What is Operational Marketing?

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Operational marketing is essential for companies. It corresponds to all the marketing actions implemented (in the short term and medium term) in order to achieve the objectives set in the marketing strategy. These actions will have a considerable influence on the company’s performance.

Find on this page :

  • The definition of operational marketing
  • The implementation of operational marketing through the Marketing Mix
  • The tools of operational marketing
  • The indicators

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Operational Marketing: What is it?

Operational marketing is the set of techniques and means implemented in order toreach the marketing objectives(defined upstream in the marketing strategy, following the study and analysis of the market).

This is the stage where you takeaction!

Operational marketing thus represents all the concrete marketing actions to be carried out to promote products and services and thus develop the company’s sales and turnover.

Contrary to strategic marketing which aims at the long term, operational marketing focuses on short and medium term actions.

These actions are therefore constantly renewed to follow market developments and adapt the strategy to new trends. Operational marketing is not something “fixed”; on the contrary, it evolves with the market and consumers.

The implementation of Operational Marketing through the Marketing Mix

To carry out your operational actions, use the marketing mix, and focus your actions on 4 main areas:

  • Product,
  • Price,
  • Distribution(place),
  • Communication(promotion).

We also talk about the 4 Ps of the marketing mix.

In concrete terms, these are the 4 elements you can act on toachieve your sales and marketing objectives.

La politique Produit

Define the characteristics of your product: its design, its usefulness, the different ranges you offer, the associated services if there are any, its packaging … in order to insert it on the market.

La politique Prix

Set the price of your product by seeking the balance between the possible gross margin and competitiveness. Define a strategy relevant to your prices (positioning, discount, means of payment …).

La politique Distribution (Place)

Also think about where you want to place your products in the market (the different possible locations). It is therefore amatter of determining the implementation strategies, the market coverage, the distribution channels (offline or online), the geographical presence, etc.

The goal here is to increase the visibility of the product by choosing the right locations.

La politique Communication (Promotion)

Here, it will be necessary to define the communication strategy in order to promote the product on the market and attract customers(advertising, direct marketing, digital marketing, events). It will also be necessary to establish an editorial line (messages, content, communication channels, media, frequency of communication).

The primary objective of the marketing mix is to ensure the success of your product, company, brand or service on its market thanks to a perfectly developed and adapted strategy.

This is also called ” operational marketing ” and it is a crucial step in the life of a company. You will therefore study this “field” at INSEEC in your marketing curriculum thanks to real business and marketing professionals still working. Your courses will be in the form of workshops, masterclasses and business games, which will create interaction and quickly give you an operational dimension.

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Tools of Operational Marketing

There are many tools in operational marketing toachieve the objectives and targets. Among them:

  • The television
  • The radio
  • The Press
  • The display
  • The telephone
  • Internet(websites, social networks, forums, emailing …)

Moreover, the Internet is more and more used by companies in their marketing techniques, because it is one of the most accessible and effective media. Indeed, today all consumers are on the Internet.

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Some tools may be more effective than others, depending on the habits of your customers. It is up to you to choose the most suitable and efficienttool for your objectives and targets. There may be several.

To do this, you need to know your target and its habits perfectly and also know where it is in order to be able to act accordingly and carry out relevant actions.

The indicators

You will need to monitor the effectiveness of your marketing actions and track their performance through indicators (KPIs) defined beforehand.

Among these indicators we find: the ROI (Return On Investment) which will allow you to see what you have earned compared to what you have spent. It must be positive to indicate a financial gain for your business. This will allow you to reconcile the revenue generated with the cost of the marketing actions.

Other indicators, such as the customer acquisition cost (amount spent to acquire a customer), or the average basket, also allow you to assess the profitability of your campaigns.

With Google Analytics you can analyze your website traffic, number of visitors, number of page views, source of traffic, conversion rate etc. With other platforms you can also analyze your social networks or your email campaigns (like Mailjet or Hootsuite for example).

By analyzing your marketing actions and according to the You will be able to decide to adjust your results (especially for the next few times) in order to improve and be more efficient. It is therefore very important to have KPIs and to follow these indicators in order to progress.

As you can see, operational marketing has a direct influence on the company’s performance. It is therefore an essential step in marketing, which is constantly evolving and progressing according to the market and the customers. So we have to keep adapting.

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Updated 2 August 2023