"What the caterpillar calls the end, the rest of the world calls a butterfly." Lao Tzu
Smart to smarter Marketing Objectives
When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes.
One of the main reasons that we called our site and service SMART Insights is because we wanted to help marketers succeed through using a more structured approach to planning to give more realistic targets they could be more confident of achieving. Using SMART objectives and then measuring them through properly customised analytics reports is a big part of how we hope to help too.
How can SMART objectives help set realistic targets?
When setting future objectives for marketing such as in a marketing plan it’s useful to look hard at each measure and ask “is it essential?”. The SMART mnemonic helps as a test or filter which you can use to assess the quality of measures. My personal definition of SMART is:
Specific – Can the detail in the information sufficient to pinpoint problems or opportunities? Is the objective sufficiently detailed to measure real-world problems and opportunities?
Measurable – Can a quantitative or qualitative attribute be applied to create a metric?
Actionable – Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!
Relevant – Can the information be applied to the specific problem faced by the marketer?
Time-bound – Can objectives be set for different time periods as targets to review against?
Of course different people interpret define SMART differently and you can refer to the Wikipedia definition of SMART marketing objectives.