Sales Cycle
For buyers, the cycle refers to the steps in making a purchase; for sellers, it is the steps in making a sale.
Scope Creep
Refers to a project's scope being widened unintentionally. This generally results because of poorly defined project parameters or guidelines. Scope creep may cause slow development and cost overrun.
Search Engine
A program that utilizes algorithms and indexes for the retrieval of information or files, primarily from the Internet.
Segment
A group of individuals who are likely to respond to a marketing effort in a similar way.
Segmentation
Process of dividing a market into subcategories of persons who have similar values and goals.
SEM
Search Engine Marketing is a specialized form of internet marketing utilizing search engine optimization and contextual advertising to promote web traffic to a particular site and, as a result, a particular product or service.
Seniors
Seniors refers to anyone born before the year of 1946. Seniors respond to hard work, the American Dream, those with similar backgrounds and opinions, autonomy and personal growth.
SEO
Search Engine Optimization is the process by which a company improves the visibility of its web site in a search engine by tailoring its site to be more accessible to a search engine’s methods and algorithms. The most common example of this is the editing of content or HTML to highlight the main keywords associated with the web site’s product or service.
Server-Side
Events that occur during a user’s web experience that require contact with a server such as the transfer of images and information.
Share of Visibility
The allocation of space in traditional or digital media.
Share of Voice
Share of Voice (SOV) refers to brands' advertising weight, usually in percentile of total market or product category in a given time period.
Shelf Impact
Ability of a product or brand to stand out on a shelf by virtue of its design.
Signature
Well-defined visual relationship between a logo-type and a symbol.
Slogan
Memorable, easily recognizable phrase that is associated with a brand name; an aid to recall, as well as an aid to reinforcement. The word “slogan” originates from slaughgaiirm, the Gaelic word for “war cry."
Social Currency
Shared information that encourages further social interaction.
Social Media Chiclet
Small clickable buttons appearing on websites that allow users to share to their various social networks. Chiclets have become widespread on the web with the advent of Facebook’s Like and Share buttons, Twitter’s Tweet button, and Google’s +1.
Social Media Marketing (SMM)
Engaging online communities for the purpose of generating exposure, opportunities and sales. The number one advantage is generating exposure for a business, followed by increased traffic and the building of new business partnerships.
Common social media marketing tools include Twitter, Blogs, Facebook, LinkedIn and YouTube.
Social Media Policy
A policy which governs brand or company actions in the social media sphere. In general, the trend has been towards fostering positive engagement, creating transparency, and taking ownership of mistakes.
Social Network
A network of people; it can be leveraged to spread messages or ideas using viral marketing techniques.
Social Optimization
Social optimization is the process of utilizing social media activity to attract unique visitors to web site content. Two examples would be the inclusion of sharing buttons to content and the promotional participation in discussion on social platforms.
Soft Marketing
Non-traditional marketing strategies that appeal to customers in a subtle manner. These strategies can include everything from product placement to social media activity.
Soft Sell
An advertising technique that employs a friendlier and more casual sales message.
Specific Tagline
A brand tagline explains what line of business the brand is in.
Splash Page
A page that precedes a home page. A splash page may be used promotionally or may be used to determine a user's computer capabilities (such as Flash compatibility) in order to deliver content.
Stakeholder
Any person or firm with a vested interest in a company or brand; this includes shareholders, employees, partners, suppliers, customers, and community members.
Standard Media
An advertisement that engages an audience primarily by drawing their visual or aural attention. Standard media is usually seen in clickable banners or similar formats.
Strategy
Embracing 'big picture' plans and tactics, strategy should be rooted in the brand vision and driven by the principles of differentiation and competitive advantage; used by an organisation/brand owner to create long-term brand equity which takes full competitive advantage from branding.
Sub-Brand
This secondary brand builds on associations with the master brand.
Subdomain
A domain under the umbrella of a larger domain (e.g. subdomain.maindomain.com). It is commonly used to point a specific function or division of a web site.
Subliminal Marketing
Advertising through means that affect the subconscious mind rather than the conscious mind. In subliminal marketing, the audience is usually not aware that they are taking in an advertising message.
Superlative Tagline
A brand tagline that idealizes the product as the best product in its category.
SWOT
This conceptual tool analyzes strengths, weaknesses, opportunities, and threats.
Symbol
Trademark or sign designed to represent a brand.
Symbol
The visual expression of a brand’s identity. It can be comprised of many things, ranging from color choice to type face. A symbol is also referred to as a brandmark, trademark, mark, logo, or identity.
Symbolic Marks
An abstract image that is used to express an idea or attributes about a brand. Typically, abstract marks are used for large companies. Symbolic marks are also referred to as abstract marks.
Syndicated Program
A program bought for broadcast from an independent organization or business rather than a network.