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What are Digital Marketing Objectives?

SEM Geek


Staff member
Jun 21, 2023
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Digital marketing refers to any online marketing efforts used to attract, engage with, and convert potential customers. Setting clear digital marketing objectives is crucial for focusing your strategy and measuring success. This article will explore common digital marketing goals and how to set effective objectives.

Why Set Digital Marketing Objectives?​

Well-defined digital marketing objectives serve several key purposes:

  • Strategic focus - With clear goals, you can align marketing activities towards common outcomes. This prevents wasting time and resources.
  • Measurement - Digital marketing success depends on tracking key performance indicators (KPIs) tied to objectives. This enables data-driven optimization.
  • Accountability - When objectives are specific and measurable, teams can be held accountable for hitting targets.
In short, setting SMART (specific, measurable, achievable, relevant, and time-bound) digital marketing objectives drives greater efficiency and return on investment.

Common Digital Marketing Objectives​

While objectives vary by business, common digital marketing goals include:

1. Increase Website Traffic​

Most digital marketing aims to drive more visitors to your site or platform. Keyword and content optimization, social media, PPC ads, email, and other tactics focus on boosting qualified traffic. Typical metrics include:

  • Monthly/annual website sessions
  • New vs returning visitors
  • Bounce rates
  • Pages per session
Setting traffic growth targets (e.g. 10% MoM) keeps this top-level goal in focus.

2. Improve Lead Generation​

For many businesses, digital marketing is key for capturing leads. This means optimizing forms and calls-to-action (CTAs) across channels to encourage conversions. Goals may include:

  • Leads generated monthly/annually
  • Cost per lead
  • Lead-to-customer conversion rate
Focusing on the volume and quality of leads helps drive sales outcomes.

3. Increase Online Sales​

Ultimately, digital marketing aims to directly impact online revenue. Typical ecommerce goals include:

  • Percentage growth in online sales
  • Average order value amount
  • Online sales as a percentage of overall revenue
Setting clear sales targets ensures digital marketing supports wider business growth.

4. Raise Brand Awareness​

While harder to quantify, building brand visibility and reputation online is crucial for long-term success. This can be measured by:

  • Search rankings for branded keywords
  • Social media followers and engagement
  • Brand mentions and backlinks
Tracking brand signals ensures marketing lifts perception and authority over time.

How to Set Effective Digital Marketing Objectives​

Follow these best practices when defining your digital marketing objectives:

Ensure Alignment with Business Goals​

Marketing objectives should clearly map to wider company goals and strategies. This means involving key stakeholders when setting targets.

Make Objectives SMART​

S = Specific (clear outcomes like 20% traffic increase)

M = Measurable (define key metrics to track)

A = Achievable (within resource constraints)

R = Relevant (to overall goals)

T = Time-bound (by specific dates)

Limit to 3-5 Key Objectives​

Resist setting too many goals. Prioritize the vital few objectives that will drive results.

Use Both Quantitative and Qualitative Goals​

Combine specific metric targets with broader brand and engagement outcomes.

Set Short and Long-Term Objectives​

Balance immediate lead gen needs with brand building for the future.

Regularly Review and Adjust​

As strategies evolve, revisit objectives to ensure they remain realistic and relevant.

Key Takeaways​

  • Digital marketing objectives provide strategic focus, enable measurement, and ensure accountability.
  • Common goals include driving traffic, leads, sales, and brand building.
  • Effective objectives are aligned, SMART, limited, balanced across timeframes, and regularly reviewed.
Setting clear digital marketing objectives is crucial for executing and optimizing your online presence towards business growth. Revisit this framework when assessing your current goals.