Marketing Goals Definition

Marketing goals are an important benchmarking tool for businesses and marketers to use to measure success. More than vague ambitions, explicitly set marketing goals should rely on hard data and measurable results. Digital marketers have many tools at their disposal to measure the progress and performance of website traffic, marketing KPIs, lead generation strategies, conversion rates, and much more.

Marketing goals are often measured with software and an appropriate marketing attribution model so that key areas of the buying cycle can be identified, improved upon, and otherwise enhanced to reach those goals.

Marketing Goals Example

Nearly all businesses have the broad goal of “increasing revenue,” but imagine that a company decides to break down this goal into smaller, more easily measurable milestones. The company in this example gets their entire team involved in these goals, giving each person or department measurable, attainable goals to strive for. Results are tracked regularly, whether that’s weekly, quarterly, or yearly.

From an online marketing perspective, these business goals are simple to keep track of with software marketing tools and analytic software. Suppose that the company decided that they wanted to generate 100 new, qualified leads every month with their website—not an insurmountable number by any means—and so they kept track of the performance of the most important online customer touch points (for example, a landing page).

Why are Marketing Goals Important for Strategic Marketing?

Strategy

Marketing goals are an important component of any online marketing strategy because it gives marketers something to aim for. Traffic, conversion rates, and lead generation processes will be refined and perfected in an effort to reach a goal.

Continuous Improvement

Without consistently striving toward new goals, what improvement is there to be had for any business or organization? Marketing goals help keep businesses on track and make data collection and analysis relevant and applicable to real world situations.