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The objective phase sits at the heart of the process of creating a digital strategy. Setting clear objectives for your digital marketing activity should be the starting point to build an appropriate digital strategy.
These objectives should be business objectives that can be realized through digital marketing, for example, increase e-commerce sales, drive more leads, build audience engagement with your brand. The objective phase should be focused clearly on beginning with your key success outcome and then identifying your KPIs. Once you have achieved this, then you can begin designing the strategy that is measurable and clear.
The biggest challenge for digital is that there is so much that you can do. Being clear and concise is crucial. You have got to make use of all your resources in an efficient manner; know where your money is best spent and try to minimize budget waste.
Some key objectives throughout a digital marketing strategy are:
Digital can help deliver on any of these goals and it’s important to establish what is your priority to help choose channels and measure success.
Business performance is an important expectation because it is often misguided in solely looking at direct sales. Outside of just focusing on sales, it is important to understand success can also be measured in leads and engagement. It's important to know what metrics or KPIs are most suited to measuring the success of your overall strategy as well as its different channels that make up the strategy.
Objectives are the resulting outcome of a number of KPIs combined to create an outcome that is used as a marker of success. Firstly, you should create a rough list of all the possible success outcomes that are relevant to your brand. Then, using the SMART goal system, you should stress-test your objectives.
As a quick reminder, SMART goals are:
SMART goals are important for your organization as they are the success outcomes on which your performance on digital channels will be measured.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Jessica is a consultant with experience in marketing and an in-depth knowledge of the latest marketing techniques. Her previous roles have included working in a marketing agency and numerous customer-service-facing positions that have given her exposure to a wide range of customers and clients.
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
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ABOUT THIS DIGITAL MARKETING MODULE
This module identifies the core components of an effective digital marketing strategy and explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs as well as the key research activities to undertake to guide channel selection and messaging. It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.