5 Keys of a Creative Brief for Digital Marketing Success

A digital marketing campaign can be a fun and creative process. Creativity can take you in a million different directions, but you know there has to be some structure to planning a successful campaign, and you’re right. Before you jump into your next digital marketing or online advertising venture, consider using Creative Briefs to help organize your initial ideas and make sure your marketing delivers dynamically.

Products and Services

Start your creative brief process by outlining your specific products and services. Know exactly what solutions you plan to offer in your digital campaign and what you have to promote. You’ll want to lead with your best or most desired offering. You can also brand your most notable traits as a company.


Have a detailed understanding of your online target market. Know your audience and what they need. Build personas to represent your core customers and build your online campaign around them. It’s not ideal to market to your margin audience. Focus on your core and know your buyer’s cycles to help you better plan for timing and duration of your campaign. Be specific about seasonal buying trends in your industry and use market research to know how and when your customers make their buying decisions.


Discuss and outline your targeted positioning for your brand and your message. If you’re the authority in your industry, then position yourself that way. You don’t have to be better than everyone in your industry, but your digital campaign should position you to be better than at least one of your competitors.

Message, Theme, and Tone

Organize the message you plan to promote with your project. Here you can be creative about what keywords you want to use and how best to generate your tone and positioning to your core audience. Decide on a theme for your digital campaign and be specific to developing an overall ‘feel’ for messaging through all of your distribution channels. A consistent tone, theme, and message used in keywords, blog posts, and paid advertising will generate stronger results.


Strategize with your teams and determine primary goals along with additional layers of goals throughout your campaign. For example, maybe the main objective is to increase page views of your website. A secondary goal could be to add subscribers. A third objective could be direct sales increase. Set out your goals and make sure everyone on your team agrees about them being realistic and attainable.Prepare a successful marketing strategy by structuring all those aspects you can control before throwing ideas in the marketing plan to see what sticks. Be knowledgeable, set realistic goals and be ready to track and manage everything. For more help with the execution or design of your Creative Briefs, as well as digital marketing launch best practices, T22 Media has the answers! We can help you structure and manage expectations throughout the entire process.