Objective Phase Of Digital Strategy: How To Set Digital Marketing Objectives
The Objective phase is the heart of the process. During this phase, you clearly outline your Key Performance Indicators (KPIs) and design a strategy to achieve them. The objective phase is focused clearly on beginning with Key Success Outcomes, identifying your KPIs and then designing a strategy that is measurable and clear.
Activities of the objective phase are intended to establish clear KPIs that will measure performance and include:
- Channel Objectives: What is the role of your channels?
- Media Benchmarks: What is an acceptable performance for your paid advertising?
- Content Objectives: What do you want your content to do?
- Audience Objectives: What do you want people to do in response to your activity?
Key Performance Indicators (KPIs) are finite metrics that collectively you can use to prove the existence of your Key Success Outcomes (KSOs). These varied KPIs can be used to measure individual performances of content and activity.
KSOs are the resulting outcome of a number of KPIs combined to create an outcome that is used as a marker of success. Firstly, you should create a rough list of all the possible success outcomes that are relevant to your brand. Then, using the SMART goal system, you should identify from your list of potential goals what are your Key Success Outcomes. SMART goals are:
- Specific: Is the goal clear and singular. Try to avoid multiple results, “we want more site traffic and the positive sentiment”
- Measurable: How are you collecting and generating data from your activity?
- Achievable: Can you do it?
- Realistic: Is this a goal that is realistic for the business?
- Timely: Can you achieve results within your given time period?
SMART goals are important for your organization as they are the successful outcomes on which your performance on digital channels will be measured.
For any organisation there are three levels of success:
1. Low Level: your subordinates’ success should be measured in shorter time periods. Establishing weekly goals and objectives that are achievable.
2.Mid Level: These would be goals for yourself. What do you need to achieve during your own review period? Don’t forget that the goals set for you are the ones that management perceive as the most important. Reach your goals and it becomes easier to sell in further investment.
3. High Level: These are the priorities for senior management. These are normally long-term results. If possible, you should limit the high powers to reviewing social twice a year. Any shorter and their expectations may not be met. Try to encourage time to prove results.
For any organisation there are three levels of success:
1. Low Level: your subordinates’ success should be measured in shorter time periods. Establishing weekly goals and objectives that are achievable.
2.Mid Level: These would be goals for yourself. What do you need to achieve during your own review period? Don’t forget that the goals set to you are the ones that management perceive as the most important. Reach your goals and it becomes easier to sell in further investment.
High Level: These are the priorities for senior management. These are normally long-term results. If possible, you should limit the high powers to reviewing social twice a year. Any shorter and their expectations may not be met. Try to encourage time to prove results.
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