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Digital Creative Drives Results

As marketers, we know that the only thing that's more important than generating ROI is showing how we did it. Doing so wins us increased budgets and resource allocations year after year and demonstrates marketing's value to our organization.

Many factors determine the extent of that ROI, but there's one that can't be ignored—the quality of your marketing creative. Together with placement and execution, creative can make or break your campaigns.

Throughout this series we will explore the four steps you or your creative agency should take to achieve better results from your marketing creative.

Today, we tackle the first.

Efficient Creative Briefing

Experience tells us that when creative content is focused on a single outcome, it delivers great results. And that process starts with defining what that outcome will look like.

Creative directors would agree that the creative brief is the most important document in any creative campaign. Most would refuse to fire up Photoshop or attend a campaign meeting without one. So it's fair to say that you can't expect anything useful from your agency or designers unless you take the time to effectively brief them.

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image of Cameron Avery

Cameron Avery is the CEO of Elastic Digital, a channel marketing company and creator of the demand generation platform The Grid. Elastic Digital complements The Grid with a full-service creative agency and team of channel marketing experts.

LinkedIn: Cameron Avery