Marketing plans can be such a complicated process, with so much detail that sometimes it seems convoluted. Some may wonder, is there really a reason for having marketing objectives? Yes. Yes there is. Marketing objectives advise you and those involved in your marketing plan on what the goals of the plan are. Are you trying to gain more customers? Do you want to increase online sales? What, exactly, are you trying to do?
Once you decide that you need a marketing plan, and before you figure out what your plan is, you need to determine what your goals are. Without goals, the plan is just something that is nice to do that might get your more customers. But, there isn’t a way to track if the plan is successful if you don’t know what your objectives for having the plan are. Plus, figuring out what the objectives are allows you to figure out at what point the marketing plan is successful.
In order to decide what your objectives are for the marketing plan, the first thing to do is to know what the mission and goals of the organization are. If you are a company that provides insurance to customers, your mission may be to provide the best customer service, and the goals are to increase the number of people you provide coverage for. In this case, your marketing objectives may be increase the number of new customers obtained online. Your marketing plan will include ways to increase those new customers, while still maintaining the best customer service available. On top of that, you can track how well your marketing plan is doing by the increase percentage of online sales over a set timeframe from when your marketing plan goes into place.
On top of all of this, the marketing plan, the objectives, the goals, everything must be within all ethical guidelines. What does this mean? It needs to be above all else without any implications of wrongdoing. Most companies are not going to have this issue. However, it is always something that needs to be thought about and reviewed throughout every piece of decision making. All pieces of the marketing plan must make sure that they are not harming anyone or offending any person or group. Sometimes it means making sure that the phrasing or colors are in line with the group you are advertising to. Sometimes it means advertising in different ways to different locations. Regardless, knowing what offends different groups will help to make sure your company is above all else when advertising and working your marketing plan.
After all of this, I can say good luck to you. Creating a marketing plan can be very difficult. It’s time consuming, detailed, and will hopefully work and get you more customers. But knowing what is best for your company the most important piece of all. You know your company best. You know what marketing is going to be the best and help you be the most successful.