To define goals for your marketing campaign, you need to know what your advertising aims are. There are 3 main types of advertising goals: promotion, protection, and profit.
Promotion Goals: The goal is to generate awareness of the product or service. Examples include; launching a new brand, raising awareness for election candidates and initiating generic company branding campaigns.
Protection Emphasis: This type of advertising aims to protect the image from negative publicity examples would be reducing customer churn or addressing sensitive topics like environmental protection.
Profit: This type of advertising goal is to bring in more customers and convert them into profitable clients. Examples include; customer acquisition campaigns, loyalty programs and acquiring new business accounts.
When setting your goals for a marketing campaign it's important that you know the reason behind why you're doing what you do! Setting advertising goals can be tricky, but with this guide you'll know how to get started.
Advertising can be defined as any paid form of non-personal presentation and promotion of ideas. Its main goals are to attract the attention, persuade, or remind people about a product or service in order to make a favorable purchase decision.
Russell H. Colley, in his 1961 book Defining Advertising Goals for Measured Advertising Results, outlines a methodology called DAGMAR (after the acronym of the book’s title) that converts advertising objectives into specific measurable goals.
According to Colley, advertising goals (or objectives) are specific instructions and requirements to be fulfilled with a particular audience over a certain period of time.
To increase from 10% to 40% the number of homemakers who own washing machines that are persuaded by brand x on how it can get clothes cleaner in one year.
- Advertising Goals must always have an aim or purpose, and it's important to understand that purpose when setting your goals!
- Setting Advertising Goals is a two-step process. First, the objectives must be determined by determining what you want consumers to do. Second, the advertising strategy should answer how we will achieve these objectives internally through media selection and externally with tactics (such as public relations).
- Setting Advertising Goals should be specific, answering questions like: Who is targeted? How many? What product or service? To what extent? In what time frame?
- Setting advertising goals involves balancing awareness and persuasion. Awareness can increase the likelihood that a person will learn about your product in some way, but it does not guarantee an intent to buy. Persuasion involves an explicit request for a specific action, such as buying your product or service.
- Setting advertising goals will determine what marketing tactics you should focus on in order to achieve them (for example: branding campaigns vs customer acquisition).
As you can see, the aims of advertising should be specific, answering questions like:
- Who is targeted?
- How many?
- What product or service?
- What shall the (change in) perception of the product be?
- To what extent?
- In what time frame?
Three main Aims of Advertising
1. Informative Advertising
The objective of informative advertising is to build primary demand. To do this, advertisers must inform consumers about the features of a new product or service in order to inspire the decision-making process that will lead them to purchase the product or try it out for themselves - like yogurt makers did before educating people on how nutritious their products are.
Informative Advertising can be done in the form of public information, like a press release or an article on your website.
It can also be found through personal communication about a product from someone who has used it and is recommending its benefits to others - like this blog post!
Informative advertising uses media such as print advertisements, billboards and television commercials to convey information about a product or service that is not widely known.
A company must be careful with this type of advertising because it's easy for consumers to become overwhelmed and needlessly confused by too much information, which can lead to an unfavorable purchase decision in the end.
An example of Informative Advertising would be how Coca Cola does marketing campaigns that inform people on the benefits of drinking water.
It's important when setting your goals for a marketing campaign that you know the reason behind why you're doing what you do! Setting advertising goals can be tricky, but with this guide - complete with numbers and bullet points in it - will help.
2. Persuasive Advertising
Persuasive advertising is part of the competitive stage, and typically happens when the company's objective is to build selective demand for its own product. It has to persuade consumers that their products offer more value than competitors', giving an example like BMW persuading US consumers that their cars offer more driving pleasure than Mercedes-Benz.
In order to do this, companies must identify the needs and wants of their target market.
This type of advertising uses media such as print advertisements, billboards and television commercials that are intended to evoke a strong emotional response from consumers before they even know what product or service is being advertised - like an advertisement for animal rights.
Persuasive advertising can be seen as the point when you've lost your customers' attention and a competitor has taken it.
An example of Persuasive Advertising would be how BMW advertises their cars in commercials to show off the design, driver-focused features, and engines that they offer.
The company may use persuasive messages like 'Driven by Emotion,' 'Experience Life One Curve at a Time' and 'The Ultimate Driving Machine.'
This type of advertising may be the most noticeable for consumers because it is designed to attract immediate attention, but it's important to know your target market before jumping into this kind of campaign.
A company must also keep in mind that Persuasive Advertising is not necessarily the most effective for selling a product or service, because it doesn't provide any information about what they're advertising.
One great thing about Persuasive Advertising that's worth mentioning though - it can be used to change existing public opinion of a company in order to improve their brand image and make consumers feel more positively towards them.
3. Reminder Advertising
Finally, in the case of mature products like Coca Cola that are already well-known, advertising becomes even more important. Ads for these mature products must repeat the product's benefits and give people another bad argument to buy it since they know all about what it can do. They are meant to provide reminders about the product or service, hence their name.
Reminder Advertising is used because a lot of people will forget what it was they were supposed to buy tomorrow if they don't see an advertisement for it today! And that's where this type of advertising comes in handy - reminding you and me just how good Coke is!
An example of Reminder Advertising would be how Coca Cola advertises their products on every TV commercial break.
This type of advertising is only used for established brands and mature products since they already have a loyal customer base - Coke, in this case. It can be seen as the third stage when it's game over because there are no new customers to attract.
Elements of a marketing goal
To set advertising goals, it is important to define specific objectives for your marketing efforts. These goals must accurately reflect the overall strategy you are pursuing, and be appropriate given risk tolerance of the organization . Here are the essential elements of an effective marketing goal:
Audience: Who is the target audience?
Objective: What are you trying to accomplish with your marketing efforts?
Incentives/constraints: Are there any limitations that might restrict how much information or promotion can be used in order for this goal to work best?
Measurement system: How will we know that we have succeeded in reaching this goal?
Strategy: How does the marketing objective relate to the overall business strategy and risk tolerance of the organization ?
Timing: When will you implement your advertising campaign?
Action plan: What are the steps that need to be taken in order for this goal to work best. This is often a simple timeline for the actions.
How to set success metrics for marketing goals
You cannot expect to know your marketing goals are successful if you do not establish a clear measurement of success. If you don’t define the metrics you use and set the outcomes, how can any work on marketing be said to have worked?
Try to focus on the following characteristics:
Select marketing metrics that contribute directly to your company’s growth and align with how your company’s overall business objectives are measured.
Make sure you pick metrics that have potential for improvement so you can track progress against them and see the impact of your work.
Your success metrics should inspire action so the team knows where to focus and what to do to achieve the desired outcomes.
Once you have defined success metrics for your goals, you can use various performance indicators to monitor how your activities are performing against those goals. This helps you understand the effectiveness of your programs and campaigns, so you can adjust your plans as needed to achieve the best results.
Here are some examples of commonly used metrics for online marketing activities:
- Bounce rate
- Channel-specific traffic
- Click-through rates
- Cost per lead
- Lead to close ratio
- Marketing leads
- New sessions
- Page views
- Session duration
- Social media mentions
- Time on page
- Total visits
Setting Advertising Goals in 2021
Advertising goals, whether paid or organic, are what form the foundation for an advertising strategy. Without a goal in place, it becomes difficult to know how well your moves within the industry are paying off while risking wasting time and money. Goals provide direction and motivation to help you succeed no matter what you hope to achieve with marketing.
1. Focus on an incremental lift.
This is an easy way to get started with your advertising goals. Setting incremental lifts will help you see small successes and keep you on track for better results.
It's important that, we focus on what we can do now in order to make a difference today - not tomorrow or next year.
Setting objectives of higher value than incremental lift might be a good idea for 2020 or 2021, but at this time, incremental lifts will help us to make progress and achieve our goals.
Rather than making marketing objectives guarantees of success - which are often impossible to meet - we can start with an achievable goal that leads up to higher-level performance. Setting small wins is more realistic and achievable.
Achieving a small win will keep your team motivated to continue marketing and provide you with the opportunity to learn what actions are most effective for achieving higher-level goals as well.
This assessment does two things:
1) It allows calmer heads to prevail so we can make good marketing decisions.
2) It allows us to set reasonable goals and sustainable advertising plans.
2. Select the proper objective for the ad you’re serving.
It’s important to know what you want your ad to accomplish so that it can be properly targeted and priced.
Selecting the right objective for your ad will help ensure the success of your efforts, which is why setting objectives in 2021 is vital.
This assessment should provide a clear path forward when considering how much money should go into your marketing spend.
The most popular advertising objectives are:
• Awareness - awareness is the objective of a campaign if it wants to bring attention to your brand, product, or service from people who may not have heard about you before
• Conversion - conversion is when viewers take what you ask them to do on social media platform like clicking through to your website
• Engagement - engagement is the objective of a campaign if it wants to increase social media followers and likes for the company or product
3. Optimizing And Fixing Problems
If your campaigns are not performing well, you need to identify the cause of that problem.
You can use qualitative and quantitative data for this assessment so it's clear what steps you should take in order to improve or fix these problems.
Qualitative Data: When used correctly, qualitative research provides deep insight into why a marketing campaign is successful or not.
Such as numbers of views or sales, will help you understand whether an advertising campaign is successful and if the cost was worth it.
After performing this assessment, you may decide that one or more goals are not achievable with your current budget - so you'll need to adjust accordingly.
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