Strategy & Planning - Course

Digital Channels

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Digital Marketing - Study Notes:


A key task in running any display or video or outbound channel is the creative strategy. With this in mind, we need to do what's called creative briefing. It's an important task and component of any display or video campaign. The creative brief is a document that outlines your campaign theme, the audience you're going to target, the channels that will be used, the sizes of the things you want to create, the assets, the pixel dimensions, and other specifications related to the creative formats required for that campaign.

When we do all our research and we decide on our campaign idea, we can then go ahead and write a brief to give to our designers, to our creative team, or to our agency partners to produce the ads based on our requirements. We've written it down and then they have to go ahead and deliver.

An important thing to outline is why you would actually spend time writing a brief.

These are the main benefits of a brief:

  • It allows for idea generation by the creatives and the designers.
  • It also defines the messaging and it gives a list of formats that the people actually have to go ahead and make.
  • It challenges you to define what it is you actually want to achieve or communicate.
  • It allows us to help align the creative production with the audience persona preferences, and all of those different factors to focus us in on our objective.

A typical creative brief includes the following:

  • Brand guidelines: What exactly are our colors and what are our brand guidelines?
  • Campaign idea: What is the main theme of the campaign? What are we trying to do?
  • Business goals: What are we trying to achieve?
  • Audience insights: What have we unearthed from our research that can help the creative develop those ideas?
  • Format: The format, sizes, dimensions, and channels that'll be used are all key considerations of any creative brief.
  • Mandatories: And don't forget any other mandatories like your logo or your tagline or something like that that must be included in your brief for your campaign to get past key stakeholders in your organization.
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Cathal Melinn

Digital Marketing Manager @ Digital Marketing Institute

  • 13 years’ experience in search and display
  • Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical
  • Moved to the world of agency in 2010 as Head of Search and Online Media for five years 
  • Currently working at the Digital Marketing Institute as a Digital Marketing Manager
  • Previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC
Cathal Melinn

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


Digital Channels
Cathal Melinn Cathal Melinn
Skills Expert

This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, and paid search, email and affiliate marketing, and display and video advertising, including ad formats and creative.

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