Goals and Objectives

Goals, Objectives and Target Audience…these three words are the hallmark to running any sort of successful marketing campaign.

Target audience is pretty self explanatory, but what about goals and objectives? These 2 words are often used interchangeably, but in fact, are quite different.

A goal is often defined as a long-term aim that you want to accomplish. A goal is often not measureable, however, a goal should be tied to your organization’s long-term strategic plan.

An objective, also tied to your organization’s strategic plan, but more short-term, is measureable and much more concrete than a goal.

Confused?

Below are some examples of types of goals and objectives you may consider setting when starting your next online marketing campaign. 

I’m re-developing my website:

My goal is to increase online sales.

My objective is to increase online sales by 10% in one year. This will be measured using Google Analytics and tracking the number of submissions through our online payment gateway.

I’m running my first online ad campaign:

My goal is to increase traffic to my website, which will in turn help increase my client-base.

My objective is to increase traffic to my website by 20% in 6 months. I’ll track this by measuring the number page hits on my website (via Google Analytics) and the average CTR (click-through-rate) of my ads. 

What are some of your tips when defining the goals and objectives of your marketing campaign?