The companies need specific digital marketing objectives that will guide their online promotional activities.

Home, - 5 Important Objectives of Digital Marketing


In order to achieve the business mission and goals on the web, the companies need specific digital marketing objectives that will guide their online promotional activities. Each campaign which company create and all ads that one run should be in line with their marketing objectives and be relevant to the target market. The digital marketing objectives should be SMART that is Specific, Measurable, Achievable, Relevant and Time Related. The companies should benchmark against the competitors to ensure that they are more effective.

5 Important Objectives of Digital Marketing

1. Increase Sales- Increasing sales or leads is a top level digital marketing objective for many businessesbecause it improves revenues and is easy to measure. Using key performance indicators (KPI), one canthen benchmark their progress towards achieving the objective and can track this in the spreadsheets.An example of a SMART objective would be: "Increase sales by 10% from existing customers by Dec2015". 

2. Improve conversion rate- This is another digital marketing objective that can be tracked in Google Analytics. By setting up goal tracking in Analytics, one will have reports on conversions for the traffic sources, campaigns, keywords, landing pages, locations and so on. With this data the companies can then track a conversion rate objective like: “Improve organic traffic conversion rate by 25% by Nov 2015”

3. Percentage of return visitors- The New v/s Returning visitors is a metric that is available in Analytics and it is easy to track. Knowing how many visitors return is an important objective because it helps you see how effective your business is at visitor and customer loyalty. This helps the companies to create a specific and measurable objective that is relevant to your specific industry and an example is:

“15% of Visitors should be returners by the end of the year”

4. Organic traffic volumes- Organic traffic is natural traffic from the search engine result pages. It is considered as free traffic and is distinct from paid traffic. Lots of businesses have the objective to increase organic visitor traffic by achieving high search engine rankings through implementing search engine optimisation. To achieve this requires building quality links that point to your website. An
example for this could be: "Receive 20,000 visitors per month from Google and Bing natural results by Year end"

5. Reduce bounce rate- Bounce rate in analytics is defined as people who enter your site and leave rather than continue viewing other pages. This is an important measure of the quality of the website, because almost all businesses want their visitors to complete an action like purchase, contact or download on their websites. An example: “Reduce bounce rate below 40% for all traffic sources by Dec 2015”

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