Solutions through technology:Website DevelopmentDigital MarketingMarketing Strategy

OBJECTIVES

Objectives answers the questions ‘Where are we going, or where do we want to be?’ Why go online? What are the benefits, what is the purpose of going to all of this effort? Good objectives are quantified and have clear timescales. The overall objective should be to develop digital marketing campaigns that are proactive, differentiates the firm from the competition and generates new quality subscribers that fits the firm’s buyer persona and then convert them into customers.

However the devil is in the detail and a SMART approach should be adopted to develop these digital marketing objectives on a granular level. They should be specific in that the key objectives are clearly described and understood. They should be measured meaning that each element of the project should be controlled and quantified in terms of performance management specifying who is ultimately responsible. They should be attainable (ensuring results are achievable given resources), relevant (why have a goal if it doesn't make any difference) and time bound to ensure milestones are not allowed to drift.

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View the sample website that relates to your business sector. If you see functionality, look or feel that you like in a site in another business sector then that can be implemented into your new website. The only limitation is our imagination…

It goes without saying that objectives cannot be set until a ‘Situation Analysis’ is completed. Key performance indicators (KPIs) should be established and by determining the firm's current status in terms of digital marketing, allows us to set the objectives and define where we want to go into the future.

An overall objective should be to streamline the organisation’s lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-selling and up-selling, customer retention, and marketing ROI measurement. The technology is readily available thereby ensuring that these practices are possible and requires the following;

  • A central marketing database that includes detailed prospect and customer interactions and behaviours. It should allow you to segment and target the right message to each customer. The aim should be to deal with every subscriber in the database as a recognizable individual with unique preferences regardless of how the customer comes into contact with the business.
  • An engagement marketing environment that allows for the creation, management and automation of marketing processes and conversations across online and offline channels.
  • An analytics environment that tests, measures, and optimises marketing ROI and its impact on revenue. Therefore highlighting what worked, what didn’t, and where the firm can improve.
Digital marketing objectives are achievable by generating traffic onto the website, capturing information for the database through on-line behaviour analysis, converting this traffic into registered users through innovative e-marketing activities and developing these registered users into customers.
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CONCISE.ie

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Eircode: D02 ER26

Phone: 086 852 2189
E-mail: kieran@concise.ie

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CONCISE.ie

18 Upper Mount Street,
Dublin 2.
Eircode: D02 ER26

086 852 2189

E-mail: kieran@concise.ie

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