It all begins by understanding the user's objective. Whether they are buying a personal item or in need of a service, the user has an objective. Delving deeper into the motivation behind that objective, engages the problem solving methodology in providing a message that will assist in the motivation process of interaction.
Conceptualization then takes place, making sure that it creates the touch-points within the determined strategy. e.g. If the strategy is social media marketing, designing for print marketing will not achieve the desired outcome.
When the conceptualized design is approved by the client. Designing marketing can begin.