Any marketing campaign, traditional or digital needs a direction. Directions are usually provided by the goals set by top management. Any step taken towards fulfillment of that goal is the direction of a campaign. Here we will find the ways SPICER can help you set your journey in right direction by identifying right goals.
All business owners are dreamers and these dreams are their fuel to keep going. But businesses do not reach pinnacle with dreams alone, unless they are converted into achievable goals. First step towards realizing your dreams is to attach a deadline to them.
Goals are just dreams with deadline!
Set Goals is the therefore the first step suggested in SPICER Framework by OrangeWit.
Carving goals out of dreams is a very crucial step for success of Digital Marketing campaigns. For Online Marketing, Goal Setting is a critical step because deadline is not the only factor that separates goals from dreams. Goal setting process for online business is a complicated process as it involves understanding the nature of business, existing customers, market size, market share, market leaders, budget, etc. It further complicates as human to human interaction is indirect. In Online Marketing, interactions are human to human but happen in a virtual world and that too with help of internet and devices.
In Online Marketing, interactions are human to human but happen in a virtual world and that too with help of internet and devices.
Various campaigns are run simultaneously or in tandem with each other to achieve desired results. Results & delivery periods of each campaign are different, therefore the Goals for each category are different. Goal setting activity starts with identifying end results and then integrating it backwards
1. Long Term Goals
First step in goal setting involves identifying end results of the marketing exercise. The end results are usually number of Registrations, Leads, Sales, etc. As per traditional sales process, a qualified lead is converted into customer.
This is a long-term goal as highest level of user activity is involved
2. Mid Term Goals
This also requires high level of user activity as prospects are nurtured to become Acquaintances and then as Qualified Leads. These goals are set in terms of number of Newsletter subscribers, users who download free stuff, Social Media Followers.
These are Mid Term goals as it takes relatively less time, as compared to Long Term goals, to develop acquaintances & Qualified Leads
3. Short Term Goals
These goals involve identifying Suspects in Planning phase and converting them into prospects. Short term goals are set in terms of number of website visits, shares & likes on social media, etc.
Very low user activity is involved to achieve these objectives. The results can be achieved with much less efforts and very less time.
4. Instant Goals
Many a times businesses are involved in time-bound activities like events, shows, festivals, etc. Execution time is short and instant results are required. PPC Campaigns on different platforms are run to get instant results
5. Budgetary Goals
PPC Campaigns are online paid advertisement activities that involve dynamic budgetary provisions. The costs are usually governed by competitors and decided by a bidding process. This thus requires to set Budgetary Goals
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Once these goals are set, its time to set up a mechanism to achieve them. First step in the direction to achieve goals is to plan the activities. In our next article of How to Plan a Digital Marketing Campaign with SPICER, we will identify various planning aspects to run Digital Marketing campaigns successfully.