What Are Digital Marketing Objectives, and How Do They Differ From Radio Marketing Objectives?
Overview
Marketing objectives in digital are a little different than they are in radio.
Radio is largely about building a brand that someone thinks of before making a purchase. With radio, we aim to create mental "inventory" so a brand is one of the top options a listener recalls when they need what you sell—top-of-mind awareness and recall. Radio is not based on the customer journey or path to purchase, so it’s not something you may be used to asking your client about. This can be the disconnect from radio to digital and it’s why we fill out a client needs assessment. You need to clearly understand a client’s objectives to choose from the many tools now available to target those objectives.
From Client Needs to Marketing Objectives
Think of this as a funnel: Awareness, Consideration, and Conversion. Our platform will ask you to identify one or more of these objectives when you're building a proposal.
Awareness Campaigns
Awareness campaigns introduce a brand, product, or service to a new audience, or increase its visibility in the market. The goal is to make people familiar with the advertiser and what they offer—getting on their radar.
Main KPIs: Impressions, Reach
Products for this could be: Display, Facebook/Instagram, LinkedIn, TikTok, Programmatic Video, OTT/CTV, YouTube, DOOH, Programmatic Audio
Consideration Campaigns
Consideration campaigns encourage people who are already aware of the brand (or a problem the brand solves) to think more deeply about its products or services. The goal is to move potential customers from simply knowing the brand exists to actively considering it as a solution to their needs. This stage often involves education and engagement.
Main KPIs: Clicks, Click-Through Rate (CTR), Website Traffic, Engagement (likes/shares)
Products for this could be: Search Engine Marketing, Display, Programmatic Video, YouTube, Facebook/Instagram, LinkedIn (Engagement, Retargeting)
Conversion Campaigns
Conversion campaigns persuade potential customers who are considering the brand to take a specific, desired action that directly contributes to business objectives. This is about closing the deal or getting a tangible commitment.
Main KPIs: Conversions—leads, sales, form submissions, downloads, foot traffic
Products for this could be: Search Engine Marketing, Display, Programmatic Video, Facebook/Instagram, LinkedIn (Conversion Metrics, Discounts, Sales Offers, Retargeting)
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