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What Are Digital Marketing Goals and Objectives?

Without setting clear digital marketing goals and objectives, it can be difficult to measure the success of your campaigns in any concrete way. It can also be a major struggle to optimize your return on investment for your digital advertisement spending. 

Digital marketing goals and objectives are essentially the metrics that you will use to measure the success of your campaigns. They can include one or more of the following:

  • Generate more leads
  • Improve your conversion rate
  • Increase your sales
  • Boost your traffic

How to set digital marketing goals and objectives

It is worth noting that the digital marketing goals and objectives mentioned above should only act as broader aims. It is also important that your teams set SMART marketing goals. That is to say that all digital marketing goals and objectives should be:

  • Specific
  • Measurable
  • Attainable
  • Relevant 
  • Time-bound

Let’s take the example of generating more leads as one of your digital marketing goals and objectives. Below, we’ll detail some of the elements you might want to consider before starting the campaign for SMART goal-setting.

  • Specific: What are the audiences or personas that we are targeting to gain these new leads? Which channels will we use to reach them?
  • Measurable: How many leads should we aim to get in total from the campaign? What will be the exact KPIs that we track for this campaign or set of campaigns?
  • Attainable: What is the percentage we will need to increase our leads by and is that realistic to achieve? What has been our performance over previous quarters?
  • Relevant: How can we appeal to the pain points of this audience and how does our product or service seek to solve them? Can we offer them very specific benefits?
  • Time-bound: How long will this campaign run for? When would we like to measure how successful our digital marketing goals and objectives have been?

Depending on your specific digital marketing goals and objectives, you may want to think about taking steps such as:

  • Researching keywords and creating keywords for which you’d like to rank
  • Building landing pages that provide information and enable potential customers to register their interest
  • Better understanding the customer experience or journey — what is the best channel to reach your customers? What are their top concerns when considering purchasing?

Lastly, don’t be afraid to experiment with the channels and messaging you use to reach your potential new customers. Use your digital marketing goals and objectives to find what works.

Further reading
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Digital Marketing KPIs and Metrics

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Email Marketing KPIs & Metrics You Need to Know

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The Ultimate Guide to Planning & Tracking Social Media Campaigns

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The Definitive Guide to Data-Driven Marketing