What are the goals of marketing?

The goals of marketing include increasing brand awareness, generating leads, and becoming an authority in a specific industry. Here are some details on these goals and other goals associated with marketing efforts:

• Increasing brand awareness

Increasing brand awareness is always one of the top goals of marketing. This is done not only to increase sales of a specific product or service, but also to gain a foothold in the consciousness of a target consumer group. Meaning that when a concept or specific product or service is mentioned, consumers instantly think about a specific brand.

• Generating leads

Lead generation in digital marketing is the practice of targeting and attracting potential customers for a company's products or services. In digital marketing, lead generation is accomplished online, by utilizing a variety of digital channels and methods to gain the interest of potential customers for a company's offerings.

There are several different forms of lead generation in digital marketing. Here are some common types:

• Landing pages. A landing page is a page on a website that is specifically used to get information from the visitors of the site in exchange for an offer or piece of content on the site.

• Webinars. Webinars are pre-recorded or live presentations that are given online.

• Content marketing. Content marketing is the practice of generating and curating content for the purpose of sharing it with potential customers.

• Paid online advertising. Paid online advertising is used to reach potential customers and then direct them to a digital asset, such as a landing page..

• Social media marketing. Social media marketing seeks to alert and engage potential customers and direct them toward a specific digital asset, where their information can be obtained for lead generation.

Generating leads is always a goal of marketing because it increases the number of potential consumers to market products and services to.

• Becoming an authority in a specific industry

This goal marketing involves a company becoming a trusted and widely-recognized force in a specific industry. Organizations seek to become thought leaders in their respective industries. This means more consumers will come to the organization for its knowledge, advice, or specific products or services.

• Increasing consumer value

Consumer value represents the value of a customer's place on a specific offering from a company. When consumers believe that a company is providing an exceptionally valuable service or product, they are much more likely to:

• Become return customers

• Become loyal customers that only get the service or product from one organization

• Refer other potential customers to the organization

Marketing comes into play in this area through exceptional customer service and consumer outreach in the forms of things like newsletters, informative advertisements, and educational materials.

• Enhancing SEO