
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. Leave the team with a decision, an owner, and a review date.
Test the advertised offer, contact route, device behavior, and measurement before launch. Mismatched pages waste relevant traffic. Check that a visitor can find the next action without guessing.
- A written brief
- Named responsibilities
- Agreed review points




