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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:
A typical creative brief includes the following:
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
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.