Marketing objectives are essential to any marketing plan as it can clearly define a company or a brand’s overall goal (Kosaka, n.d.). Examples of marketing goals could be increasing brand awareness, driving online sales, increasing website traffic, etc. Without any clear marketing objectives, the journey for the company or brand to accomplish their goals and marketing strategy would be unclear and filled with difficulties and struggles. The biggest question you’re probably asking yourself is, “how do I define these marketing objectives or even make them?”
Think smart. That’s right, SMART. Specific, measurable, achievable, realistic, and time-bound (Kosaka, n.d.). Smart marketing objectives help anyone clearly define their company’s goals. The smart method is a great and useful way to help define goals and objectives to outline a perfect marketing plan that is accomplishable and able to pursue.
While defining clear objectives and creating these marketing plans, we have to consider any legal and ethical issues while developing plans. With today’s times, there are multiple marketing laws that clearly outline what we can and can’t do. One example of a legal issue to be careful of is misleading and/or making false claims which can lead to the misinterpretation of a company, brand, product or service (Marketing Ethics, 2020). These issues or anything similar can also lead to a company needing to revise their advertising, promoting and etc in order to align marketing objectives correctly while following the legal and ethical standards given to us.
References:
Marketing Ethics for Lawyers to Follow in 2020 and Beyond. (2020 September 22). Retrieved from https://www.natlawreview.com/article/marketing-ethics-lawyers-to-follow-2020-and-beyond#:~:text=Avoid%20Making%20Misleading%20or%20False,that%20can’t%20be%20verified.
Kosaka, K. (N.d.). How to Define and Measure Marketing Objectives: A Start-to-Finish Guide. Retrieved from https://blog.alexa.com/marketing-objectives/#:~:text=Marketing%20objectives%20are%20a%20brand’s,part%20of%20a%20marketing%20strategy.
Brandy Chanthapho 