6 Essential Objectives of Marketing

Marketing is an essential part of any business strategy and involves raising awareness about products, services, and the business in general. A well-thought-out marketing objective in a marketing plan is essential for any successful business organization. Regardless of any marketing tactic, you must implement marketing objectives in a marketing plan as effectively as possible. The six main objectives of marketing are to improve product satisfaction, increase organic traffic, generate leads, establish thought leadership, increase brand awareness, and increase revenues.

A small business should always consider developing specific key marketing objectives that cover all aspects of the projected marketing efforts. This is vital to the growth and success of the business. For example, a company needs one objective for its market segment and another for the number of customers. In this way, the industry will not be fooled by an increase in customers if it starts to lose market share. It would be useful if you created accurate and measurable goals to jot down some key marketing objectives for your company.

Writing the list of key marketing objectives involves starting with the marketing mix or the “4 P's”. Start by describing the product headings, the price, the location and the promotion. It would help you create a more inclusive and comprehensive set of vital marketing objectives. When setting goals, your dreams should be considered INTELLIGENT or specific, measurable, achievable, realistic and time-specific. The “SMART” approach allows you to efficiently manage marketing actions and, more importantly, allows you to determine how successful they have been and if they have provided the specific benefits sought.

Divide your document into four sections with titles for the product, location, price and promotion. Create captions that classify your marketing objectives and goals to produce or control your effect, analyzing various pricing strategies, analyzing the different promotional decisions you make and evaluating the circulation options of your products. Create your product headline by writing a synopsis of the market that addresses the reasons that affect demand for your service or product. Adopt marketing objectives and goals to describe the optimal target customer using specific demographics, understand the good performance of your competition, survey customers with respect to their needs, and determine what product features you should take advantage of based on the results of your market research. Set the fundamental objective of defining if you need to change, modify or completely maintain the current functionalities of the product or service as they are. Make sure you maintain a market share objective.

And it must be precise and incremental. This means that it was unable to set unattainable goals, such as capturing 90 percent market share in just two years. Set goals that are compatible with your marketing plan and add a percentage figure over a short period. It should sound more like: “We want to increase our participation by 10% over the next two years. This goal would actually be achieved and would motivate your marketing staff much more. Marketing objectives are invariably dependent on operating prices.

Review your current pricing structure to determine your current position in the market. For example, a premium wine could explain a high price to attract upper-class enthusiasts. On the other hand, plush toys should be priced according to the competition faced by neighboring businesses. Set a price target that generates a reasonable profit margin and keeps you in the market.

To achieve that price target, you may have to be very persistent and increase prices by 10 percent per quarter. The marketing objectives of a business organization must be consistent and specify the organization's primary concern. This implies that your objectives must flow from your organization's mission statement to the financial objectives and, ultimately, to the rest of the marketing strategy. Clearly defined objectives also provide your staff with instructions in terms of what, how to achieve, and at what time. These also act as motivators for employees by producing an achievable task that they can achieve. If you're a new company or are launching a new product or service, you might be interested in increasing your brand awareness to increase sales.

This target can be difficult to track without a clear objective. Your overall goal may be to increase sales but your goal is to increase enrollments in the next six months. What is the main result you are looking for? Do you want to increase sales, improve customer retention, get better quality leads? Most marketing objectives are based on the financial year or quarter but that can vary depending on the objective and amount of work required to reach baseline. Therefore, the goal of a good marketing plan would be to take into account different stages of conversion funnel and ensure that as many users as possible become customers. While objectives are key piece of marketing plan they aren't necessarily first thing you should define. Marketing objectives are feasible objectives designed to provide not only general direction but also clear and specific actions. Essentially your marketing objectives are actions that you and your marketing team take to meet your marketing objectives.

Creating marketing strategies before defining your marketing objectives is putting cart before horse. Effective marketing starts with setting clear measurable goals.

Amber Reynolds
Amber Reynolds

Typical internet junkie. Typical music trailblazer. Extreme web practitioner. Amateur music guru. Extreme beer advocate.