We are now at the last phase of the marketing process: Operational Marketing.
In the past few days we have examined analytical marketing and strategic marketing,
Today, to close the topic “the phases of marketing” we will analyse operational marketing.
Before we start, here are our latest articles on the phases of marketing in recent days:
- Strategic marketing: What is it? How to use it effectively?
- Analytics marketing: What is it? How does it work?
- Network Marketing: What is it? How does it work?
Operational marketing: What is it?
What is operational marketing and how is it different from strategic marketing?
The meaning of operational marketing encompasses all those activities that materially bring your strategic plan to life.
It is, therefore, the last stage of the marketing process,
which arranges the mix of tools and resources to be deployed in order to implement the strategies that were studied upstream.
It is the moment when you take action.
Let’s take an example:
You have identified a young, female buyer profile for your brand,
who reads online beauty and lifestyle magazines and loves Instagram?
Well, at this point an operational marketing plan will aim to identify which specific magazines to place your product advertising in,
which influencers to involve, how to structure the editorial plan of the content on your channels, and much more.
Operational marketing, then, is the translation into practice of everything theorized during the strategy definition phase.
How does it work?
First of all, never forget the 4Ps framework of marketing.
That is, the set of components that make up the marketing mix:
- the product (or service) offered by your brand and its characteristics,
- the pricing policies adopted,
- the placement, where the products (or services) of the brand in question will be sold,
- promotion, all the communication activities you will have to put in place to achieve the objective.
An operational marketing plan covers all these elements in detail with practical activities.
This is where tactics, tools, frameworks, etc. are defined.
The creation of content, the setting of channels, the management of sponsorship budgets:
these are all activities that operational marketing follows by deciding, on a case-by-case basis, what is the best way to put the strategic directions into practice.
Do not forget that operational marketing has a shorter time horizon than strategic marketing,
And it is essential to provide for checks at the end of each campaign by monitoring KPIs,
(the indicators that were indicated as crucial during the strategic definition phase.)
For example, at the end of a sponsorship with a newsletter subscription objective, you will need to check how many people saw the campaign,
How many people clicked on it and who subscribed so that you can see whether or not you need to change the strategy defined earlier.
Just as in the article on strategic marketing I warned you against branding it as ‘theory’ and snubbing it in favour of going straight into practice,
here too I want to discourage you from doing the opposite.
The important thing, which I will never get tired of emphasizing, is that the two go hand in hand, and you cannot do without one.
Here is a short definition of the phases of marketing,
They are very important phases that will enable you to achieve your goals,
Even with our brief analysis of the three phases you will be able to have a comprehensive knowledge of how to approach them.
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Operational marketing: What is it? How does it work?
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Operational marketing: What is it? How does it work?
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