TOPIC 3 – MARKETING
COMMUNICATION OBJECTIVES
Objectives
= after describing the marketing target groups
= define marketing communication objectives you want to achieve within a defined
period of time with a specific target audience
= important for assessing the effectiveness of a campaign
= formulated SMART
Why marketing communication objectives?
It gives:
1. Our message and creative concept (advertising agency)
2. Our choices of communication channels/media touchpoints (media agency &
media sales house)
3. How we will measure the success of our campaign.
SMART
1. Specific: Is the objective clear and concrete?
2. Measurable: #orders, #clicks on website, % increase in brand awareness, %
increase in revenue, …
3. Achievable: Possible to accomplish? Do we have enough resources.
4. Relevant: Is the objective relevant and does it improve our business?
5. Timebound: What is the deadline? Which planning is needed?
OBJECTIVES
HIERARCHY OF OBJECTIVES
, Mission vs vision
- Mission
= A mission statement defines the organization's business, its objectives, and how
it will reach these objectives. A mission statement provides a company's raison
d'être.
- Vision
= a statement that describes the long-term goals or aspirations of the
organization. It answers the question "where do we want to be in the future?" and
provides a clear picture of the desired future state of the organization and/or its
environment.
- Core values
= the primary values within a company. They are the characteristics or
motivators that demonstrate what the company stands for. Ideally, a company
has 3 to 5 clear core values that make the company culture immediately clear. For
example: We are down-to-earth, decisive and meticulous.
Business objectives vs marketing objectives
- Business objectives
= high-level objectives that directly affect the entire company. They can
encompass a range of areas, such as financial performance, growth, …
- Marketing objectives
= measurable objectives of marketing initiatives that support your business goals.
Communication objectives
= aim to change something in the mind of the consumer or in customer behaviour.
• They are intermediary effects for longer term commercial results (= marketing
objectives)
• 3 categories of communication objectives
1. Reach communication goals
= to reach the target audience in an effective and efficient way
- A good segmentation and audience definition are needed
- you need insights about the media behaviour of the desired segments
2. process communication goals
= conditions that should be established before any communication can be
effective
communication should:
COMMUNICATION OBJECTIVES
Objectives
= after describing the marketing target groups
= define marketing communication objectives you want to achieve within a defined
period of time with a specific target audience
= important for assessing the effectiveness of a campaign
= formulated SMART
Why marketing communication objectives?
It gives:
1. Our message and creative concept (advertising agency)
2. Our choices of communication channels/media touchpoints (media agency &
media sales house)
3. How we will measure the success of our campaign.
SMART
1. Specific: Is the objective clear and concrete?
2. Measurable: #orders, #clicks on website, % increase in brand awareness, %
increase in revenue, …
3. Achievable: Possible to accomplish? Do we have enough resources.
4. Relevant: Is the objective relevant and does it improve our business?
5. Timebound: What is the deadline? Which planning is needed?
OBJECTIVES
HIERARCHY OF OBJECTIVES
, Mission vs vision
- Mission
= A mission statement defines the organization's business, its objectives, and how
it will reach these objectives. A mission statement provides a company's raison
d'être.
- Vision
= a statement that describes the long-term goals or aspirations of the
organization. It answers the question "where do we want to be in the future?" and
provides a clear picture of the desired future state of the organization and/or its
environment.
- Core values
= the primary values within a company. They are the characteristics or
motivators that demonstrate what the company stands for. Ideally, a company
has 3 to 5 clear core values that make the company culture immediately clear. For
example: We are down-to-earth, decisive and meticulous.
Business objectives vs marketing objectives
- Business objectives
= high-level objectives that directly affect the entire company. They can
encompass a range of areas, such as financial performance, growth, …
- Marketing objectives
= measurable objectives of marketing initiatives that support your business goals.
Communication objectives
= aim to change something in the mind of the consumer or in customer behaviour.
• They are intermediary effects for longer term commercial results (= marketing
objectives)
• 3 categories of communication objectives
1. Reach communication goals
= to reach the target audience in an effective and efficient way
- A good segmentation and audience definition are needed
- you need insights about the media behaviour of the desired segments
2. process communication goals
= conditions that should be established before any communication can be
effective
communication should:
