What you want a marketing initiative such as an advertising campaign to accomplish for the bottom line of your business. Common marketing objectives are customer acquisition, order value, engagement, and contribution to revenue. Objectives usually follow the SMART format: specific, measurable, actionable, relevant, and time-bound. An example for email marketing is a goal to acquire 5,000 new customers this quarter through the “friends and family” loyalty discount email campaign.
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Integrated Marketing
The practice of aligning all marketing tactics to the same core messaging for a consistent customer experience with your brand. Through integrated marketing, communications tactics such as display ads, landing pages, email marketing, direct mail, and ...
Marketing Mix
The 4 “P”s: price, product, promotion, and place (point of sale). Your marketing mix covers these must-have elements when bringing a product to market. The marketing mix is inextricable from the marketing objectives in your business plan. Some ...
Nonprofit Marketing
Marketing with objectives that advance a nonprofit organization’s cause versus driving a business’s profitability. This is also referred to as “cause marketing.” Common goals for nonprofit marketing initiatives include raising awareness, increasing ...
Promotional Mix
The combination of promotions (advertising, sales promotion, personal selling, publicity) you use to deliver marketing messages to your target audience. A promotional mix should be planned out strategically to support your marketing objectives. ...
Product Lifecycle
The stages a product goes through during its time on the market. There are 4 stages: introduction, growth, maturity, and decline. The stage your product is in helps inform your marketing objectives and promotional mix. For example, raising awareness ...