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The objective defines clear goals and milestones that a company wants to achieve in order to measure and evaluate the success of its marketing activities. Objectives can cover various aspects, such as sales growth, brand awareness, customer loyalty, lead generation or conversion rates. They should be specific, measurable, achievable, relevant and time-bound (SMART goals) in order to be effective. By setting clear goals, companies can align their marketing strategies, track progress and use their resources more efficiently to achieve long-term success.


Frank Wache
Partner, Brand Strategist

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