8.2 : 沟通目标

Marketing communication objectives refer to the strategic goals that guide promotional activities.

They set the stage for messaging strategies, content and media selection, and promotional milestones.

The objectives can be focused on sales, for example, growth in revenues, profits, or market shares.

Or it can be nonsales objectives, like increasing brand awareness and engagement or influencing consumer attitudes.

The objectives should be formulated using the SMART framework.

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

Let's consider this objective: "Increase the sales of the new electric cars by six percent over last year's sales among the millennials in the coming year."

The objective is specific and measurable because it aims to boost sales by six percent among millennials.

The rising popularity of electric cars makes the sales goal achievable.

And the projected increase in sales is relevant for the company to gain a foothold in the market.

It is also time-bound as the objective has to be achieved within the next year.

A well-crafted marketing communication objective helps businesses monitor and measure their goals.