is used on the social network Twitter as a way to categorise key words or topics in a Twitter message or tweet. A hashtag can be a word or phrase for example #HQ_electric to show that a tweet is related to a product or event online or offline. Hashtags can appear anywhere in the tweet although don't really use more than two. If you click on them you will find all the other tweets relating to this in the search results. Happy hashtagging!
A set of formulas developed for a computer to perform a certain function. This is important in the social world as the algorithms, sites like Facebook and Google use, are critical for developing content-sharing strategies.
Blog was created from two words: “web log.” Blogs are usually maintained by a business for example who makes regular entries of commentary, descriptions of events, graphics or video.
Internet Memes (rhymes with team) can spread like a nasty bout of flu from one person to another at an astonishing rate. However, it's not a virus that's spreading - it's an idea. Remember Rick Rolling? That was a meme. Or the famous Dancing baby that was featured in Ally McBeal? That was another meme.
In social marketing. this is usually referred to as the attitude of user comments relating to a brand online. It's basically chitter chatter about your company that can be picked up on social media, forums, blogs etc. However, instead of analysing just words, sentiment analysis also looks at variables such as context, tone and emotion.
You probably don't think that this needs any 'jargon busting' at all. However, many people mistakingly believe that a brand is just a company name, or a logo. However, it's much more than this. It's the sum of thoughts and feelings that people have about a company. This may sound like a load of new-age mumbo jumbo but always remember, a brand mainly exists in the mind of a customer. You can try and influence how your brand is perceived but you can never have 100% control over it (although you can have lots of fun trying).
The 'Big Idea'
The 'Big Idea' is what lies at the very heart of your company or business. It's what sets you apart from all your competitors. Ideally it will inform everything that you do as a company no matter how small. To decide on your 'Big Idea' think about what makes your company tick. What makes you different? What do you passionately believe in?
This is the strict code by which your brand exists. Your brand values should guide your company's behaviour and the way it makes decisions. They're what your company stands for, so be proud of them and bring them to life daily in the way you do business.
So, where does your company want to be in the future? Does it want to be the best at what it does in this country or does it have world domination in its sights? A brand vision may be grand or large-scale or it may be something really simple. But the key benefit of having a clear brand vision is that it makes it a whole lot easier to put a plan in place to get you where you want to be.
Your brand personality is how you choose to present yourself as a company. It is usually made up of a set of human traits that customers can relate to. Are you an efficient and businesslike organisation or a friendly and approachable one? Whatever your character, it should be reflected in the tone, language and design you use in all of your communications and should be a key section in your brand guidelines.