The Key to Building More Effective Cloud-Based Marketing Campaigns

Setting measurable goals for multi-channel or email strategies

Clearly defining actionable campaign objectives is a critical part of every digital marketing strategy – and proven to contribute to substantial results. If measurable intentions aren’t established for the campaign, you likely won’t get the results you desire from your marketing automation platform. When establishing your campaign objectives, it’s helpful to keep in mind the acronym SMART: make sure your goals are Specific, Measurable, Achievable, Realistic, and Timely.

Why CMOs Need Marketing Campaign Objectives

Experienced marketing professionals take the time to establish a purpose for their marketing strategy, identify their target audience, and set specific, measurable goals prior to launch. Here are three reasons why defining your marketing campaign objectives is just as important as the campaign itself.

1. Marketing Objectives Drive Results

Without specific marketing objectives, a campaign can be unfocused and all over the place. Identifying precisely what a relationship marketer wants to communicate to the target audience – and what action he or she wants the audience to take – will keep the campaign on track and drive more return on investment.

2. Personalized Target Market Strategy Ensures Consistency

Marketers should always be focused on communicating with a target demographic throughout any campaign. Creating marketing campaign objectives will lead to a better understanding of demographic data, behavioral data, psychographic information, and affinities such as price sensitivity and brand loyalty. Having a contextual approach to customers ensures that your team is delivering on the promise of customer centricity.

A marketing automation tool like Selligent Marketing Cloud effectively delivers relevant, personalized messages to the properly targeted customers, making it easy for marketing professionals to ensure their messages are congruent across all channels, clear to the audience, with a consistent branding voice throughout the campaign.

3.Clear Objectives Make Results Transparent

Marketing professionals who set clear, SMART objectives know what results they’re hoping to achieve. Successful companies have a specific action they want their audience to perform as a result of the campaign. It could be to share something on social media, click through a link, or fill out an online form. By identifying that they want 'X' number of click-throughs, for example, marketers can definitively consider if the campaign was a success or not, while also evaluating what needs to be improved upon for the next campaign.

The most successful campaigns begin with setting solid marketing goals. Selligent Marketing Cloud, an effective alternative to Salesforce, helps companies create engaging, focused, and results-driven behavioral marketing campaigns that deliver personalized content to a target audience.

Are you ready to target customers with a campaign that features SMART objectives and a clear, personalized message that sells? Contact Selligent Marketing Cloud for information on how our innovative platform can help.

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