Marketing Communication Objectives
PDF Planning is everything when it comes to measuring your marketing success. If you fail to plan, it’s like a sailboat in the middle of the ocean without sails; you have no clue in which direction you will be sailing. This is why developing a marketing communications objective is paramount to your marketing success.
What is marketing communications without having an objective? After all, an objective is the goal intended to be attained, which should be attainable and can be measured. Objectives should also be accomplished within a time period.
Now, having said that, what specifically is a marketing communications objective?
Found in both the marcomm plan and creative strategy statements, the marketing communication objectives are determined by problems the target or product category may encounter and any market opportunities the product has to solve to overcome these problems.
Your marketing communication objective should describe what you want your target audience to think, feel, and do after they are exposed to your marketing message. It should answer the fundamental question, “What’s in it for me?”.
To often, marketing messages fail to deliver the benefits the target audience will get if the target uses the companies product or service. People make purchases based on what they will receive out of the purchase or service. This is why it’s important to include the benefit the target will receive, in your marketing message.
Some common marketing communication objectives include:
- Create a brand awareness for your company
- Defining a need the product or service can fulfill
- Encouraging action from the target
Defining your objectives may be a challenge at first, however, once you have a clear objective, then you will be able to move forward with your marketing communication strategy.
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Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now. Keep it up!
And according to this article, I totally agree with your opinion, but only this time!
FINALLY! I have found you!
So many times I have wondered if there was something like this on the web, because there should be! AND THERE IS.
As a stand alone Marketeer, I cant tell you the number of times I have second guessed myself without having someone to run ideas past.
What you need to write is, how to do a MarComms plan when your company doesn’t communicated their strategy or objectives….
this is good but not an indept analysis to the subject. The marcomms plan could be explained in more detail. Although in saying that well done for making it easy to understand
I thought it was really good. I can now explain my objectives in my communication plan thanks
I agree with Gillian, it is extremely difficult to write a communications plan when your company dosen’t communicate their strategy or like the idea of marketing but do not wholly support it, arguably a cultural issue but impossible to change when you are expected to fit in to the organisation as is.
Hannah, thanks for the comment. I’ve been a bit absent from this blog as my focus has been elsewhere in my career. However, I will be back on track after the holidays and New Year.
I’ve had a bit of response to this particular post on MarComm Objectives and I would like to revisit the topic and will answer yours and Gillian’s comments.