Digital Marketing Analytics: In Theory And In Practice by Hartman Kevin

Author:Hartman, Kevin [Hartman, Kevin]
Language: eng
Format: epub, azw3, pdf
Publisher: Ostmen Bennettsbridge Publishing Services
Published: 2020-04-25T16:00:00+00:00

When Objective-Setting Goes Awry

Marketing tends to go sideways for a few recognizable reasons. Too much complexity in a brand’s marketing leads to confusing messages that make it difficult for consumers to understand how a product will fulfill their needs. At the other end of the spectrum, marketing without refinement leads to broad messages that lack the punch needed to pierce the consumer’s consciousness. More often than not, such debilitating errors enter the marketing process at early stages. While errors are typically small at the time of introduction, they infect other elements of an analyst’s work, rendering a campaign ineffective.

One of the most damaging errors analysts make happens at one of the earliest stages: establishing an objective improperly. Should that objective be off in some way, the effect on the work it guides will ripple through every step. In my experience, three common errors occur during the critical stage of objective setting that an analyst must fight to avoid:

Making the objective too broad

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