8.2
Objectifs de communication
Les objectifs de communication sont des objectifs stratégiques cruciaux en marketing, servant de base aux activités promotionnelles.
Des objectifs de c…
Les objectifs de communication marketing font référence aux objectifs stratégiques qui guident les activités promotionnelles.
Ils préparent le terrain pour les stratégies de messagerie, la sélection de contenu et de médias, et les jalons promotionnels.
Les objectifs peuvent être axés sur les ventes, par exemple, la croissance des revenus, des bénéfices ou des parts de marché.
Il peut aussi s’agir d’objectifs non commerciaux, comme l’augmentation de la notoriété et de l’engagement de la marque ou l’influence des attitudes des consommateurs.
Les objectifs devraient être formulés à l’aide du cadre SMART.
SMART est l’abréviation de Spécifique, Mesurable, Atteignable, Pertinent et Limité dans le temps.
Considérons cet objectif : « Augmenter les ventes de nouvelles voitures électriques de six pour cent par rapport aux ventes de l'année dernière parmi les milléniaux au cours de l'année à venir. »
L’objectif est spécifique et mesurable car il vise à augmenter les ventes de six pour cent chez les milléniaux.
La popularité croissante des voitures électriques rend l’objectif de vente réalisable.
Et l’augmentation prévue des ventes est pertinente pour que l’entreprise prenne pied sur le marché.
Il est également limité dans le temps, car l’objectif doit être atteint au cours de l’année prochaine.
Un objectif de communication marketing bien conçu aide les entreprises à surveiller et à mesurer leurs objectifs.
View the full transcript and gain access to JoVE Business videos
Q1: What are marketing communication objectives and why do they matter?
Marketing communication objectives are strategic goals that guide promotional activities and shape messaging strategies, content, and media selection. They help businesses monitor and measure their goals while ensuring each communication serves a specific purpose. Clear objectives enhance the overall impact and efficiency of marketing efforts by aligning with brand positioning and supporting the company's identity and values.
Q2: What does the SMART framework mean for setting communication objectives?
SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. A well-formulated objective must clearly define what you want to accomplish, quantify the expected outcome, ensure it's realistic given market conditions, align with company goals, and establish a deadline. For example, increasing electric car sales by six percent among millennials within one year meets all SMART criteria.
Q3: How do communication objectives differ between sales and nonsales goals?
Sales objectives focus on revenue, profit, or market share growth. Nonsales objectives target brand awareness, customer engagement, or attitude change. Both types guide promotional strategy, but sales objectives measure direct purchase behavior while nonsales objectives track perception and brand strength. Effective campaigns often combine both to build long-term customer relationships and immediate revenue.
Q4: Why is understanding the target audience important for communication objectives?
Understanding target audience preferences, demographics, behavior patterns, and interests enables marketers to create tailored and effective communication objectives. This knowledge helps align messages with customer needs at each stage of the customer journey, ensuring promotional activities resonate with potential and existing customers. Audience insights drive more precise media selection and messaging strategy.
Q5: How do communication objectives guide the customer journey?
Communication objectives should be tailored to different stages of the customer journey, resulting in distinct messages and channels for potential and existing customers. Early-stage objectives might focus on brand awareness, while later stages emphasize product information or purchase encouragement. This strategic alignment ensures each communication touchpoint supports the customer's progression toward conversion.
Q6: What role do communication objectives play in integrated marketing communication?
Communication objectives form the foundation for integrated marketing communication by ensuring all promotional channels and tactics work cohesively toward shared goals. They dictate content, media selection, and timing across advertising, direct marketing, public relations, and sales promotion. Aligned objectives create consistent messaging that amplifies brand impact and achieves desired results across all customer touchpoints.
Q7: What types of outcomes can communication objectives target?
Communication objectives can range from increasing brand awareness and providing product information to creating positive perceptions or encouraging direct actions like purchases. Objectives may also focus on customer engagement, attitude influence, or market positioning. The specific outcome depends on business priorities and where customers are in their decision-making process.