Campaign objectives ease your decision-making by guiding you to the specific features designed to work best for a particular goal. Think of them as guideposts that help you create your campaign more efficiently. Objectives are the first component of campaign strategy; they describe the intended result or outcome of an effort. Objectives are the target and the foundation for keeping track of your campaign’s progress. When planning your campaign, first define your goals; they’re what keep the campaign grounded.
Your objectives should be:

  1. Specific
    Objectives should be focused, clear, and unambiguous. Being distinct sets expectations on the same level and helps everyone get on the same page. Specific objectives are easier to measure, too.
  2. Measurable
    Goals that are measurable allow you to track and report progress; they help define success for your stakeholders. Also, measurable objectives let you know if efforts need to be adjusted to be more efficient.
  3. Attainable
    Goals that are realistic yet require a stretch or effort to reach them. The objective can’t be out of reach or below what is reasonably achievable. Setting attainable goals establishes a meaningful course for the campaign.
  4. Relevant
    Relevance means that objectives are aligned with your mission and cause. Campaign goals that don’t further your mission or cause become a distraction. Irrelevant objectives may even confuse the audience.

In Adobe campaign, campaign nature is equivalent to campaign goal and delivery nature is equivalent to delivery purpose. These objectives are data managed through enumerations so you can add new values to support your business needs. Either use this as it is or you can create your own field for objectives. This will be stored in your campaign and delivery data tables.


Amit Kumar

Results driven Adobe Certified Architect with extensive experience managing and implementing marketing Strategies to drive business growth. Enjoy optimizing the customer experience through the use of data, futuristic thinking + channel mixing – e.g., using creative combinations of traditional methods + shiny new toys like automation platforms.

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