JUST SO YOU KNOW
Glossary
Below we’ve explained many of the terms we use so that you know what we mean when we say what we do.
![dictionary small](/wp-content/uploads/2022/03/dictionary-small.png)
Channels The different categories of tools and media used to engage an intended audience. Examples: website, organic social media, signage, paid search
Tactic Types The different vehicles used within a Channel. Example: Channel = website, Tactic Types = home page banner, blog post, product detail page, case study
Platforms 3rd party websites, apps, and media where a business publishes content and advertises. Examples: Instagram, Google, Clear Channel
Tactic A specific, individual, timed action a business takes to communicate/engage with its audiences. Example: Happy Valentines Day Instagram Post on February 14, 2022 at 8:00 a.m.
Calendars of Interest Calendars of holidays, observances, and customer insights that can be turned on in Annum with a click, learn more
Budget The total planned marketing spend for a year and the planned allocation of that spend
Strategic Priorities Evergreen elements of a business’ marketing strategy that Tactics and Initiatives address. Categories include:
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- Objectives – planned measurable outcomes of marketing efforts
- Target Segments – subgroups of the businesses’ audience
- Journey Phases – segments of the customer’s progressive experience with a business’ brand or offering, during which a decision is made or an action is taken
- Custom – use as you see fit for: key messages, product categories, content pillars, regions, etc.
Initiatives Marketing efforts that have a specific duration and are supported by multiple connected Tactics. Categories include:
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- Campaign – a positioning or theme driven multi channel marketing effort to distribute key messages
- Promotion – a discount or reward driven multi channel marketing effort to drive action
- Key Date – an important event, happening or observance
- Monthly Theme – a topic that ties into seasonality or major initiatives and is used to unify and inform marketing activities within a month (e.g. a Monthly Theme of Gratitude for November)
Team Members Collaborators and reviewers of the marketing plan that are given a specific role when added:
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- Plan Admin – Can configure Channels, add Calendars of Interest, turn on Budget features, enter Strategic Priorities, and add and remove Team Members. Can also add and edit Initiatives and Tactics
- Contributor – Has the ability to add and edit Initiatives and Tactics
- Viewer – Only has the ability to see and filter the data