{"id":11519,"date":"2021-10-05T10:03:02","date_gmt":"2021-10-05T08:03:02","guid":{"rendered":"https:\/\/schibstedforbusiness.com\/no\/?p=11519"},"modified":"2021-10-21T14:16:45","modified_gmt":"2021-10-21T12:16:45","slug":"maalsetting","status":"publish","type":"post","link":"https:\/\/schibstedforbusiness.com\/no\/maalsetting\/","title":{"rendered":"Setter du riktig m\u00e5l for markedsf\u00f8ringen din?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">De fleste er enige om at m\u00e5lsetting er viktig for sin virksomhet, men er du trygg p\u00e5 at du setter riktige m\u00e5l for virksomheten? Setter du feile m\u00e5l kan det ende med riktig svar p\u00e5 feil sp\u00f8rsm\u00e5l. Men riktig m\u00e5lsetting sikrer at du flytter deg i riktig retning fra dagens situasjon til \u00f8nsket situasjon og er en rettesnor for hele organisasjonen. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Hvordan sette riktige m\u00e5l?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Alle \u00f8nsker god effekt av sin reklameinvestering. Derfor er det overraskende at sv\u00e6rt mange organisasjoner ikke har klare m\u00e5l for sin markedsf\u00f8ring. Veldig ofte blir vi for opptatt av det taktiske, alts\u00e5 hvordan det enkelte budskapet fungerer i den enkelte mediekanalen eller mot en enkel m\u00e5lgruppe uten \u00e5 evne og se alt i sammenheng.<\/span> \u00a0<span style=\"font-weight: 400;\">Minst en gang i \u00e5ret m\u00e5 vi l\u00f8fte blikket \u00e5 sette klare for m\u00e5l for hvordan v\u00e5r merkevare skal utvikle seg i \u00e5ret som kommer. Dette er en vesentlig del av strategiarbeidet og kan deles opp i tre kategorier.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Forretningsm\u00e5l<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Atferdsm\u00e5l<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Kommunikasjonsm\u00e5l<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Se gjerne p\u00e5 disse m\u00e5lsetningene som en pyramide der forretningsm\u00e5lene er den hellige gral som alle deler av organisasjon jobber mot og som utgj\u00f8r toppen av pyramiden. Din rolle som markedsf\u00f8rer er \u00e5 sette riktige atferdsm\u00e5l og kommunikasjonsm\u00e5l for \u00e5 st\u00f8tte opp om forretningsm\u00e5lene. <\/span><\/p>\n<p><strong>Forretningsm\u00e5l <\/strong><span style=\"font-weight: 400;\">er normalt knyttet til virksomhetsm\u00e5l og mest vanlig er \u00f8kt l\u00f8nnsomhet eller \u00f8kt markedsandel (\u00f8ke topplinje og bunnlinje). Disse m\u00e5lene blir gjerne definert fra toppledelsen og din jobb som markedsf\u00f8rer blir \u00e5 bryte disse ned til m\u00e5l markedsavdelingen kan jobbe mot \u00e5 oppn\u00e5. <\/span><\/p>\n<p><strong>Atferdsm\u00e5l <\/strong><span style=\"font-weight: 400;\">skal bidra til \u00e5 n\u00e5 din bedrifts forretningsm\u00e5l. Det er et m\u00e5l p\u00e5 markedskommunikasjonens evne til \u00e5 f\u00e5 m\u00e5lgruppen til utf\u00f8re \u00f8nskede handlinger. \u00d8kning i andel av m\u00e5lgruppen som har kj\u00f8pt produktet eller tjenesten, \u00f8kt betalingsvillighet eller antall bes\u00f8k i butikk eller p\u00e5 nettside kan v\u00e6re gode atferdsm\u00e5l. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For \u00e5 kunne oppn\u00e5 atferds m\u00e5lene er vi avhengig av \u00e5 sette riktige <strong>kommunikasjonsm\u00e5l<\/strong>. Kommunikasjonsm\u00e5lene fungerer som et middel for \u00e5 oppn\u00e5 de atferdsm\u00e5l som er satt. De mest brukte kommunikasjonsm\u00e5l er m\u00e5lgruppens kjennskap (top of mind, uhjulpen kjennskap, hjulpet kjennskap), kunnskap, holdninger eller hvilke assosiasjoner forbrukerne har til v\u00e5r merkevare.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u00e5r m\u00e5lsetningene er satt vil dette fungere som en rettesnor p\u00e5 alle kampanjer vi skal kj\u00f8re gjennom \u00e5ret. Selv om ide\u00e8n til en kampanje er fantastisk god s\u00e5 b\u00f8r du g\u00e5 minst en ekstra runde hvis den ikke er med og st\u00f8tter opp om m\u00e5lene som er satt.\u00a0<\/span> <span style=\"font-weight: 400;\">Hvis du synes dette er et krevende landskap s\u00e5 frykt ikke. Her finnes det mye god litteratur som kan hjelpe deg p\u00e5 vei og i Schibsted er dette noe vi diskuterer daglig og gj\u00f8r det og gjerne med deg.\u00a0<\/span> <span style=\"font-weight: 400;\">L\u00f8ft blikket, sette langsiktige m\u00e5l og jobb hver dag for \u00e5 komme et steg n\u00e6rmere.\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De fleste er enige om at m\u00e5lsetting er viktig for sin virksomhet, men er du trygg p\u00e5 at du setter riktige m\u00e5l for virksomheten? Setter du feile m\u00e5l kan det ende med riktig svar p\u00e5 feil sp\u00f8rsm\u00e5l. Men riktig m\u00e5lsetting sikrer at du flytter deg i riktig retning fra dagens situasjon til \u00f8nsket situasjon og [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":6983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[49],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Setter du riktig m\u00e5l for markedsf\u00f8ringen din? - Schibsted for Business<\/title>\n<meta name=\"description\" content=\"De fleste er enige om at m\u00e5lsetting er viktig for sin virksomhet, men er du trygg p\u00e5 at du setter riktige m\u00e5l for virksomheten?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/schibstedforbusiness.com\/no\/maalsetting\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Setter du riktig m\u00e5l for markedsf\u00f8ringen din? 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