Unrealistic Digital Marketing Goals: a Guide for 2022 – In this article I am discussing the problem of setting unrealistic digital marketing goals.
By reading you will learn what goals and objectives are, what unrealistic digital marketing goals are and how to deal with them.
This article is part of my series about analysing stress in digital marketing, which also includes:
Before discussing the topic of unrealistic digital marketing goals, let’s agree on a definition of goals and objectives.
The following is taken from my article ‘How to Create the Perfect SEO Strategy for 2022‘.
A goal is a generic result that people and organisations set to achieve in the future.
Some of the typical goals in Digital Marketing include:
Each goal is broken down into objectives.
An objective is a defined result that supports the main goal, typically to be reached within a given timeframe.
The ideal objective within a goal is SMART:
For example, if the main goal were to increase brand awareness, an objective could be increase website traffic by X by the end of Month Y.
When we talk about unrealistic goals, for example ‘increase revenue’ there is generally an unrealistic objective attached, like ‘increase sales from €10k to €1M within the next 6 months.
An unrealistic objective is when there is a significant disproportion between the starting point and the desired result in the future within a given timeframe.
In the example above, the unrealistic goal is not the desired result (€1M) but the significant disproportion from the starting point (€10k).
In my experience, an unrealistic goals is always the consequence of unrealistic client expectations.
The following are some of the most common and unrealistic digital marketing goals:
This list is just a sample one but you get the drill.
Below I am listing some thoughts based on experience on how to address unrealistic goals or objectives:
I hope you liked this article. Please let me know your feedback in the comments.