Defining Goals for Your Bank’s Mobile Marketing Campaigns

Marketing without goals is like doing target practice without a bullseye. So the very first step to launching a successful mobile marketing campaign is to set clear goals and, after that, lay out a strategy on how to accomplish each one of them. 

A goal is any action that you want an individual to take during the time your campaign is active. Not all goals need to be related to opening a new account or getting a new lead on a potential loan customer. They could be as simple as achieving a certain number of views to make your audience aware of your bank’s newest location or ATM.

However, all of your bank’s mobile marketing goals should have something in common: they should all be effective, clear, and properly framed. In other words, they should all be S.M.A.R.T.

In order to set effective and clear goals for your bank’s mobile marketing campaigns, use this checklist to determine if each objective has been framed properly:

  1. SPECIFIC: Your goal should clearly lay out what you want to accomplish, with exact quantities, times, and dates. A goal like “I want people to sign up” is not as effective as “By December 31st, we want 150 new customers to apply for the Cash Rewards Credit Card”. 
  2. MEASURABLE: Anyone looking at your campaign performance should be able to objectively and easily determine whether or not the goal was met. This goes hand-in-hand with the previous bullet point. Be specific with your quantities in order to measure if you have reached the goal or not. 
  3. ACHIEVABLE: Your goal needs to be realistic. You might have to push yourself a bit in order to accomplish a goal, but you don’t want to set yourself up for failure. For example, if your bank has 2 million customers, it may not be realistic to double its size in 6 months. 
  4. RELEVANT: The goal needs to help your business. It is as simple as that!
  5. TIME-BASED: If you forgot to be that specific while reviewing section 1, you have no excuse now. Specify the time by which the goal should be achieved. Set a date and time. 

Have you selected the right goals and made them S.M.A.R.T.?

By setting goals, not only will your marketing team have a clear direction and an objective to work towards, but you will also have the opportunity to critically evaluate your decisions and the strategies you implemented in order to accomplish them. 

 

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