Campaign objectives are a key component of a marketing campaign strategy because it defines the overall goals and what the campaign should specifically accomplish. By asking questions like, will it promote the company or organization’s brand, will it build awareness for a product or service, or will it help generate or increase sales leads, you establish a method for tracking, measuring, and reporting results. This page contains research about creating attainable marketing objectives and meeting organization goals through effective marketing strategies.

Campaign Objective Research

Date Title Publicationsort descending Objectives Pay/Free
7/2017 Unraveling the Hype: AI Marketing Readiness in Retail & E-Commerce Emarsys Free
9/2016 Our Brain on Email: 11 Designs People Can’t Resist Emma Free
6/2016 2016 Trends in Personalization Evergage Free
12/2015 Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain Forbes CMO Practice Free
11/2017 Retail CX: A Five-Step Model for Excellence Foresee Free
7/2011 The Five Ways Interactive Marketers Should Use Social Data Forrester $
12/2011 Five Easy Improvements For B2B Financial Services Interactive Marketers Forrester $
12/2011 Twitter: The Public Forum For Your Brand Forrester $
5/2014 Media Buying’s Evolution Challenges Forrester Free
1/2012 Better Triggers, More Relevance Forrester $
5/2012 Listening Metrics That Matter Forrester $
8/2016 Use Programmatic Media To Boost Branding Forrester $
8/2017 How to advertise to consumers who hate ads Forrester Free
9/2018 Forrester Analytics: Video Advertising Forecast, 2018 To 2023 (US) Forrester $
6/2016 The Strategic Role Of Identity Resolution Forrester Free
5/2016 The Forrester Wave™: Cross-Channel Campaign Forrester $
8/2016 Embrace The New Marketing Performance Measurement Standard Forrester Free
2/2015 Elevate Your Approach To Cross-Channel Campaign Measurement Forrester $
11/2014 Advance Campaign Automation With Personalization And Real-Time Context Forrester $
12/2018 ASOS Uses Machine Learning To Understand Customer Value (For the technically inclined, a full description is in the paper below) Forrester Free
10/2016 Continually Optimize Experiences To Differentiate And Compete For Customers Forrester Free
5/2013 Move Beyond Campaigns To Tap Hidden Customer Potential Forrester $
7/2011 How Listening Informs Campaign Management Forrester $
7/2014 Take Lead-To-Revenue Management Beyond The Campaign Forrester $
2/2011 Can't Pay, Won't Pay: Why Paid Digital Content Isn't Working Forrester $