In any field of work, the term “deliverables” is often used to describe the tangible outputs created as a result of a project or campaign. Despite being a common buzzword, deliverables are an important aspect of any marketing strategy and must be carefully chosen to achieve the desired objectives.
Simply put, marketing deliverables are any outputs that contribute to the overall goal of a campaign, have been deliberately created, and have been agreed upon by internal or external stakeholders. While the final output is often considered the deliverable, it can also include any output created along the way to achieve the campaign’s objective. Thus, there are usually multiple deliverables at each phase of a campaign, each with its own deadline and often dependent on the completion of other deliverables.
Choosing the right deliverables is critical to the success of a campaign, as it ties the project’s progress to its objectives and helps to track and manage the deliverables. Deliverables can be classified into various categories such as internal and external, tangible and intangible, and process and final deliverables.
Internal deliverables are shared with key stakeholders within the business and are typically measured in terms of time and results. They are not shared with clients and their success is usually measured by the results they help to generate. For instance, a keyword research document created to target a client’s digital marketing campaign is an example of an internal deliverable.
External deliverables, on the other hand, are those that are shared with clients and require their approval before continuing with the rest of the campaign. They are more likely to be measured in terms of the revenue they generate. For instance, the adverts created as part of an online advertising campaign for a client are an example of an external deliverable.
Tangible deliverables are physical or digital objects that can be touched or counted, while intangible deliverables are measurable outcomes for a project rather than something that can be seen or touched. An example of a tangible deliverable could be a marketing brochure for a client, while an intangible deliverable could be a certain number of leads or new end-users generated by the brochure.
Finally, there are process and final deliverables. Process deliverables are smaller outputs produced during a campaign or project to help reach the final goal. They must usually be approved by internal or external stakeholders before the project can proceed. For example, a website mockup is a process deliverable. Final deliverables are the end-goal deliverables of a project and outline the entire scope of a project’s work as per the client’s specifications. They are tested and signed off by the client, and an example would be a completed website.
In conclusion, understanding what marketing deliverables are and how to choose the right ones is crucial to the success of any marketing campaign or project. By categorizing deliverables and keeping track of them, businesses can ensure they are achieving their objectives and delivering value to their clients.
Interested in knowing more, call Ajit Puttnam at +91 7799000590 or write to him at [email protected]
