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An Insight Into Defining and Measuring Marketing Objectives

A powerful and effective marketing plan can be created when you have a clear idea of your marketing objectives. They provide the roadmap that can be followed by the marketing team to get closer to your goals.

The problem with most marketers is that they falter on this crucial aspect and hence fall short of their stated objectives.

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Let us define marketing objectives first.

Marketing Objectives Defined

Marketing objectives can be stated as those steps needed to help an organization get closer to their near and long term goals. A brand’s marketing objective must be to establish a solid online presence, communicate the brand message in a language and tone that resonates with your targeted audience, and drive that audience into performing specific tasks that can finally culminate into conversion, sales, and revenues. The marketing objective must always be to help achieve the overall goals.

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Setting Marketing Objectives

This brings us to the task of identifying and setting marketing objectives. You may have a random objective for the company but will it help achieve your goals? Top influencers in the world are of the opinion that marketing objectives cannot be seen as disconnected from the goals that the company aims to achieve. These objectives must be planned in a way that it impacts the organization as a whole.

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These objectives cannot be operated in isolation by the marketing team alone. They will need support from other areas of the business as well. Only then can the marketing objective pull the whole organization in one direction and in synergy towards achieving the overall goal – the big picture.

Working Towards a Common Goal

Finding a common ground of agreement for marketing objectives among different departments can be quite a challenging task. In many organizations, there could be disagreements between the sales and marketing team members. While the sales team will be wishing for more qualified leads, the marketing team might not be able to agree on the quantum of leads. This is just one example.

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Similar friction is often seen between the marketing and development departments. The development professionals would focus on aspects such as website designing, development, and upgrades. The marketing professionals may not be on the same page and would focus more on the promotional aspects of the product or services offered by the organization to its audience.

Using A Smart Approach

According to opinions voiced at the top digital marketing conferences 2020, a smart approach to setting marketing objectives can help reduce such friction and ensure that all the players move in the same direction in unison. The objectives must be defined in such a way that they are realistic, measurable, and time-bound.

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In other words, the objectives must be defined clearly and in a manner and language that leaves no room for any ambiguity. Another vital aspect is that they must include key performance indicators that allow measurement of these objectives at different levels of the marketing journey.

Of course, the objectives must be realistic in the sense that they must be seen as achievable. Setting the bar high is a positive sign but the goals must be within the reams of achievement of the teams involved. Also, the objectives must be designed to be achieved within a specific time frame so that there is no laxity on the part of the team members.

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