Learning Paths

Set digital marketing goals and objectives

Learn best practice for structuring digital communication goals and objectives

Module purpose

Setting clear digital marketing goals and objectives will help you get buy-in from colleagues and brief agencies better.

It will also give you and them more confidence that you can achieve your targets by putting in place the right marketing activities to deliver them.

The secret to setting effective objectives is to use suitable frameworks to make sure you are including different types of objectives. In this module we review several alternatives.

Our RACE digital marketing dashboard template uses the VQVC framework we cover in this module to review digital marketing effectiveness.

How is this module structured?

  • Setting clear digital marketing goals and objectives
  • Objectives Goals vs Objectives – what’s the difference?
  • Why is setting digital marketing goals and objectives important?
  • Using VQVC to set SMART objectives and review results
  • Understanding the difference between the four types of brand awareness
  • Examples of Efficiency vs Effectiveness measures within RACE Summary

Learning objectives

  • Understand the difference between vision, goals, objectives, CSFs, and KPIs
  • Understand the need for SMART objectives VQVC response objectives covering Volume, Quality, Value and Cost generating a response to digital marketing activities
  • Understand branding objectives and measures
  • Review relevant efficiency and effectiveness measures in your goals and reports

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This module is in the Campaign Planning Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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