For
instance, it??™s one thing to say ???I want to increase overall revenue by $500,000 over the next
year.??? That??™s ambiguous. Revenue growth comprises countless factors: quality of the product
or service, length of time in market, capability of the sales force, and the effectiveness
of advertising. By contrast, an advertising-specific goal would be ???I want online sales to
increase by $500,000 over the next year, and I want at least 50 percent of that directly
driven by online advertising.???
When setting a target, it??™s critically important to be able to measure the effort??™s success. In
the first example, if the company??™s online advertising generated $300,000 in online revenue,
the campaign would have been regarded as a failure; in the second example, it
would have been an unquestionable success. Bottom line: the more specific the goals, the
better.
Brand and name exposure
Out of all the goals, this one is the hardest to define and measure with pinpoint accuracy.
For companies without a lot to offer on their own website, brand relevance is an important
feature of the competitive landscape, because that gain in mindshare eventually leads
to more business.
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