Consumer Buying Behavior

By Kaitlyn Reyes

Behind every successful company, there is a foundation of achieved goals and timelines. Marketing objectives are used to build that foundation. Companies use marketing objectives to measure how much their business has grown over specific time periods. Having measurable data can help companies focus on which actions are benefiting or decreasing their marketing efforts. Marketing objectives can track profitability and measure efficiency, ensuring that the company is on the correct path. With the foundation that marketing objectives provide, companies can hold themselves and their teams accountable. It will provide clear expectations for employee performance and guide management in the proper direction. Marketing objectives are not the end-all for the marketing efforts, but the pathway to get there (Smith, 2025). Businesses must ensure they have a proper team to help them reach their goals by following their marketing objective guidelines.

CloseKnit is a subscription service that offers high-quality knitting supplies and patterns. It will be paired with an app that allows its members to build community through discussion forums and live video sessions. The mission of CloseKnit is to offer community and a safe space for solitary hobbyists. Marketing on social media platforms will help build the CloseKnit community by finding knitters alike. Since CloseKnit relies on an app, it is crucial to market to individuals who are often online. Collaborating with content creators and celebrities who share their love of knitting can help align itself with CloseKnit’s mission. One goal for CloseKnit is to create its own form of influencer. Peloton is a brand that has turned its instructors into modern-day celebrities (Cheung, 2022). With CloseKnit’s live knitting sessions, its knitting instructors can take advantage of social media’s offerings in a way similar to Peloton. CloseKnit must be sensitive when choosing its collaborators. Collaborators must uphold the same values and morals as CloseKnit to uphold ethical standards. The goal of the app is to keep consumers entertained enough to continue their subscription. Developing an app that is user-friendly and aesthetically pleasing will encourage interactions. CloseKnit’s website and app must have clear data privacy policies to avoid consumer confusion and legal implications. Choosing the correct marketing objectives will help CloseKnit increase brand reputation and profitability.

References:

Cheung, S. (2022, December 2). The newest breed of rockstars: Peloton instructors | by Stephen Cheung | Medium. The Newest Breed of Rockstars: Peloton Instructors. https://medium.com/@stephencheungg/the-newest-breed-of-rockstars-peloton-instructors-2e3e407ca09a

Smith, B. (2025, January 23). Everything you need to know about marketing objectives. WordStream. https://www.wordstream.com/blog/ws/2020/06/15/marketing-objectives