The first step in all marketing activity should always be deciding what the purpose is. This will help you shape what you are doing and to review and measure success. After all, what is the point in getting a 90% open rate on an email campaign when the real goal is conversions and you achieve none?
This article and video states you should group your digital marketing campaigns into 3 different groups; lead generation, conversion and retention.
It is helpful to think in this way, but in truth all of your marketing activities should be carefully considered from the outset.
Misunderstood campaign goals can cause a serious headache when the campaign is complete if everyone involved is not on the same page or unclear on the goals.