Ladybird-digital Glossary

Re-branding - A re-brand is the brand/marketing strategy of changing of a company's corporate image - changes typically include a new name, new messaging, new visual identity, and sometimes change in business direction. The desired intention is to change perceptions in the minds of consumers, investors, competitors, and other stakeholders. There are many reasons why a company may choose to re-brand: confused investors, tarnished reputation, a merger of equals, need to renew interest. No matter what the reason, probably one of the most significant outcomes of a re-branding process is the clarity and focus that it generates to the leadership team, management, and personnel. It has a rejuvenating effect on the entire company – a renewed sense of purpose.

Responsive websites - Responsive websites are a one-size-fits-all browser page solution designed to adapt to the screen size of the device being used - smartphones, tablets and computer screens. Responsive websites have become the standard for new website development.


Search Engine Marketing (SEM) - Search engine marketing (SEM) is the process of winning website traffic through the purchase of keyword-bid-based online advertising for targeted geographic areas. It increases the visibility in Search Engine Results Pages (SERPs).

These advertisements are available through Google Adwords, Bing Ads, Yahoo and various social networks and work on a pay-per-click (PPC), cost-per-click (CPC) or cost-per-thousand (CPM) basis.

SEM is the fastest way to put your web pages in front of your customers, and it’s an effective way to promote and grow your business online, especially if you have a new business and are trying to build brand awareness.

  • Brand exposure
  • Clicks to your website
  • Call or form leads

Search engine marketing offers lots of budget control, adverting and geographic options to suit your marketing and branding needs.

Search Engine Results Pages (SERP) - The page that returns after a user has entered a search engine query. Most SERP pages are broken into sections of paid advertising and organic results. A companies ranking on these pages is dependent on propitiatory search engine specific algorithms that analyze the copy, code, images and other components of a page.

Social Media Marketing (SMM) - Social media marketing is an effective marketing channel opportunity that uses social media platforms and websites to promote a product or service.

Social media marketing has the potential to:

  • Increase brand awareness and popularity
  • Enhance the customer experience
  • Build customer trust and confidence
  • Encourage customer contact

SMM requires a very social investment (time) and many businesses continue to struggle to understand how they can effectively utilise social media.

Social Media Marketing (SMO) - Social media optimization (SMO) is the process of building awareness of a brand, product or event by using social media outlets and social media groups in an effort to try to generate viral publicity.

SWOT - Strengths, Opportunities, Weaknesses and Threats. A swat analysis is an exercise that allows a company to analyze its position relative to the competition. It provides information that will help a company strengthen its selling position or adjust to another position that may be more lucrative.


Unique Selling Point (USP) - A marketing statement that tells the customer what makes a brand, product or service better than the competition. It is used in marketing collateral and the sales pitch.