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What’s the point? Marketing objectives discussed…

Marketing objectives are strategies that support corporate goals. Typically, the objective of these strategies will revolve around a few over-arching categories. Sales revenue, sales volume, sales growth, market share and customer loyalty or engagement. Indeed, the objective may invoke SEO strategies or social media reach, but the categories above generally describe the intent of such an objective.

So how and why are marketing objectives used? The why is simple, we have corporate goals to achieve on behalf of our stakeholders, both internal and external. Marketing exists to support the achievement of those goals. The “how” of marketing objective use is not as simple.

When defining marketing objectives, we must set SMART goals. In this case, a bit of a double entendre. SMART is an acronym for

  • Specific – A goal must not be vague. Specificity is essential for clarity of mission
  • Measurable – If it can’t be measured, we can’t know if we succeeded.
  • Achievable – Realistic goals and objectives just make sense. But they also help “rally the troops” to something the team/company feels that can achieve. If my weight loss goals are 45 lbs this month, it’s not achievable by any sane means. The result would be certain failure and demoralization.
  • Realistic – Similar in some way to achievable, but adding the dimensions of things such as time. If I need to lose 45 lbs, it’s not realistic to do it in one month, but perhaps over a year? From a marketing perspective, if we are launching a new product, is it realistic to have it sell out on day one? No. But can we sell out of the product over some period of time, maybe! However, one must be cautious about determining if something is realistic or not. If I want to sell out of the product on day one, what if my objective is to do a live sell on QVC? You can indeed sell out of a product in a day, but it may require extraordinary events to make it happen.
  • Time related – Tying this all in together, what is the time frame in which you choose to achieve this goal? Without it, we never know if we achieved the goal due to these efforts, or just by luck! A plan must have a timeline. That timeline provides the necessary data points to allocate resources and budgets to achieve the objective- do I need to spend the money this fiscal year? Or is this a 5 year mid-term planning objective?

Marketing objectives must be collaborated and discussed with senior leadership. Shared vision is essential, as marketing sells nothing alone(normally). There is an entire value chain which is brought to bear in selling products or services. Objectives need to be in keeping with the scale of what is being attempted – new product launches, boosting Brand Awareness or Share of Voice (SOV), gaining social media followers, etc…..As we discussed above, these goals should be SMART. However, we must further break down what strategies, tactics and KPIs or measurements you will use to validate success.

It is in determination of the strategies and tactics that we should be aware of potential legal and ethical issues. Assuming that the objectives themselves are ethical and not something patently illegal or unethical, it is more likely that the execution will be the weak link.

Improper data sources, claims used in marketing that are deceitful or even dangerous, subterfuge, and harassment of consumers must not be part of the equation. Objectives and the strategies and tactics should not compromise core values of the company. This may even extend to corporate responsibility and sustainability efforts. Breaching any of these areas of trust with the consumer and public can lead to devastating legal consequences at worst, but “cancellation” at best by the very public we are attempting to sway.

So while we collectively understand that objectives must be ethical and legal (I hope), so should we pay attention to the methods used to achieve those objectives.

Segmenting the Market for Better Results

MARKETING SEGMENTATION. Geographic, demographic, income and generation segments are critical to MROI

TV advertising, billboards, print publications, direct mail, telemarketing, co-marketing, OTT/CTV, social media, paid Influencers, micro-influencers, event marketing, earned media, paid media….. it’s enough to drive anyone crazy while zapping a marketing budget dry. Marketing Return on Investment (MROI) is achieved by developing a strategy that maximizes impressions and/or impact on mostly those who have a need for the product or service. After all, targeting casino play to teenagers, sail boats to desert dwellers, and denture cream to millennials just does not make much sense.

Several tools exist to assist us in segmenting the market in a meaningful way. Typical demographic data such as income, gender, and location is not enough. Bringing in the behavioral traits of your potential target – understanding what makes them tick from a motivation perspective – can vastly change how and here you spend your marketing dollars.

Similarly, geographic data beyond a zip code can tell us the types of motivations residents have in the area. Perhaps the geography is made up of Movers and Shakers with no kids, or Networked neighbors – wealthy middle aged families with kids. By leveraging an understanding of what motivates these segments, we better mold messaging and channel delivery of marketing messages. This type of data is available through a model called Claritas 360 (otherwise known as Prizm) ( which leverages over 5 Billion data points (About – Claritas LLC, 2021) to align a geography into discrete categories.

Additional segmentation is useful at a deep psychographic level. Mintel ( provides marketing intelligence insights into the motivators, likes, dislikes and fears, of consumers, based on everything from generation to trends to even religion (Mintel: Global Market Research & Market Insight, 2022). By utilizing these services, we make our targeted messaging more impactful. Driving impressions to not only the right person, but at the right time, through the right channel with the right message is the target of a well thought out marketing strategy.

By developing a Persona, or description of a theoretical person that encompasses what we learn in the segmentation, we put our target prospect in terms that may seem more apt for a dating application than quantitative analysis. However, it is just that relatability that is crucial when we develop messaging. Think of it…. writing copy for an ad and only knowing that your audience is dads over 35 is nebulous. But if we can say, Jim is a 35 year old married sales exec that loves coaching his kids little league team, loves outdoor activities and barbecuing on a Big Green Egg- you begin to form the vision of Jim and can relate your copy to his values and experience.


Mintel: Global Market Research & Market Insight. (2022). Mintel.

About – Claritas LLC. (2021, September 21). Claritas LLC.