In this exercise, you will read through the example goals below and decide if they are business goals or marketing goals. Then you will explain your reasoning

 1.
Question 1
In this exercise, you will read through the example goals below and decide if they are business goals or marketing goals. Then you will explain your reasoning.

As a marketing and e-commerce professional, it is important to understand the difference between business goals and marketing goals. To recap: Business goals are desired aims, achievements, or outcomes for a business. They are typically big, long-term, and have the potential to affect an entire company. Marketing goals tend to be smaller, more targeted, and related to marketing activities. They are specific objectives in a marketing plan or strategy that should support a business's larger aims.

If you want a refresher on these concepts before you get started, refer to the video on Defining your marketing goals.

Are you ready?

1 / 1 point

I’m ready!

Correct
Great! Compare your answers to the feedback provided below.

2.
Question 2
Consider the following goal made by a software company:

“Grow our number of active customers by 15% over the next year by adding three frequently-requested features to our software.”

Is this a business goal or marketing goal? Explain your reasoning in 2–3 sentences.

1 / 1 point
It is a business goal to get 15% more customers from previous year. By adding frequently-requested features to our software, we help meet the needs of our existing and new customers.
Correct
Thank you for your response. This goal is a business goal because it is focused on desired aims, achievements, or outcomes for a business. Business goals typically include things like: increasing profits, gaining new customers, improving customer service, raising productivity, or launching new products or services.

3.
Question 3
Consider the following goal made by a software company:

“Increase our lead generation by 35% in the next year by running upper-funnel ads that highlight our new features and increase our mid-funnel budget by 20%.”

Is this a business goal or marketing goal? Explain your reasoning in 2-3 sentences.

1 / 1 point
35% of lead generation in the next year is our business goal & 20% increase in the mid-funnel budget marketing goal. With the increase in marketing budget, we highlight our new features and increase our mid-funnel budget. In this way, we get more clients from our funnel ads.
Correct
Thank you for your response. This goal is a marketing goal because it is focused on specific objectives in a marketing plan or strategy that should support a business's larger aims. Marketing goals typically include things like: raising brand awareness, increasing web traffic, generating new leads, and driving sales or conversions.

4.
Question 4
Consider the following goal made by a software company:

“Increase our website traffic by 30% this year by using paid search and social media advertising.”

Is this a business goal or marketing goal? Explain your reasoning in 2–3 sentences.

1 / 1 point
30% enhanced our website traffic this year. It's a marketing goal of our business. To achieve this goal, we will use paid search and social media advertising. In this question, the marketing goal is not clear. As a digital marketer, we will only use paid search and social media advertising.
Correct
Thank you for your response. This goal is a marketing goal because it is focused on specific objectives in a marketing plan or strategy that should support a business's larger aims. Marketing goals typically include things like: raising brand awareness, increasing web traffic, generating new leads, and driving sales or conversions.