Success Factors in Online Marketing #1 – Defining Goals and Target Groups

Trends in online marketing usually have a short lifetime. What we all talk about today is yesterday’s news tomorrow. As a marketing expert, you can quickly get scared of missing out on the latest trends. In practice, however, growth hacking, real time content marketing and marketing automation are on everyone’s lips, but very few digital marketing divisions have sufficient human or financial resources to seriously and sustainably tackle these issues. Therefore, this series is dealing with the basics of online marketing and shows how to fully exploit the potential of one’s own activities even with limited manpower and limited budgets and how to conduct professional, efficient and ultimately successful online marketing. The first part of this series deals with the planning phase and goal definition of digital projects. More precisely with the definition of goals and target groups.

Precisely Defined and Realistic Goals With Clear Target Group Definition

In the planning phase of online marketing activities it is particularly important to set clear, realistic and above all measurable goals. Too vague or unrealistic targets quickly lead to bad investments. If, for example, a SEA campaign is initiated without being aware of exactly what is to be achieved in advance, the campaigns often lack the necessary penetration power, which in turn leads to high stray losses. It is therefore essential to formulate one’s own goals as specifically as possible (e.g. with the SMART method) and to draw an exact picture of the target group, its user behaviour and information needs.

Only a precise and specific definition of target groups and goals can form the groundwork for strategy development and ultimately for effective and efficient online marketing measures. According to a study by diefirma, only 31% of German B2B companies have a digital strategy. However, this is crucial for the selection and interaction of suitable channels and measures in order to avoid bad investments and to achieve (company) goals.

Read in the next article why it often makes sense to manage only a few, harmonized channels rather than the entire bandwidth of digital channels.

Questions for Goal Definition


  • Who do I want to address and what characterizes these individuals?
  • What are my short-term and long-term goals?
  • Do I reach my target group online and, if so, in what environment?
  • Is the main goal to increase the traffic on my site or is the first priority to improve the conversion rate?
  • Is Google only playing a role in the purchase decision phase or already in the phase of first perception (awareness)?

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