Digital Marketing Terminology

Strategic Objectives

As a Digital Marketer, your first step too defining your company’s strategic objectives is determining user objectives and intent. Strategic objectives are created by:

Ø  Combining you company’s business and marketing goals

Ø  Taking your business goals and making them actionable objectives.

Marketing Objectives

Ø  Marketing objectives are objectives that consider both the customer goals and the goals of the company.

Ø  To create an actionable marketing plan with marketing objectives, he thinks about the "Why" of his visitors. What are his visitors' intents, and how do they align with his company's strategic objectives?

Digital Goals

Ø  In Sitecore, digital goals are specific activities that visitors can perform on your website.

Ø  You create goals to track and measure how visitors engage with the website and campaigns – both online and offline.

Some examples of goals:

Ø  Download a brochure

Ø  Register for an email newsletter

Ø  Visit a particular page

Ø  Sign up for an online demo

Ø  Informational goals – One-way transfer of information with low risk and low engagement value. Example: downloading a whitepaper.

Ø  Transactional goals – Two-way communication and transfer of data. Example: signing up for a newsletter.

Ø  Process goals – Completing multiple steps. Examples: downloading a whitepaper, subscribing to a newsletter, and requesting a call back from an agent.

Using Goals

Ø  You can also use goals to create personalization rules that are based on the goals that a visitor achieves during a visit. If a visitor has signed up for a newsletter, for example, you could create a personalization rule which then shows this visitor content instead of the newsletter sign-up item.

Goal facets

Ø  You can use goal facets to describe different aspects of a goal that you might want to track. These could be categories for your goals or descriptions that you can apply to multiple goals in order to better organize them.

Ø  You can use goal facets to create and implement personalization rules that show content to your contacts based on the type of goal that they have triggered. 

Engagement Value Points

Ø  You assign engagement value points to score specific contact actions and behaviors, such as achieving a goal or triggering a page event. These engagement value points reflect the business value and level of commitment that you associate with a particular contact action.

Engagement Value Scale   

Assigning values to your goals

Ø  While all goals are important, they’re not all of equal importance. For example, is the value of a newsletter signup the same as the value of a request for a call? The call request shows a level of eagerness to learn more about your organization and could convert a lead into a customer more quickly.

Ø  A customer means revenue — and more revenue is your business’ main strategic objective. Thus, in this case, the call request would rate higher on the value scale than the newsletter signup.