Web Marketing Brief: everything an agency should know before starting your on...

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The Brief is the first point of contact between the company and the web agency and is very important for having an overall vision. The brief is made up of more tangible parts (such as sharing access) and more abstract parts (for example the tone of voice with which it communicates) and it is necessary for the agency to be aware of "both hemispheres".In fact, a good web marketing strategy is not magic, even if it may sometimes seem like it, but it needs a good background of well-selected information in order to function at its best. The brief is a document that summarizes all the useful information and explains the objectives that the client company wants to achieve through the advertising investment.The final aim could be an advertisement, a logo, a Facebook Ads campaign , a website... in short, there are no limits!


The brief must be able to comprehensively describe the Special Data characteristics of the product/service to be advertised (benefits, reason why, insight, brand identity, etc.) and the potential market , highlighting the target consumers you want to reach and any other information deemed necessary for the achievement of the pre-established goal to which the brief refers.Fundamental points of an advertising briefAs we specified in the previous paragraph, the brief must be a concise and exhaustive information . One of the things to remember is that to be clear about the objective to be achieved, it is necessary to have a complete vision of the context , to understand the feasibility. There are different models to understand the reference scenario, above all the SWOT analysis .For this reason, after the brief phase, the research phase begins to understand not only what the customer wants but also what the market offers and consequently whether there is a correspondence between objectives and reality .Below are 8 macro points of interest to obtain a creative and effective brief for a marketing project.1.




The CompanyThe starting point is to get to know the company firsthand: what it does, which market it deals with and the tone of voice it uses. The latter represents how you want your company to communicate.Based on the positioning you have chosen for your company, you will have to develop a tone of voice that differentiates itself from competitors and makes your brand more human and closer to customers.In fact, your company will be able to communicate the same products and services with different styles, from the point of view of language, shapes and colours .In the company it is also important to know which corporate figures are involved in the process and which ones will have decision-making power in the definition and development phase of the project.