Marketing Objectives

Setting goals and objectives are at the very core of a successful business, as it allows a business to show where they need to be and create action plans on how to achieve it.  Creating marketing objectives should always try to align with the companies mission statement and current fiscal goals, so if the goal is to drive traffic then marketing needs to work on raising awareness with current customers and new.

One of the best ways to make sure that everything lines up would be to use a marketing flow, or hubspot.

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Using a flow like the above can help marketers be effective in planning and allocating resources to marketing projects.  Knowing what the goal is, how you need to get people there and what KPI’s to measure success with are key.  Marketers also need to make sure that C level also understands the goals and KPI’s otherwise there will be challenges when it comes to determining success.

Always a brand/company needs to make sure that they are abiding by state and federal laws for compliance.  California recently rolled out tighter laws for sending marketing messages so brands need to comply with that, as well as think about future state.  Making sure that what ever collateral does go out is not misleading or a “bait and switch” is important to keep at the forefront.

Marketers should always try to be upfront and honest in what it is that they are promoting as well as any data that is being collected.  Being honest with customers helps solidify the relationship and foster trust which is key to maintaining a healthy company.

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Segmentation Tools

When researching a product marketers need to extensively understand their market as well as determining if the product will meet the needs for that group. Here are two of the tools that can be used

PRIZM – this tool helps markers understand geographic, demographic and consumer behaviors when looking to understand a market. We can understand what they bought, where, income, age, and the media that is consumed to help us see the customer journey.

In house CRM tools are also another great way to understand customer behavior.  Leveraging data from pacemaker companies and hospitals will help define who is using them.

VALS – this helps marketers understand values and attitudes of customers.  The idea is a X and Y axis represent motivations and external factors like income to map where consumers fall.

Leveraging tools to understand what drives customers to make purchases or engage with brands.  Taking the time to research the market as well as the product that you are developing will be the difference in a successful product launch and lifetime.