The Digital Marketing Objective indicates the expected result of the campaign. Guide performance analysts and outreach media to find people most likely to perform a certain action. It also guides the digital marketing team to produce creative concepts compatible with the goal. The objective is related to the stage of the customer's purchase journey that you want to reach.
They are directly related to the purchase journey stage.
For every shopping journey there are a few viable marketing objectives:
Purchase journey stage: Recognition
Increase brand recognition.
Purchase journey stage: Consideration
Generate visits to the website.
Increase engagement with publication.
Post a gift coupon.
Increase brand or event followers.
Generate views for a video.
Purchase journey stage: Decision
Generate quotes or contact.
Generate sales online.
Receive visits to the physical store.
Receive free registration for an event.
Variations may exist, but these are common for major outreach media.
Increase ROI on media.
Guide the creation process.
a) If you are starting in digital marketing, or launching an innovative product, use the objective of presenting products to a large number of people, to form your lead base. The purpose of visits to the website can also be used.
b) If you already have a base of leads and want to bring them closer to conversion, showing the benefits of your product or through educational content, the best option is the goal of visits on the website.
c) If the goal is to generate online sales, use the audience that is in the decision stage of the consumer's purchase journey, and send a discount or show the launches similar to the product they are looking for.
When planning a campaign and its ad groups, define the expected marketing objective. Objectives give ideas for actions that can be taken at this stage. So create the publications with the proper communication. Then apply the respective configuration in the campaign to reach media such as Google Ads and Facebook Ads.
"Ah, but in the end I always want to sell, so I'll just think about this goal!"
That is why it is essential to understand the concept of the consumer's shopping journey. A person can even know your company and products and buy right away, but the most common path is to go through a few steps until you are ready to buy. For this reason, using objectives such as “present products” or “site visits” are so important, as they will form the base of leads that will one day become your customers.
Divide your strategy into the objectives of different stages of the purchase journey, this way you will guarantee sales for those who are already ready to buy, bring leads closer to the purchase, and capture new leads for future sales.
Any strategy or action must have a well-defined marketing objective, and its process of creation and placement in the media must be related to what is expected to be achieved. Digital marketing management uses this concept to improve results, balancing campaigns across multiple goals, and giving more importance to one or the other as digital maturity advances.
Do you want to know how to put Digital Marketing Management into practice? Then read other contents of the Guide.