What does a campaign brief include in Adobe Campaign?

The campaign brief in Adobe Campaign is crucial for effectively outlining the goals and direction of a marketing effort. It serves as a foundational document that provides clarity on the campaign's objectives and strategies. By establishing what you aim to achieve—whether it's brand awareness, lead generation, or customer retention—the brief ensures that everyone involved in the campaign is aligned with the same goals and understands the approach to reach them. This level of detail helps to optimize planning and execution, ultimately leading to a more successful outcome.

While other components like budget considerations, analysis of previous campaigns, and team member involvement can be important, they typically form part of a broader campaign plan rather than the core focus of the campaign brief itself. The primary purpose of the brief is to succinctly define objectives and the strategies to achieve them, thereby guiding the team throughout the campaign's lifecycle.