Are e-marketing objectives merely fixed enumerations that suit all times, business, and institutions? Or do they constantly change over time and vary across industries? What about the factors influencing buyer behavior – such as their purchasing power, interests, problems, and issues – aren’t they all important marketing variables that are constantly changing? If so, yesterday’s marketing goals won’t be the same today!
In this article, we share with you 4 primary e-marketing objectives and how to measure their success, along with 4 essential e-marketing objectives for digital marketing success in 2024.
What are the Priorities of E-Marketing Objectives in 2024?
E-Marketing objectives can be defined as broad, long-term outcomes that a company or business project aspires to achieve through e-marketing strategies.
Identifying e-marketing objectives is important because it helps you and your team to have a shared vision and focus. However, you need to choose your objectives carefully, or else you may lose future efforts and even the results you have previously achieved.
A new report by Forbes suggests that companies should focus on three priorities when setting e-marketing objectives in 2024. These priorities are:
1. Restoring and Strengthening Relationship Networks
The business sector is still recovering from the social impacts caused by the pandemic. Companies and projects should focus on rebuilding and strengthening their networks and social relationships by holding physical and digital meetings, as well as organizing events, with customers, partners, or within the internal work environment.
2. Authenticity and Transparency
Authenticity has always been a priority in marketing objectives, but its importance is increasing today with consumers’ growing interest in the sincerity of promises made by brands through marketing content, and their transparency in sharing production and labor policies.
3. Responsible Use of Artificial Intelligence
There is no doubt that artificial intelligence will continue to dominate headlines in 2024 as well. Companies can leverage it to boost productivity by automating some marketing processes. However, it is essential to establish rules and regulations for the use of artificial intelligence tools within organizations to protect both the enterprises and consumers.
Read more: 5 Steps to Creating Successful Marketing Campaigns
4 Key E-Marketing Objectives and How to Measure Them
Not all e-marketing objectives are fixed, but some are fundamental for companies and startups, and their achievement indicates the successful progress of the business. Here are 4 key e-marketing objectives and how to measure their success to stay on the right track:
1. Boosting Organic Traffic
“Organic” or “Free” traffic refers to website visits that users arrive at through search engine results, and it is also unpaid.
To generate organic traffic from search engines, you need to publish articles and content of high quality and value on topics that receive high search volumes, known as SEO-compatible content.
Boosting website visits is just the tip of the iceberg when it comes to the benefits of SEO or search engine optimization. It’s a strategy capable of injecting activity into the entire marketing pathway.
SEO-friendly articles bring almost free and continuous traffic, and all you need to do is publish creative and high-quality articles instead of investing in expensive and short-term impact strategies.
Measuring the effectiveness of this strategy is very easy, as you can use free website analytics tools like Google Search Console to measure organic traffic.
2. Generating Leads
The more potential customers you have, the more revenue you generate. However, not every potential customer will convert into an actual customer, which is why you need to boost the number of potential customers as much as possible.
A “potential customer” can be defined as anyone who shows interest in a product or service by sharing their contact information (such as email) in exchange for value provided by the company (such as a newsletter or a free tool).
Often, potential customers are not ready to make a purchase immediately, especially when they lack sufficient information about your brand.
In a competitive market, your potential customers are likely to conduct research and compare you with your competitors before making a purchase.
Measuring the success of this marketing goal depends on the method you use to attract potential customers. For example, if you choose email newsletters, email marketing tools will provide you with the necessary statistics, such as the number of clicks on the message and the links within it.
3. Establishing Though Leadership
In marketing, thought leadership demonstrates that your brand has extensive expertise and creates a belief among your target audience that your services or products are the best because you provide authoritative content in your field of work.
As the market becomes more technologically advanced and oriented, the importance of thought leadership boosts. Thought leadership is formed by using various media to reach the audience and provide solutions to their problems, in addition to the brand’s achievements such as certifications, awards, and wide recognition.
Measuring your progress in thought leadership depends on the number of places where you share your ideas and content, such as publishing an article on a reputable website or participating in a video on specialized platforms or channels in your field of work.
4. Revenue Growth
There are several direct and indirect ways to boost revenue. One direct and effective method is to slightly boost prices, which can lead to significant returns if accompanied by marketing campaigns to attract potential customers.
You can also add new services or products related to what you offer, or promote complementary products that can be used alongside your products.
The easiest way to measure revenue is to track the number and value of sales transactions, accompanied by measuring recurring revenue from the same customer, revenue growth rate, and the value of each new customer.
4 Important Marketing Goals in 2024
With the arrival of 2024 come numerous opportunities and challenges arising from various factors, including shifts in consumer behavior, social media algorithms, search engines, and more. For marketing investments to succeed in 2024, companies should focus on the following marketing goals:
Enhancing the mobile user experience
With the proliferation of mobile devices everywhere, users now expect to have a seamless browsing experience on their smartphones. Moreover, Google’s search engine gives priority in ranking to websites that provide a smooth mobile user experience.
Therefore, in 2024, you should aim to ensure that your website offers an optimal mobile browsing experience. This includes improving page loading speed and ensuring that all tabs and features function smoothly in the mobile version of your site.
Enhancing Local Search Engine Optimization (SEO) Strategies
Improving local search engine optimization (SEO) is one of the crucial digital marketing objectives in 2024. This entails continually enhancing your company profile on Google My Business, integrating location-based keywords into website content, and encouraging customers to leave their reviews and feedback.
Also read: 4 Essential SEO Services Every Business Needs
Advancing Video Marketing
Video content dominated digital marketing in 2023, with digital video ad spending expected to reach $120 billion in 2024, according to Statistics.
The benefits of video marketing extend beyond boosted engagement and shares; it’s an excellent way to utilize storytelling in marketing your brand and raising awareness.
Among the e-marketing objectives in 2024, set goals to create compelling, high-quality video content, diversify between long and short-form videos, live streaming, and interactive content, and share them across various platforms.
Smart Investment in Paid Advertising
While enhancing organic or free reach is important, paid advertising (whether on platforms like Facebook, Google, or others) can provide significant support in achieving marketing goals quickly, but only if employed intelligently within a comprehensive marketing strategy.
All aspects of business today face unique economic challenges, and e-marketing strategies are no exception. Marketing budgets often tend to be the first to be cut to support the overall budget. However, 2023 has seen a rise in awareness of the necessity of continuity to achieve long-term digital marketing goals.
Have you defined your e-marketing goals for the new year, or are you still in the research phase? Let us assist you in defining and executing them! UFUQ Media and Digital Services is your trusted partner for all your branding, content creation, and digital service solutions. Contact us today!