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    SMART method campaign goals

    On the threshold of a new year, goal setting becomes an inspiring ritual, opening up the possibility of positive change, not only in one’s personal life, but also in one’s professional life. Setting specific goals allows us to focus on the aspirations and plans we would like to realize. It is also a moment to reflect on the achievements of the previous year and a chance to mature what went wrong and what needs to be improved. By setting goals for the new year, we build a bridge between the present and the future, directing our efforts toward the realization and fulfillment of personal ambitions. How to get into all this and not go crazy?…there is a simple recipe for that.

    Method SMART…ER

    The SMART method is an effective tool, and at the same time it is a simple recipe that helps formulate goals in a clear, measurable, realistic way and with a specific deadline, which in turn promotes the effectiveness of actions and the achievement of desired results. With the SMART method, one can not only set goals, but additionally develop an action plan to help achieve them. SMART is not only a theoretical tool, but also an effective approach to managing goals in practice. Using it, organizations can more effectively define, monitor and achieve goals, resulting in increased efficiency and success.

    What exactly does the aforementioned method cover? SMART is an acronym for:

    • Specific
    • Measurable
    • Achievable
    • Realistic
    • Time-bound

    The SMART method is flexible and adaptable to different contexts. Whether applied to project planning, marketing campaigns or personal development, its principles remain universal. However, to further adapt the methodology to today’s challenges, it can be expanded to include two additional elements: Exciting and Recorded. How to work out the steps of goal setting one by one?

    Specific, or specific target

    The first letter in the SMART methodology is “S” Specific, which means concrete. This requirement means that the goal should be clearly formulated, precise and unambiguous. It should not allow for different interpretations. For example, instead of formulating a general goal “increase sales”, a SMART goal will focus on a specific KPI A specific goal set might be “increase ROAS, an indicator to evaluate the effectiveness of advertising campaigns for product X by 8% over the next quarter”. By setting specific goals, the person responsible for achieving them has a clear picture of what is to be achieved. This also makes it easier to monitor progress and evaluate the results later.

    Measurable, or measurable goal

    “M” in the SMART method refers to measurability. The goal must be formulated so that it is easy to determine whether it has been achieved. Measurability makes it possible to collect data and accurately assess progress. In the case of a goal to increase sales, measurable criteria might include the number of units sold, net sales value or market share. Measurability is crucial not only for evaluating success, but also for motivating the team to act, as it provides concrete feedback on progress.

    In marketing campaigns, it is particularly easy to collect and interpret data, thanks to tools such as Google Analytics 4 In Google Analytics, you can track key metrics such as the number of visits, time spent on the site or traffic sources, allowing you to better understand the effectiveness of your marketing campaigns. The platform also allows you to customize reports, track conversions and effectively monitor site performance to help you make informed business decisions.

    Achievable, or attainable goal

    A goal must be attainable, meaning realistic and achievable in the given context. When setting goals, it is important to take into account the availability of resources, the skills of the team and other factors including external ones that may affect their achievement. Unrealistic goals can lead to frustration and lack of motivation. If a company does not have enough product in stock, achieving a 20% increase in sales may be unrealistic. Achievability is key to keeping the team engaged and ensuring that goals are challenging yet attainable. An important aspect when setting a goal is also to check the market opportunity and analyze the competition

    Market and competitive analysis is a key process in business strategy that allows companies to understand the environment in which they operate. Market research involves gathering information about customer needs, market trends and potential growth areas. This will help answer the question of whether the set target will be achievable in a given market among my target audience?

    Realistic, or realistic target

    The letter “R” refers to realistic. The goal should be related to the overall objective of the organization or project. Whether we are in a company, school or on a personal level, goals should be consistent with the long-term vision and mission. In a business context, a goal to increase sales of product X may be realistic if it is consistent with the company’s overall growth strategy. However, a goal to increase sales of product Y that does not fit with the company’s main goals may be less appropriate. Any goal should be consistent with the organization’s vision and mission, as these form the foundation and strategic basis for all activities. Through long-term activities, a relationship of trust is built with the customer. A goal that deviates from the vision and mission of the brand, will also not correlate with RTB, which in these times full of hype and high competitiveness is an element that builds competitive advantage.

    Time-bound, or time-bound target

    The last letter in the SMART method is “T”, meaning time-bound. Every goal should have a clearly defined deadline for completion. Setting a specific time motivates action and helps monitor progress. For example, a goal to increase sales of product X by 20% over the next quarter specifies the exact time when this goal is expected to be achieved. When working with a client, agreeing on a campaign date is a key step in effectively planning marketing activities. Jointly setting a campaign date allows you to synchronize activities and coordinate the efforts of both parties. Creating a schedule of activities will make it easier to check on the fulfillment of commitments.

    Exciting, or exciting target

    The first extra letter “E”  can be translated as that the goal set is to be exciting and stimulating to action. This may seem like a big exaggeration, but the goal should not just be to get to a set indicator level, but in the process it will continually motivate the individual or team to action. An individual or team works with greater commitment when presented with an interesting task, as this stimulates creativity and passion. An interesting task provides a motivating challenge that makes employees feel more involved in the process of solving problems and achieving goals. In addition, interesting tasks can build a positive team atmosphere conducive to cooperation and effective project implementation.

    Recorded, or saved-goal

    The last “R” as recorded. Writing down goals has many benefits and plays a key role in the process of achieving success, both on a personal and professional level. Why writing down goals is important is easy to guess, nothing binds  like a written commitment that confirms our intentions. Writing down goals transforms abstract thoughts or ideas into concrete plans of action. When we write down goals, they become clearer and more precise, making it easier to achieve them. And in addition, having something written in black and white makes it easier for us to focus our attention on it avoiding distractions and wasted time.

    Why setting a goal is so important

    Everyone is short of time these days, and interestingly goal setting is a key element in effectively managing time, resources and achieving success, both on a personal and professional level. Goals act as guidelines, directional indicators that help focus on important aspects. Thus, well-set goals, using the SMARTER method or any other method, save time and avoid unnecessary mistakes. In conclusion, goal-setting is key to effectively managing your life, striving for success and continuous development. Goals provide a foundation on which to build plans, actions and aspirations, creating a pathway to achieve desired results.

    New Year’s resolutions provide an inspiring way for self-development, mobilizing us to take concrete action and strive to achieve our goals. So there’s no better time than the beginning of a new year to start planning your goals with the SMARTER method for 2024.

    There is no better time than the beginning of a new year to start planning your goals with the SMARTER method for 2024.

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    Daria Wawrzyniak
    Daria Wawrzyniak