If you look at a virgin screen (we were all there) trying to understand how to develop a marketing thesis, there are a few questions that you can ask yourself to ask yourself the hearts and solutions that your campaign will address.
Use these guidelines alongside our free free marketing models to help you create a dissertation that has only enough information – but not Also Many – to excite your team and on the same wavelength.
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The importance of a marketing thesis
One of the first stages of a campaign consists in writing a marketing thesis – sometimes called creative memory or campaign memory – which serves as a unique source of truth on the project.
He defines a single vision in which everyone can buy, and more importantly, he defines the objective, the scope and the problem that the project tries to solve. The writing of a great marketing memory will give you a solid base for your campaign.
How to write a marketing thesis
Marketing thesis is the starting point with which each decision and movement taken on the project should line up – and this means that it is also a living document.
Marketing memories help resolve any misunderstanding before going to work. This document must clarify all those involved – editors, designers, developers, marketing specialists – all aspects of the project, objectives and even chronology. If you work for an external customer or partner, your memory should confirm that you understand their problem and that you have a strategy to solve it.
As the campaigns and projects change, the requirements are added or deleted and that new information is discovered. You can update this document as the project is evolving to make sure everyone remains focused on the underlying problem and knows its responsibilities.
8 Questions to help you write an excellent marketing memory
Marketing thesis is not published online on the masses for approval, but it do Need to grasp your team by the heart and excite them – and answer all the questions they may have on the countryside.
It does not need to include all the information available. This should not take you more than five minutes to understand the project, strategy and objectives. It should be a useful document that is easy to scan, clear and usable.
I have eight questions that will help you guide you through your first marketing memory. Before you ask you these questions, you should already understand your Buyer or hearing characterSo that you know who your target audience is. Using our Brief creative models As you sketch, your answers can also be useful.
1. What problem do we solve and why do we solve it? What is the advantage?
Describe the problem your campaign should solve. Do not just write what your customer or internal stakeholders say – try to go further and approach it from different angles in order to accurately capture the entire scope.
To change consumer behavior, you must first understand what they are doing now and what options they have that they are (not) kissed.
Use the memory of the campaign to Hubspot marketing state report in 2025 For example. The report on the state of marketing is an annual offer, and it is compiled on the basis of in -depth research that HubSpot conducts.
The question on the problem that the offer solves is directly addressed in the Target audience section:
We provide a resource to our readers and customers who are marketing specialists trying to obtain an advantage in a commercial landscape focused on AI. The report promises tools and ideas – the advantages – and recognizes the challenges of calculation with the rapid rise of AI in marketing workflows.
2. Who are we trying to reach with this campaign?
Who is the target audience or character? How does this group of consumers resolve its points of pain now? What other options do they have?
You will see in the above marketing memory that we have also described our market (global English) and segments (small and medium-sized companies, mid-market and business). This is linked to our value proposal to “help millions of companies to develop better”.
We have also defined the roles that our target audience is likely to occupy – marketing chiefs and directors, CMOS and content strategists. While we make the copy of this campaign, it will help us align with the people we want to target and who, in our view, will get the most value of our report on the marketing state.
3. What are the deliverables of this campaign?
Print Advertising? Social networks? Showers of shops? Display panels? Television advertisements? Podcasts? Talk shows? Video advertisements?
Which communication channels will you use and how will you use them? How do they rely and support each other? What are the best vehicles to reach your planned audience? What are the deliverables you have engaged?
Each communication channel needs a call for action (CTA) which helps the buyer move forward at this stage of his purchasing process. And that CTA should take advantage of the support in which it is delivered.
An AD CTA video will be different from an AD print CTA, which differs from a CTA in a blog article. Cartographing the buyer’s journey, identifying their questions and concerns along the way, and understanding where they go for information will help you answer this question.
It is also the right time to think about the measures you use to measure success. Before even starting, adjust Intelligent objectives So everyone is clear about what really matters – get results.
4. Sitting us with internal or external factors compromising the completion of the deliverables above? If so, how and why?
Be honest with yourself and your team, and make a Swot analysis If you are stuck. If you work with external suppliers on design, if you are in a time crisis, or if there are workflows and complicated approval processes – these are all things that could compromise your deliverables.
This may or may not have a place in your final marketing memory, according to its planned audience, but the question will always help guide your calendar and help you manage expectations.
5. What are the values of our brand? How can we use them to shape the tone of this campaign?
Your brand values - and your brand promise – Underline everything you do. This marketing campaign is no different. If you find that the campaign doesn’t Talk to the values of your brand, take a step back and revisit these values. How can they reshape your campaign?
For example, the discussion points (see below) in the Brief For Hubspot report of State of Marketing are emblematic of our promise to “help millions of companies to develop better”. Even if they are specific to this product – as “AI revolutionizes marketing workflows, allowing a faster analysis of data and a more intelligent and personalized customer commitment” – everyone has been carefully designed to keep our brand promise.
6. What do we want our audience to withdraw from this campaign? What do we want them to feel?
Put yourself in the place of your audience. They do not know the product or service that you offer as well as you; What would you need to persuade you to take measures on this? Is your messaging clear enough for each part of your campaign to evoke the feelings you want?
We know that there is an emotional component for decision -making; We often rationalize decisions After We made a choice. This means that you need to understand the feelings you want to talk about in buyers during their decision -making process and after buying what you have sold. What are these feelings and when do they feel them?
At this point, you have enough information to develop a brief overview of your campaign. This is the best module of the campaign memory for the 2025 Report on the state of marketing::
7. What can you say who will make your audience believe in your message? What proof can you offer to establish confidence and validate your message?
Of course, the spurt of complaints is not enough to make your audience believe in your product or service, and this will certainly not establish confidence with them.
When you write your messaging, keep an eye on hyperbolic language or rhetoric – you don’t want to make promises that you cannot hold. Make sure to include the evidence or other fundamental information that can help you establish confidence with your audience.
8. What is the countryside not will cover? What messages, emotions or features do you want to avoid?
Place what to avoid helping your team to prevent missteps and misunderstandings. Perhaps there were features discussed at the start of the project which will no longer be part of the final product, or perhaps there are certain emotions that you want to be very sure not to mention in your mailbox.
Write your first marketing memory
These eight questions will give you the foundation you need to write your first marketing memory. Download our free marketing models to create a lively document that will excite your team for the campaign – and will provide a clear plan for all people involved.
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