Objectives

By measuring everything, you can respond much more effectively to the data. In other words: measuring is knowing. However, before you can determine whether your marketing results are good or bad, you must set clear objectives. By translating these into Key Performance Indicators (KPIs), you make your performance visible. Keeping these front of mind enables you to implement the right optimisations and achieve better returns.

Addmark is happy to help you formulate these objectives and the corresponding KPIs.

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Objectives

Start from your company’s mission, vision and core values

You cannot simply collect data and run measurements. It is important that you know what you are measuring and, above all, what you want to measure. What matters to your company? What are your goals?

Different departments require different objectives and KPIs. Communication objectives can differ significantly from marketing objectives or commercial objectives. It is therefore important to define distinct strategic goals for each department.

To ensure these objectives align and remain relevant, keep your company’s mission, vision and core values in mind when formulating them.

Defining measurable goals

This sounds simpler than it is in practice. Addmark helps you formulate strategic goals that fit your company and then translates those goals into measurable KPIs.

In our workshops on inbound marketing, sales and service, or when setting up a website, we work with you to gain greater insight into your current business objectives. These are then translated into online, measurable objectives. This results in a clear and transparent approach for both parties.

Different goals, different objectives

When defining objectives, consider examples such as increasing website traffic, generating high-quality leads and acquiring more customers. Every organisation has its own unique objectives, which may even differ per campaign. Each campaign has a different nature, such as brand awareness campaigns versus conversion-driven campaigns.

Ultimately, we jointly establish a marketing strategy in which the goals and KPIs are embedded.

With a clear focus on these goals and corresponding KPIs, attention is directed to the right priorities. You know exactly what to measure and what the impact is.

SMART goals

Business objectives can be broad and general. It is clearer and more measurable when objectives are more specific. These are known as SMART objectives. SMART stands for Specific, Measurable, Acceptable, Realistic and Time-bound.