Step 1. Goal setting and tracking for interactive marketing communications

Introduction

Before launching any interactive marketing campaign, it's crucial to define clear goals and establish a system for tracking progress. This ensures that your efforts are aligned with your overall marketing objectives and that you can measure the success of your campaign.

Goal Setting

1. Define SMART Goals:

• Specific: Clearly define what you want to achieve.
• Measurable: Establish quantifiable metrics to track progress.
• Attainable: Set realistic goals that are achievable within your resources.
• Relevant: Ensure your goals align with your overall marketing strategy.
• Time-bound: Set a deadline for achieving your goals.

Examples of SMART Goals:

• Increase website traffic by 20% within the next quarter through interactive content.
• Generate 500 qualified leads through an interactive quiz in one month.
• Boost social media engagement (likes, shares, comments) by 30% within a specific campaign period.
• Increase online sales of a specific product by 15% through interactive product demonstrations.
• Improve customer satisfaction scores by 10% through interactive customer feedback mechanisms.

2. Align Goals with Business Objectives:

• Ensure your interactive marketing goals support your broader business objectives, such as increasing brand awareness, driving sales, or improving customer loyalty.
• Consider the entire marketing funnel, from awareness to conversion, when setting your goals.

3. Identify Key Performance Indicators (KPIs):

• Determine the specific metrics that will indicate your campaign's success.
• KPIs should be directly related to your goals and measurable.

Examples of KPIs:

• Website traffic: Unique visitors, page views, bounce rate.
• Engagement: Likes, shares, comments, time spent on page, click-through rates.
• Lead generation: Number of leads, conversion rates.
• Sales: Revenue, conversion rates, average order value.
• Customer satisfaction: Net Promoter Score (NPS), customer feedback scores.

Tracking

1. Implement Analytics Tools:

• Use tools like Google Analytics, social media analytics platforms, and CRM systems to track your KPIs.
• Ensure proper setup and configuration of your analytics tools to collect accurate data.

2. Establish a Tracking System:

• Create a system for regularly monitoring and reporting on your KPIs.
• Use dashboards and reports to visualize your data and track progress.

3. Analyze and Optimize:

• Regularly analyze your data to identify trends and insights.
• Use your findings to optimize your campaign and improve performance.
• A/B testing of interactive elements and content is highly recommended.

4. Real-time Monitoring:

• Where possible, monitor campaigns in real time, especially those that are time sensitive, such as live Q&A, or flash sales.

Key Points to Remember:

• Goal setting is the foundation of a successful interactive marketing campaign.
• Tracking and analysis are essential for measuring progress and optimizing performance.
• Use data-driven insights to make informed decisions and improve your campaign's ROI.
• Use KPI's that are relevant to the interactive nature of your campaign.
• Interactive marketing allows for rapid adjustments based on real time feedback, take advantage of that.