Digital Marketing Objectives

What Are The Digital Marketing Objectives and Why Are They Different From Radio Marketing Objectives?

Marketing Objectives in Digital are a little different than they are in radio. 

Radio is based largely on being a brand the someone thinks of before they make a purchase. With radio we are trying to create inventory inside someone's mind to be one of the top options that a client will think of, when they are in the market for what you are selling…top of mind awareness and recall- it is NOT based on the customer journey or path to purchase- so it’s not something you're 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 know clearly the objectives of the client to understand the MANY tools you now have available to you to target those objectives. 

So here is HOW client needs translate into 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 introduce a brand, product, or service to a new audience or to increase its general visibility in the market. The aim is to make people familiar with the advertiser and what they offer. It's about getting on their radar.

Main KPIs are often Impressions and Reach. 
Products for this could be: Display, Facebook/Instagram, LinkedIn, TikTok, Programmatic Video, OTT/CTV, YouTube, DOOH, Programmatic Audio

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. It's about moving 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 include Clicks, Click-Through Rate (CTR), website traffic, or engagement (likes/shares).

Products for this could be: Search Engine Marketing, Display, Programmatic Video, YouTube Facebook/Instagram, LinkedIn (Engagement, Retargeting)

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 are Conversions themselves – 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)