Why will you communicate with your audience?
What does your organization want to achieve?
Most everything is quantifiable on the business side of the house; therefore, goals are usually discussed with the SMART acronym. This isn't always so with communication. Corporations like Coca-Cola know that some initiatives for branding or awareness can be challenging to measure, but that does
What does your organization want to achieve?
Most everything is quantifiable on the business side of the house; therefore, goals are usually discussed with the SMART acronym. This isn't always so with communication. Corporations like Coca-Cola know that some initiatives for branding or awareness can be challenging to measure, but that doesn't stop them from acknowledging their importance for the brand.
Vagary uses the GOST acronym (Goals, Objectives, Strategies, Tactics) to discuss business and marketing communication (Marcom) activities—from abstract to specific. Like the examples below, conceptual goals can be challenging to quantify sometimes.
Terms like Goals, Objectives, Strategies, and Tactics are sometimes used differently between organizations and schools of thought. This is partly due to the diversity of business types and sizes. Large corporations like BMW can afford to have a team explicitly devoted to operations, marketing, advertising, public relations, web integrations, and more. But for most businesses, special departments aren't an option; employees wear many hats.
Whatever your situation, providing your organization with routine guidance that stems from the overarching business goals will give concerted direction to the work performed at every level. Large corporations will likely have rigid differences between business and marketing communication goals. But there may be no distinction between the two types of goals (or even objectives) with small companies. Regardless, we create quantifiable objectives from conceptual goals for marketing communication.
How will your organization achieve its goals?
Objectives need to support the organization's business or marketing communication goals. They are quantifiable, usually owned by senior team members. Vagary advises using the familiar SMART acronym when setting, discussing objectives.
Objectives should be SMART.
Specific: Targets are clearly def
How will your organization achieve its goals?
Objectives need to support the organization's business or marketing communication goals. They are quantifiable, usually owned by senior team members. Vagary advises using the familiar SMART acronym when setting, discussing objectives.
Objectives should be SMART.
Specific: Targets are clearly defined for everyone.
Measurable: Key Performance Indicators (KPIs) set.
Achievable: Realistic given your resources.
Relevant: Support conceptual goals
Time-bound: Have a beginning and an end.
Here are a few examples:
In marketing communication, objectives are generally achieved by utilizing multiple strategies, media channels. In other words, your media mix is leveraged to reach your quantifiable communication objectives.
Since objectives are time-bound, they tend to be for shorter measurement periods than overarching goals.
The following is a list of common media communication strategies often used as part of a media mix:
Which media channels will your organization optimize to pursue its objectives?
As you can see, there is no end to the number of media mix combinations. Yours will depend on your unique business situation, goals, resources, and objectives.
The media mix examples illustrate how modern platforms have redefined the traditional roles of markete
Which media channels will your organization optimize to pursue its objectives?
As you can see, there is no end to the number of media mix combinations. Yours will depend on your unique business situation, goals, resources, and objectives.
The media mix examples illustrate how modern platforms have redefined the traditional roles of marketers, publicists, advertisers, salespeople, merchandisers, or otherwise. The days of these siloed activities are gone, but the types of goals and objectives this personnel pursued are not.
Vagary will help you to draft a Communication Plan that identifies your optimum Media Mix and outlines each channel's quantifiable targets, key audiences, style considerations, budgets, owners, timelines, seasonal efforts, reporting requirements, and more.
Overall, a formal declaration of goals and a Communication Plan are essential with modern media platforms. Your organizational objectives may change from quarter to quarter, but your tactical team will become inefficient over time without some long-term goals in place.
Vagary will help you set quantifiable Marcom objectives for your overall goals. If you haven't formally declared the latter, we will help you target something suitable for your industry, situation, and resources. Let's work together to draft your Communication Plan.
Manage by objectives.
Consider all your audiences.
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