A goal is a final wish or aspiration. Goals are carefully planned. In Juliana’s case, she set a goal and it should be achieved after four years of study.

In other words, a goal is a long-term aspiration. Logically, the time to reach a certain goal is variable, each case is a case.

What is an objective?

An objective can be defined as an end, something that you want to achieve in a small space of time. They can be understood as fundamental steps to reach a general objective.

In this way, they must be consistent with the goal set. Normally, the objectives are designed to achieve them in the short or medium term.

What is the difference between goal and objective?

For example, for a company to reach the goal of investing in the development of a new product, it needs to increase sales of existing products, secure a loan at the bank, and convince partners – three objectives to reach a goal.

It is clear that, when speaking of goal and objective, we are referring to words with different meanings. While the objective is measurable, specific, short to medium term, and can be understood as a stage, the goal is the greater end, it is the reason why the objectives are determined.

How are goals and objectives applied in a Digital Marketing strategy?

The goals and objectives must be present in the projects, once they guide all the team’s work. This is no different when we talk about Digital Marketing, including creating content for a certain buyer persona.

When developing your business marketing plan, it is important to consider setting some goals. These will help to guarantee a better performance of your business. Some examples of goals related to web marketing are:

  • create authority in the market;
  • generate more business opportunities;
  • increase the brand’s market share.

It is perceptible that the way they are established is the same as any other goal. They are abstract, difficult to measure, and unclear. To achieve them, you have to create goals.

Determining achievable goals, apart from being a necessity to reach the goal, is essential for motivation. For example, aiming for online sales to grow 20% in the short term is a very important step for the company to reach the goal of increasing its market share.


Establishing goals and objectives in a marketing strategy is essential for the company to remain active in the market and grow in its sector.

Investing in Digital Marketing and in projects that optimize results on the web – such as Content Marketing – potentiates the probability of success in the market, since it allows the brand to reach the audience more efficiently.

We hope that these explanations have fulfilled your expectations. We leave here, another especially important article so that you better understand the need to determine objectives in a company.



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