Everything you need to know about marketing objectives

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Most of us want to know what our goal is before we start a project. But in business, too many marketers fly beside their pants – and that's a huge mistake. Why? Because marketers who create a clear, documented strategy are 313% more likely to succeed . Documented strategy on marketing objectives Creating marketing strategies before defining your marketing objectives puts the cart before the horse. That's why today we're looking at everything you need to know to ensure your business is set up to succeed with concrete and effective marketing goals. Here's what we'll cover: What are the marketing objectives How they differ from marketing objectives How to Create Marketing Goals for Your Business Let's start.

What are the marketing objectives? Marketing goals are achievable targets designed to provide not just general direction, but clear and specific actions. They're specific, measurable, attainable, relevant, and time-based (they're often called SMART goals , an acronym you've probably heard!). Marketing goals should be tied to overall business success, not just an arbitrary number. For example, a b2c email list marketing goal might be to increase website traffic by 50%. But how are you going to get there and what will be the purpose of this traffic? When do you want to reach this number? Goals describe more than just a specific number, but also how you plan to achieve that number and what impact that endpoint will have on the business as a whole.

Tell me clearly: what is the difference between a marketing objective and a goal? Goals and objectives are two sides of the same coin. In general, business goals define the endpoint, while goals are a more specific outline of how your marketing team will get there. Marketing goals goals vs objectives These terms are often used interchangeably and may have different definitions in different companies. For digital marketers, however, they have distinct differences: Marketing objectives are specific , measurable goals designed to provide both direction and purpose. Marketing goals are broader destinations designed to describe how your business can benefit from digital marketing efforts.

Why are marketing objectives so important? Without defined objectives, your marketing objectives will lack clarity and follow through. Peter Druker, a well-known management writer, once said, "If you can't measure it, you can't improve it. " And while the phrase may or may not have been original, its truth stands the test of time. When digital marketers don't take the time to define goals and measure their impact, they can't tell if their efforts have had an impact . What are the main characteristics of effective marketing objectives? Marketing objectives must follow the SMART philosophy to be effective. This means they should be specific, measurable, attainable, relevant and time-based.

Marketing Objectives SMART Objectives Image Source Specific: Specific metrics should be used in your marketing goals. Don't just say you want to increase your sales, say how much you want to increase your sales by percentage or dollars. Measurable: Goals should be measurable and you should describe how you will measure success. Your goal may be to increase brand awareness , but your goal should include how you will measure it, such as by measuring an increase in organic brand searches, social mentions, or social followers. Achievable: You may want to increase sales by 200%, but is this goal really achievable? Make sure the criteria you set are reasonable and achievable, and outline the steps needed to achieve that goal.