Keywords Marketer


Set Objectives

Last week, we mentioned how to start a Digital Marketing Plan. We started by doing a situation analysis and after set objectives and create strategies. In this new post, we are going to concentrate on setting objectives for the project.

First of all, when we talk to the client, we ask them for the objectives they have. Usually they state the goals they have and not the objectives. For this reason we are going to explain the difference between KPIs (key performance indicators), objectives and goals:

  • KPIs (Key Performance Indicators): these are specific metrics which helps us know the performance of the project. These should be between a range to help us reach our objectives.
  • Objectives: they are SMART (specific, measurable, achievable, realistic and time framed) and aid to have a clear direction and commercial objectives.
  • Goals: these are more generic, they help to shape the digital strategy. It describes on how they can contribute on the company's key areas.

Before stating the objectives, we should have clear what the company's vision is. The objectives should be in line with the vision statement.

  • Business Scope: where? markets, client segment and which geographical areas the company wants to compete.
  • Unique Competences: how? positioning, differential qualities the product or services has in comparison with the competitors.
  • Values: why? what is the main inspiration of the company.

After knowing the vision, we should start to propose future objectives. To make good objectives, we should know what SMART stands for:

  • S-Specific: is there enough detailed information to know what the opportunities or problems are?
  • M-Measurable: is there a quantitative or qualitative attribute we can create a measure upon?
  • A-Achievable: is there a good possibility to achieve the objective?
  • R-Realistic: is it possible to reach the objective, or is it almost impossible?
  • T-Time Framed: have we put a dead line to complete the objective?

Each objective should pass this filter. If it does not, we should re-state the objective so it passes each of the SMART acronyms.

Knowing this, objectives can be set and should be in line with the previous situation analysis done. In line with the company and market/sector analyzed.

Hopefully this has helped you to set objectives. Next week we will concentrate on the last, but not least, point (Create Strategies) and we can finish our plan.