How To Write Digital Marketing Brief
A Digital Marketing brief is a collection of all of the information you have been working on. It details your discoveries through language instead of just numbers. It is from this brief that you identify the most important insights and understandings that will inform strategy. Writing a brief is important because it is essentially a series of instructions for strategy development. In larger organizations, the brief is crucial for gaining ‘buy in’ from senior people in the business. It gives a clear direction before investing any more time building your strategy.
The brief is essentially the final outcome of the Plan and Research stages. You should then consolidate research into a concise resource that allows you to easily build a strategy. The resulting resource should be a ‘playbook’, or guide, for how you operate on social media and other digital platforms. Collate research and develop insight by working with each piece of research collectively. Identify the key trends, patterns, insights and options in order to discover the biggest opportunities and routes to take with your audience. Points to outline include:
Name of project: What is the name of the project? Is it a campaign?
Consumer goal: What do we want the consumer to do as a result?
Activity goal: What are we trying to achieve?
Target audience understanding: Give a brief overview of the customer understanding from all of your research. Who are they and what do we know about them?
Insight: This will be addressed in the next phase.
What people currently think: What are some assumptions we can make about what the customer thinks about us?
What we want people to think: If successful, what will people think?
What is our brand personality: In three keywords answer this. Do you want to be Fun? Friendly? Inspiring?
Evaluation: What will happen if we know it has worked?
Current story: Is there an existing advertising message or platform (TV ad)?
Mandatories: What will have to be included (hashtag, display, video, a blog)?
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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