05 Dec O is for… Objectives, Marketing Objectives
Your A-Z of Marketing Essentials
O is for… Marketing Objectives
Why setting marketing objectives is important for your business (and sanity!)
Marketing objectives are there to help you and your team stay on the right track by giving measurable KPIs they can directly influence through their work results in meeting the goals that have been set out in your marketing strategy.
By setting out clear marketing objective at the beginning of any campaign your teams efforts will be recognised and you will be able to identify which tactics are working and which ones need tweaking or dropping.
By keeping a close eye on how your campaigns are performing you will be able to maximise your budget and avoid wasting money on marketing tactics that are not performing.
As you begin communicating your objectives to your team, you’ll need methods for measuring each objective successfully. Digital tools such as Google Analytics, or social media advertising are some of the best (and easiest) tools to measure your objectives with as they capture all the measurements and conversions automatically.
Marketing objectives allows you to set measureable values to your overall goals.
So, what’s the difference between a marketing goal and a marketing objective?
Simply put, a marketing goal creates a broad description of what the marketing department needs to work toward; it includes no details regarding how to accomplish that goal. A marketing objective focuses on the details and the key indicators that your are reaching that goal.
For example, your goal could be to increase the online conversion rate by 20% over the next 12 months.
Ways to achieve this could include:
- Increase the ranking of landing pages in Google by optimizing them for specific keywords. Take 5 blogs or pages per quarter to optimise to show on the first page of Google.
- Decrease abandoned shopping carts by 35%. Analyse the traffic flow and understand where visitors are dropping out of the puchase process so you can fix the page /s.
- Focus on customer loyalty and promoting repeat customers.
Don’t forget: When setting your objectives make sure they are SMART!
Specific, Measureable, Achieveable, Realistic, Timely
So, coming back to why setting marketing objectives is important, they really do give you and your team something to work towards. Some measurement milestones to ensure you are making progress and the ability to alter any tactics that aren’t working. Lastly, establishing clear objectives is essential for identifing which specific marketing tactics and tasks you’ll need to use to achieve your goals.
Michelle Roberts (MCIM), is the managing director and founder of The Creative Marketing Agency. She is trained in both digital and traditional marketing through the Chartered Institute of Marketing (CIM). She is also a member of the CIM and a Certified Practitioner in the Watertight Marketing Expert Community, both of which provide access to an additional wealth of knowledge and experience.