Title: Establish goals and objectives for a website.
Course: Digital and Social Media Marketing (12162) > Section: Exploring Strategy as it Relates to Promotions and Advertising

Establishing goals and objectives involves selecting the major characteristics and purposes desired that meet the following criteria:

- Appeal to the target audience
- Elicit a measurable response from the target audience
- Be informative and/or promotional in nature
- Be easy for visitors to navigate and use
- Be secure in the transmission and storage of data

Process/Skill Questions:

- What is the difference between a goal and an objective for a website?
- How does one write SMART (i.e., specific, measurable, attainable, relevant, and timely) goals and objectives for a website? What are examples of these?
- How does a business determine if their goals and objectives were met?
- What objectives would a business need to set to ensure the security of data on their website?
- How would a business measure the effectiveness of the ease of use and navigation of the website?