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Developing a Brief

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Digital Marketing - Study Notes:

What is it?

A brief allows you to identify the most important insights and understandings that will inform your strategy. Writing a brief is important because it is essentially a series of instructions for strategy development across media and creative.

  • The creative brief is a document that uses product, audience, and competitor insights to inspire campaign ideas to deliver on your objectives. The outputs of the brief should be clearly defined, including, copy and messaging, creative formats, banners, social posts, and videos.
  • The media brief is a document that uses audience data, motivations, and demographics. media budget, timings, content and creative formats to inform media choices to execute the strategy. The output of the brief should be a channel plan which detail all channels, paid and free, and go live and run rates for each of the channels.
  • The media plan is another essential output which will detail all the paid media channels including cost line items for each. You can find an example of a brief template within the resources tab of this module.
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Jessica Preddy

Jessica is a consultant with experience in marketing and an in-depth knowledge of the latest marketing techniques. Her previous roles have included working in a marketing agency and numerous customer-service-facing positions that have given her exposure to a wide range of customers and clients.

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. While relevant to this module, you will not be assessed on this content.

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


Digital Marketing Strategy
Jessica Preddy
Skills Expert

This module identifies the core components of an effective digital marketing strategy and explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs as well as the key research activities to undertake to guide channel selection and messaging. It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.