Gartner Research

Use the Digital Marketing Brief to Maximize Your Marketing Program

Published: 10 March 2014

ID: G00262196

Analyst(s): Jennifer Polk


Marketers are increasing investments in digital marketing, but still designing programs using analog methods. Marketing leaders should replace the traditional marketing brief or channel-specific briefs with a digital marketing brief to maximize their marketing programs.

Table Of Contents
  • Key Challenges



  • Step 1: Lead With the Voice of the Customer
  • Step 2: Take a Channel-Agnostic Approach
  • Step 3: Engage Experts Across Disciplines
  • What to Do Next

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