From the course: Digital Marketing Foundations

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How to establish goals for digital marketing

How to establish goals for digital marketing

From the course: Digital Marketing Foundations

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How to establish goals for digital marketing

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- You likely have a vision of what you need your marketing to accomplish. It might be to increase traffic to your website, drive more phone calls or get more customers to come through your doors. Now, these might sound like great marketing goals but these are all actually examples of marketing objectives. They're actually quite useless as is, to be effective they need to be measurable. Now a common approach is to create goals using the SMART acronym. This means that for a goal to be effective it must be specific, measurable, attainable, relevant and time bound. Now the approach that I use to map out goals, which is also in use at companies like Google and LinkedIn is to use a format called objectives and key results. And you'll hear these referred to as OKRs. It looks like this, first, you set the objective and objectives answer the question, where do we want to go? And then you'll define two or three measurable key…

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