How to set marketing goals from scratch?

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Without correctly set marketing goals, it is difficult to write an effective marketing strategy, approve an effective marketing policy and implement a marketing plan to promote a product. Strategic marketing goals are the foundation of any business; they have their own classification and a clear order of formation. In this article, we will talk about global practice in developing a company’s marketing goals, describe each element of the strategic goals tree and analyse the basic rules for setting long-term and short-term marketing goals so that you can put this knowledge into practice.

Background information

The strategic marketing objectives of any business are formed in a strict sequence within a “goal tree” (or “strategic goals map”), which looks like this:

The goal tree is a single, interrelated system of an organisation’s long-term and short-term goals. It is based on global, long-term business goals in the industry. To achieve these global goals, operational and tactical tasks are defined, which serve as short-term goals.

When setting goals, remember that goals set using the SMART method are easier to work with and to analyse.

Let us briefly discuss the classification of strategic marketing objectives above and look at each type of marketing goal in more detail:

Business goals

Business objectives are the starting point for developing the goals of a marketing plan. They form the basis for setting lower-level marketing goals and determine the long-term direction of the company’s development in the market, being directly related to the company’s mission.The primary goal of any business is to increase profit, so clear objectives should be set for the company in three areas: the company’s position in the segment or market, sales, and profit level and return on sales. Business objectives are the company’s main financial objectives.

An example of a company’s strategic business goals:

– Maintain market leadership;– Become number 3 in the detergents segment;– Achieve sales growth that outpaces market growth;– Achieve profit and sales growth of 20%;– Maintain profitability at 65%.

Marketing goals

Strategic marketing objectives answer the question: “How should the target audience and its behaviour change in order to achieve the business goals set?” Well-defined marketing goals are expressed in terms of:– Improving or changing the consumer base;– The growth potential of the company’s audience;– Changes in buying and usage habits; increasing loyalty to the company’s product.

An example of an organisation’s main strategic marketing objectives:

– Attract a new audience to the brand;– Increase the frequency of consumption and use of the product from once a week to daily use;– Get all family members to use the product;– Increase loyalty to the product among high-income consumers aged 35+;– Increase the frequency of trial purchases among young audiences.

Communication goals

The main question for communication objectives is: “What action should the consumer take after encountering the advertising message?” Communication objectives are used to set goals for major advertising campaigns and personalised marketing communications. The choice of creative (what to tell the consumer and how), the selection of communication channels (where to show the advertising message) and the frequency of contact with the message all depend on the communication goals.There are four primary communication goals for a product advertising campaign: creating a need for the category, increasing product awareness, forming a particular attitude towards the product, and encouraging its purchase.

Read more about the principles of defining and setting communication goals in marketing in our upcoming article: “2+2 communication goals of the company’s marketing activities”.

Examples of communication objectives for marketing activities:

– Improve the culture of hair care: every time the main product is used, use an additional product for extra benefits;– 50% of the target audience should visually recognise the brand after the advertising campaign;– Strengthen the product’s image characteristics: serious, professional, efficient, always helpful, confident, purposeful;– One in five members of the target audience should consider buying the product after encountering the advertising message.

Media goals

Media goals are expressed as key media indicators, communication channels and other parameters to be considered in the media planning process. These goals often include the size of the advertising budget.

An example of media goals:

– Ensure reach of 90% of the brand’s entire target audience;– Activate high-involvement communication channels;– Achieve leadership in the “Today’s press” media channel;– Provide 90% coverage of key sales regions.

GOAL-SETTING RESULT

As a result, when developing a marketing plan and before launching an advertising campaign, you should have the following short summary of goals:

IMPORTANT:

The achievement of every goal must be monitored. Analyse the reasons for exceeding or missing goals. Apply the experience gained to future marketing activities.