Short-term and long-term goals are essential components of any brand’s marketing efforts.
Short-term goals are mini milestones that are set to be accomplished in the near future – today, tomorrow, next week, next month. Defining short-term key performance indicators (KPIs) provides a quick window into what works and what does not, giving your brand the ability to pivot or scale up/down on certain efforts (e.g. digital ad campaigns) in real time.
Long-term goals, on the other hand, extend over a lengthier and defined period of time, painting the bigger picture of your business strategy. These might include increasing sales X% in the next 12 months, launching into X number of new retailers in the next two years, engaging a new target audience of shoppers, etc.
Short-term marketing goals will always be a necessary part of your brand’s marketing strategy. They serve as recurrent indicators of whether you are on the right track to reach your next milestone, and can be easy (and exciting) to put more resources toward when things are trending positively.
What’s important to remember, however, is that micro KPIs must impact macro goals in order to scale your brand. By prioritizing quick-wins and losing sight of your long-term strategy, short-term success will be short-lived.
Are your marketing efforts fighting fires or planting forests?
Traditional CPG brands used to be left in the dark when it came to running efficient performance marketing tactics. Unlike direct-to-consumer brands that could access full-funnel data instantly, CPGs selling at retail lacked the ecommerce sales data to understand which creative, copy, products, and audiences drove the most in-store purchases. Unsurprisingly, this made creating a marketing strategy that relied on short-term KPIs to fuel long-term goals…difficult.
Fortunately, retail ecommerce platforms–like Pear–now give omnichannel CPGs the infrastructure, closed-loop data, and seeds needed to plant a flourishing hybrid marketing strategy.
Looking to unlock performance marketing through retail ecommerce for your brand? Get in touch with Pear to schedule a demo →
Five years ago, retail ecommerce didn’t exist. Today, supporting the channel is table stakes for consumer packaged goods brands.
This playbook is designed to guide CPG brands from the stages of awareness to purchase at retail. Whether you’re interested in retail ecommerce as a new channel opportunity or looking to level up existing efforts, The Retail Ecommerce Playbook covers tools, tips, and examples to help your brand succeed.