What is Operational Marketing?

Operational marketing is essential for companies. It covers all the marketing actions taken (in the short and medium term) toachieve the objectives set out in the marketing strategy. These actions will have a considerable influence on the company’s performance.

Contents

Find out more on this page:

The definition of operational marketing
Implementing operational marketing through the Marketing Mix
Operational marketing tools
Indicators

Definition

What is Operational Marketing?

Operational marketing is the set of techniques and resources used toachieve marketing objectives(defined upstream in the marketing strategy, following market research and analysis).

This is the stage when you takeaction!

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

Unlike strategic marketing, which focuses on the long term, operational marketing concentrates on short- and medium-term actions.

These actions are therefore constantly renewed to keep pace with market developments and adapt the strategy in line with new trends. Operational marketing is not something that stands still; on the contrary, it evolves in step with the market and consumers.

Description

Implementing Operational Marketing through the Marketing Mix

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

The product: Define the characteristics of your product: its design, its usefulness, the different ranges you offer, any associated services, its packaging, etc., with the aim of getting it onto the market.
Pricing: Set the price of your product by seeking a balance between the possible gross margin and competitiveness. Define a relevant strategy in relation to your prices (positioning, discounts, means of payment, etc.).
Distribution(place): Think about where you want to place your products on the market (the different possible locations). Thisinvolves deciding on strategies for setting up, market coverage, distribution channels (offline or online), geographical presence, etc.
The aim here is to increase product visibility by choosing the right locations.
Communication(promotion): Here we need to define the communication strategy to promote the product on the market and attract customers(advertising, direct marketing, digital marketing, events). You will also need to establish an editorial line (messages, content, communication channels, media, frequency of communication).

These are also known as 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.

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

This is also known as ” operational marketing ” and is a vital stage in the life of a company. As part of your marketing course at INSEEC, you will be taught by real business and marketing professionals who are still working. Your courses will take the form of workshops, masterclasses and business games, which will create interaction and quickly give you an operational dimension.

In marketing, we also invite you to discover the following pages:

Bachelor Marketing
Marketing diplomas and certifications at INSEEC
Bachelor’s degree in marketing communication and events
Msc marketing, communication and commercial strategies
RNCP qualification in Marketing Communication Manager
Bachelor’s degree in luxury marketing.
Marketing specialisation at INSEEC
Why do a bachelor’s degree in marketing?
What is a bachelor’s degree in marketing?
Focus on the MarketingCommerce sector
How to establish a communication strategy
What career opportunities are there in the luxury goods and marketing sector?

Techniques

Operational Marketing tools

There are a number of operational marketing tools available to help youachieve your objectives and reach your target audiences. These include :

Television
The radio
La presse
The display
The telephone
Internet(websites, social networks, forums, emailing, etc.)

The Internet is increasingly used by companies in their marketing techniques, as it is one of the most accessible and effective media. Today, all consumers are on the Internet.

Read our related articles:

What is digitalmarketing ?
Focus on the Bachelor digital marketing course at INSEEC
Everything you need to know about the Bachelor’s degree in digital marketing;
Focus on the Digital Master’s course in e-business.

Some tools may be more effective than others, depending on the habits of your customers. So it’s up to you to choose thetool that’s best suited to your objectives and targets. There may be several.

To do this, you need to know your target audience and their habits perfectly, and you also need to know where they are so that you can act accordingly and take relevant action.

Performance

Indicators

You will need to monitor the effectiveness of your marketing actions and track their performance using KPIs defined in advance.

These indicators include: ROI (Return On Investment), which will enable you to see what you have gained compared to what you have spent. It has to be positive to indicate a financial gain for your company. This will enable you to compare the sales achieved with the cost of your marketing campaigns.

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

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

By analysing your marketing actions and depending on the results obtained, you can decide to adjust them (particularly for future campaigns) in order to improve your performance. So it’s very important to have KPIs and to monitor these indicators in order to make progress.

As you will have realised, operational marketing has a direct impact on a company’s performance. It is therefore an essential stage in marketing, which is constantly evolving and progressing in line with the market and its customers. So you need to be constantly adapting.

INSEEC also invites you to discover the following pages: