How to Set Campaign Objectives?

Situation:
As a Marketing Strategy Consultant, you have been approached by a mid-sized e-commerce company specializing in eco-friendly products. The company has experienced steady growth but now aims to significantly boost its online presence and sales. The challenge lies in effectively setting and measuring campaign objectives across different stages of the marketing funnel.

Complication:
The company’s current marketing campaigns are not clearly segmented according to the marketing funnel stages. Their campaigns have been somewhat generic, focusing more on product promotion without a defined strategy targeting awareness, engagement, or conversions specifically. The measurement of campaign success has also been vague, lacking clear alignment with specific objectives.

Objective:
Your primary goal is to guide the company in setting clear, stage-specific campaign objectives aligned with the marketing funnel, ensuring measurable and impactful outcomes.
This includes top-of-funnel (ToFu) objectives for brand awareness, middle-of-funnel (MoFu) objectives for lead generation and engagement, and bottom-of-funnel (BoFu) objectives for conversion and remarketing. Additionally, you must establish appropriate metrics to measure the success of these objectives.

Specific Questions:

Question I: What top-of-funnel objectives would you set for this e-commerce company to increase brand awareness, and what metrics would you use to measure them?

Question II: For the middle-of-funnel stage, what lead generation and engagement strategies would you recommend, and how should their success be quantified?

Question III: What are effective bottom-of-funnel objectives for an e-commerce company focusing on eco-friendly products, and which metrics would best assess conversion success?

Question IV: How would you address common pitfalls in aligning stakeholders on the campaign objectives and expected outcomes, especially in different funnel stages?

Question V: Considering the company's goal to boost online presence and sales, how would you ensure that the set objectives and metrics comprehensively cover the entire marketing funnel?