Social Enterprise Marketing Campaigns Part 3
So far, we’ve covered goals, as well as results and measurement. Now we’ll move on to the desired outcomes of your marketing campaign.
Outcomes differ from results in their scale. If you were thinking about a marketing campaign like a bike trip to grandma’s house, the goal would be the destination. The results and measurement is the total distance travelled. The outcomes would be every 100 meters, or each block you bike.
Outcomes are small.
If we thought of results as a full scientific peer reviewed study, then outcomes are individual pieces of data, or an anecdote. You can’t get results without outcomes, but you can’t call a single outcome a trend.Read More