Marketing objectives are often formulated too vaguely and non-committally as wishes or intentions. To successfully set objectives, it is important to make them SMART as much as possible. SMART stands for:
- Specifically:
- Describe the goal clearly and concretely. Think about: what do we want to achieve, who are involved, where are we going to do it?
- Measurable:
- What outcome do you want to achieve with the goal? How can we measure whether we are successful
- Acceptabel:
- Is the goal acceptable and achievable? Everyone should be able to accept the goal and feel that pursuing it is possible.
- Realistic:
- Is the objective challenging but also achievable? It should be clear why the objective is realistic.
- Time-bound:
- When should the goal be achieved? Set a clear deadline.