
Purpose by format
Use search, social, display, or video for a defined customer stage. A format should solve a need rather than add another dashboard. Look for gaps between what the business offers and what visitors understand.
Test the advertised offer, contact route, device behavior, and measurement before launch. Mismatched pages waste relevant traffic. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




