Objective
A marketing objective is the specific result an organisation wants to achieve within a set period using the resources available to it
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Objectives guide strategic decisions and make it possible to assess whether actions are working. They may be business objectives (sales, market share, profitability), marketing objectives (acquisition, retention, customer value) or communication objectives (awareness, consideration, image). To be useful they should be clear, measurable and time-bound; the SMART method is one of the most widely used guides.
An objective is not the same as a KPI: the objective states what is to be achieved and the KPI is the indicator used to measure progress. For example, the objective might be to increase sign-ups to a service by 10% in six months, and the KPI the number of monthly sign-ups.
Also known as
Marketing objective, Goal
Topics