GCS Marketing Objectives - Pauriccarroll/Linear-Algebra-Refresher-Udacity GitHub Wiki
The importance of marketing objectives:
- Overview: Before pitching products or for media spend, it is vital that you understand you clients marketing objectives. This will help you better understand their needs and bundle our products appropriately.
As you may recall from the marketing essentials, therw are four types of customer objectives:
- Business.
- Marketing.
- Media.
- Campaign.
Marketing objectives are the goals that the business wants to focus on for any length of time there include the following:
*Generate Leads: Drive leads, grow qualified leads and overall sales, increase profitable leads eg insurance company. *Drive Awareness: Drive brand awareness, move sales-lift metrics, increase profitability, brand affinity, and category ownership *Offline Sales: Drive offline sales, drive foot traffic, grow sales from store visits, increase offline profitability, increase offline cart size, repeat purchases, and profitability *Online Sales: Drive online sales or acquire new customers, grow sales and basket size, increase profitable sales or most profitable customers.
Impact Questions:
Asking deep impact questions improve the quality of your service and pitches, can help you build deeper relationships with customers and close more business.
Marketing Objectives: Broad
- What is the lifetime value of a customer worth to you?
- What percentage of your target audience would ideally know your brand?
- What are your conversion targets by product and channel?
- What role does media play in driving their business objectives?
- Who are your client’s consumers and why do they buy
- How and when do consumers use and shop the category?
- What media do they consume and what informs the purchase process?
Categorising your customer’s objectives can help you pinpoint which stakeholders to include and the potential budget implications for each type of objective.
Lead Gen Expressions: Action, Leads, Form Fills, Loyalty / Retention and Calls.
Deep-dive into our marketing objectives plays.
This framework bundles our product solutions by customer marketing objectives and are organised by a customers’ digital maturity. This will help ensure sellers are offering their customers the right solution at the right time.
Lead Gen Foundational:
- Foundational - Drive Volume (Leads and/or new Customers): Make sure your client is not missing potential leads due to budget or poorly defined lead quality. Products: Smart Campaigns / Form Fill Ads & Recaptcha, YT4A Opt in.
- Intermediate - Grow Revenue: Value leads through Online and Offline efforts to maximize revenue. Products: Smart Bidding, Offline Conversion Tracking, YT4A with custom affinity & in-market.
- Advanced - Increase Profit: Influence beyond lead generation. Drive leads, sales & profitability.Products: tROAS, YT4A Awareness. Expert Solutions