Digital Marketing - Study Notes:
Purpose of the objective phase
The objective phase sits at the heart of the process of creating a digital strategy. Setting clear objectives for your digital marketing activity should be the starting point to build an appropriate digital strategy.
Objective setting activities
These objectives should be business objectives that can be realized through digital marketing, for example, increase e-commerce sales, drive more leads, build audience engagement with your brand. The objective phase should be focused clearly on beginning with your key success outcome and then identifying your KPIs. Once you have achieved this, then you can begin designing the strategy that is measurable and clear.
The biggest challenge for digital is that there is so much that you can do. Being clear and concise is crucial. You have got to make use of all your resources in an efficient manner; know where your money is best spent and try to minimize budget waste.
Some key objectives throughout a digital marketing strategy are:
- Conversion/sales: That is commercial success.
- Consideration: That is evaluating if the product or brand meets your needs.
- Awareness: This is about audience reach
- Retention: This enables you to establish customer engagement.
Digital can help deliver on any of these goals and it’s important to establish what is your priority to help choose channels and measure success.
Business performance is an important expectation because it is often misguided in solely looking at direct sales. Outside of just focusing on sales, it is important to understand success can also be measured in leads and engagement. It's important to know what metrics or KPIs are most suited to measuring the success of your overall strategy as well as its different channels that make up the strategy.
For example:
- PPC and SEO, when used as conversion channels, can be measured in sales or leads delivered
- Email and Mobile Apps when used as customer retention channels can be measured in customer retention, repeat use, engagement, leads and sales
- Display and Social media when used as awareness channels can be measured in reach and engagement
- When you understand what the measurement and goal of a channel is, you can use diagnostic metrics to evaluate success even further. Some examples of metrics used to diagnose success include:
- CPA and CPL for conversion channels
- Sentiment and Awareness for customer engagement channels
- New versus returning users and increased sales or conversions for customer retention channels
SMART goals
Objectives 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 stress-test your objectives.
As a quick reminder, SMART goals are:
- Specific: Is the goal clear and singular. Try to avoid multiple results and being vague, for example, “we want more site traffic and positive sentiment”.
- Measurable: How are you collecting and generating data from your activity?
- Achievable: Is the goal feasible given the circ*mstances and the resources available to you? 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 success outcomes on which your performance on digital channels will be measured.
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FAQs
The 5S Objectives of Digital Marketing
The 5S's of the goal framework are sell, serve, speak, save, and sizzle. Sell: This is the most obvious objective, aiming to drive revenue and increase sales through your digital channels.
What are the 5 S objectives of digital marketing? ›
The 5S Objectives of Digital Marketing
The 5S's of the goal framework are sell, serve, speak, save, and sizzle. Sell: This is the most obvious objective, aiming to drive revenue and increase sales through your digital channels.
What are SMART objectives in digital marketing? ›
By its simplest definition, an effective SMART marketing objective is: Specific, measurable, actionable, relevant, and time-bound. But you will learn in this article that beyond this well-known acronym, there are different variations and nuances which you can apply to practice Smarter Marketing.
What is DMI in marketing? ›
Digital Marketing Intelligence (DMI) is the ability to derive actionable insight from the data you collect. Executed properly, a DMI strategy supports a marketing campaign in the planning phase, during execution, and following completion as planning for the next campaign begins.
What are the 7 C's of digital marketing? ›
Doing well in digital marketing means understanding basic principles. We can remember them as the 7 C's of digital marketing: Customer, Content, Community, Context, Convenience, Cohesion, and Conversion. These seven things help marketers make and improve their digital marketing plans.
What are the 7 P's of digital marketing? ›
Initially 4, these elements were Product, Price, Place and Promotion, which were later expanded by including People, Packaging and Process. These are now considered to be the “7 P's” mix elements.
What is setting objectives in digital marketing? ›
These objectives should be business objectives that can be realized through digital marketing, for example, increase e-commerce sales, drive more leads, build audience engagement with your brand. The objective phase should be focused clearly on beginning with your key success outcome and then identifying your KPIs.
What is objective and key results digital marketing? ›
Digital marketing teams should consider Key Results that help measure conversion rates, click-through-rates on campaigns, geo-targeting and segmentation, as well as quality of leads being brought into the company. OKRs help digital marketing specialists stay on track and focused on the most important company goals.
What are the objectives of digital marketing professional? ›
Objective examples
Looking to be part of a team that utilizes creativity and a sense of initiative to drive sales growth and bring success to the overall brand. Highly organized social media marketer with strong multi-tasking skills and able to prioritize assignments based on deadlines given.
How to set marketing objectives? ›
Good marketing objectives often follow the SMART methodology: specific, measurable, achievable, relevant, and time-based goal-setting. SMART goals are how businesses evaluate their marketing objectives to see if they meet the necessary criteria for success.
An example of a SMART-goal statement might look like this: Our goal is to [quantifiable objective] by [timeframe or deadline]. [Key players or teams] will accomplish this goal by [what steps you'll take to achieve the goal]. Accomplishing this goal will [result or benefit].
What does the DMI stand for? ›
Directorate of Marketing & Inspection.
What is full DMI? ›
The desktop management interface (DMI) is a standard industry framework that manages and tracks components on one or more personal computers, usually from a centralized console.
What do DMI partners do? ›
DMi Partners is a full service digital marketing agency in Philadelphia, PA. Since 2003, we've championed a collaborative, people-focused approach to navigating the digital landscape to get results for our business partners.
What are the 5 A's of digital marketing? ›
Audience, Assets, Access, Attribution and Automatisation: make the 5 As your new mantra.
What are the 5 P's of digital marketing? ›
The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.
What are the 5 R's of digital marketing? ›
The 5 R's of marketing
- REAL: We refer to Real as Sincere, Authentic… ...
- RELEVANT: Try to make important content, with outstanding information that meets the needs of your target customers. ...
- REACH: It is the scope of a message. ...
- RECEPTIVITY: Recep tivity is the rate of absorption of a message.
Introduction: In the ever-evolving landscape of digital marketing, understanding and implementing the fundamental principles can significantly impact a brand's success. The 5 Cs—Content, Context, Connection, Community, and Conversion—serve as pillars for effective digital marketing strategies.
