
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. Use support requests to find information that is missing or unclear.
Test the advertised offer, contact route, device behavior, and measurement before launch. Mismatched pages waste relevant traffic. Verify the next step while there is still time to correct a problem.
- A written brief
- Named responsibilities
- Agreed review points




