Digital Objectives

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Top Corporate Objectives Increasing Profitability Increasing ROI Productivity Innovation and R & D advancements Increase Market Share Customer Service Employee Retention Growth Maintain Cash Flow

Marketing Objectives Increasing Profitability Increasing ROI Productivity Innovation and R & D advancements Increase Market Share Customer Service Employee Retention Growth Maintain Cash Flow Increase Sales, Decrease Costs Efficiency of Distribution Awareness, increase brand equity, maintain brand loyalty, … Efficiency in the NPD process Clearly a marketing objective Increasing market share, share of customer, new sales territories, …

Digital Objectives Digital Objectives are derived from what you are trying to get the consumer to do. Overall Sales should almost NEVER be an objective. Instead, an objective that then leads to sales is used.

Attention = increase awareness of our brand by 35% in the next 9 months Interest = inform 25% more consumers about our brand benefits in the next 6 months Interest = increase brand trial by 40% in the next 12 months Desire = increase attitude toward brand by 20% in the next 90 days Action = increase orders through linked options by 25% in the next 3 months. Action = increase attendance at training seminars by 10% in the next 4 months.

Where is Brand Loyalty? What’s Missing?? Increase engagement with targeted customers by 35% over the next 90 days Decrease negative sentiment by 15% over the next 180 days Increase share of conversation by 40% in the next 6 months.