Understanding Communication Objectives: Turn your Goals into Outcomes
What Are Communication Objectives?
In the world of marketing, well-crafted Communication Objectives are essential for successful goal setting but often get overlooked or misunderstood. Today, we're diving deep into what C.O.'s are, why they matter, and how to use them effectively in your creative strategy.
November 2024 - Paige Leishman - 5 min read
Smart Communication Objectives
Although in form Communication and Marketing Objectives are similar, they focus on different areas. Communicative Objectives (C.O.’s) focus on outcomes that can be directly affected by communication whereas Marketing Objectives (M.O.’s) focus on the Marketing Mix. Like M.O.'s, C.O.'s should be SMART:
Specific: detailed and explicit
Measurable: numerical target
Achievable: realistically attainable within timeframe
Realistic: credible to stakeholders
Time-bound: with a specific date
The Communication Hierarchy of Effects
To understand C.O.'s better, let's look at the inverted Communication Hierarchy of Effects model. This model shows the progression consumers make from not knowing about a product to eventually purchasing it:
Awareness
Knowledge
Liking
Preference
Trial
Purchase
It's important to note that communications alone cannot cause a purchase. Instead, they influence various areas of consumer perception, guiding them through this hierarchy.
Implementing Communication Objectives in Your Strategy
Assess Your Product's Product Life Cycle Stage: Determine where your product stands in its lifecycle.
Choose Appropriate Objectives: Select C.O.'s that align with your product's current stage.
Set Measurable Targets: Ensure your objectives have clear, numerical goals.
Establish Timelines: Set specific dates for achieving your objectives.
Align Creative Efforts: Use your C.O.'s to guide your creative team's efforts.
Monitor and Adjust: Regularly assess progress towards your C.O.'s and adjust your strategy as needed.
Types of Communication Objectives
The selection of C.O.'s depends on the Product Life Cycle stage, with early objectives focusing on awareness and later ones on preference or trial. For example, a C.O. might aim to "Increase Knowledge of a product/service within the Target Market from 0% to 40% by August 16th, 2025." By establishing clear C.O.'s, marketers can ensure their efforts aligned with their product/service’s lifecycle, ultimately guiding consumers through the decision-making process.
By incorporating well-defined Communication Objectives into your creative strategy, you can ensure your marketing efforts are focused, measurable, and aligned with your product’s current needs. Remember, effective communication isn't about making sales directly. It's about guiding consumers through the various stages that ultimately lead to purchase decisions.
