CATEGORY - Operational Marketing
| Description | EN: Operational Marketing comprises the people, processes, systems, data, technology, policies, and associated capabilities that emcompasse the tactical implementation of an enterprise's Strategic Marketing plan. It involves executing day-to-day activities such as Advertising campaigns, event services, and targeted Message & Communication. These efforts aim to engage customers, drive short-term results, and achieve specific, measurable objectives within the broader marketing plan. FR: La catégorie Marketing opérationnel comprend les organisations, processus, systèmes, données, technologies, règlements et capacités correspondantes qui englobent la mise en œuvre tactique du plan de Marketing stratégique d'une entreprise. Elle implique l'exécution des activités quotidiennes telles que les campagnes publicitaires, les services d'événements et les messages et communications ciblés. Ces efforts visent à engager les clients, à générer des résultats à court terme et à atteindre des objectifs spécifiques et mesurables dans le cadre du plan marketing global. |
|---|---|
| Name (FR) | Marketing opérationnel |
| External references |
 Investopedia - Marketing Mix |
| Parent Schema | 
Activity Domains |
| Packaging Library | 
Enterprise Operations |
TREE VIEW
-
Operational Marketing
Operational Marketing comprises the people, processes, systems, data, technology, policies, and associated capabilities that emcompasse the tactical implementation of an enterprise's Strategic Marketing plan. It involves executing day-to-day activities such as Advertising campaigns, event services, and targeted Message & Communication. These efforts aim to engage customers, drive short-term results, and achieve specific, measurable objectives within the broader marketing plan.
MAP VIEW
Operational Marketing
ROOT CAPABILITIES
-
AdvertisingInvolves creating and executing promotional strategies to boost brand awareness, engage audiences, and drive business growth. It combines digital and traditional media, utilizing targeted approaches and creative campaigns to ensure consistent communication, optimize resources, measure outcomes, and align with business goals while strengthening brand positioning.
-
Campaign Management
Manages the entire lifecycle of marketing campaigns, from planning and execution to performance analysis. It ensures message consistency, optimal use of resources, and effective tracking of outcomes, enabling businesses to engage audiences, achieve marketing objectives, and refine future efforts.
-
Digital Advertising
Involves creating, managing, and optimizing online ads across digital platforms like social media, search engines, and websites. It uses targeted placements, data analytics, and engaging formats (e.g., display, video ads) to maximize audience reach, improve engagement rates, and deliver measurable outcomes that contribute to business growth.
-
Traditional Advertising
Promotes products and services through established offline mediums, including print, TV, radio, and outdoor signage. It combines creative storytelling with strategic placement to build brand awareness, foster trust, and connect with diverse audiences in both local and broad market segments.
-
-
Communication & Messaging
Focuses on creating and delivering brand messages through various communication channels to engage target audiences. It aims to foster positive relationships, enhance brand visibility, and maintain clear, consistent messaging to strengthen brand identity, build trust, and facilitate interaction with the audience across multiple platforms.
-
Community Management
Engages with and nurtures a brand's online community by facilitating conversations, responding to queries, and addressing feedback. The focus is on building strong, loyal customer relationships, enhancing brand advocacy, and ensuring the community actively participates in brand discussions.
-
Content Production
Involves creating a wide range of content, including blogs, videos, infographics, podcasts, and whitepapers, tailored to various channels and audiences. This content is designed to inform, engage, and inspire, while effectively communicating brand messages. It aligns with broader marketing goals to drive audience interaction and support business objectives.
-
Public Relations
Managing the enterprise’s image and relationships with external audiences. It includes media outreach, distributing press releases, engaging with analysts, and addressing public crises. The purpose is to ensure positive visibility and protect the company’s reputation through strategic communications and relationship-building efforts.
-
Social Marketing
Leverages influencers, social listening, and brand ambassadors to enhance brand visibility and foster engagement on social media platforms. The goal is to optimize interactions with the audience, strengthen brand loyalty, and cultivate a community around the brand, ensuring genuine connections with target markets.
-
-
Events & Tradeshows
Involves organizing and participating in events and trade shows that connect businesses with potential clients, partners, and industry professionals. These events focus on showcasing products, services, and innovations, while building relationships, enhancing brand visibility, and fostering customer loyalty within the targeted market.
-
Customer Company Events
Involves organizing events that directly engage customers and showcase a company's products, services, or innovations. These events provide opportunities for networking, relationship-building, and feedback collection, helping to strengthen customer loyalty and enhance the company's visibility in a specific market segment.
-
Product Launch
Encompasses the end-to-end workflow of launching new products or services, including planning, scheduling launches, coordinating with development and sales teams, and executing marketing campaigns. Its goal is to ensure successful market entry, maximize customer impact, and drive revenue growth.
-
Tradeshows
Focuses on participating in or organizing trade exhibitions where businesses showcase their products or services to a large audience, including potential customers, partners, and industry professionals. Tradeshows provide an opportunity for lead generation, networking, market research, and brand positioning within the industry.
-
-
Lead Generation
Focuses on identifying and engaging potential customers, guiding them from initial contact to becoming qualified prospects. By utilizing targeted outreach strategies, this capability nurtures leads through stages of awareness and interest, creating a seamless transition into the sales pipeline for further engagement and conversion.
-
Funnel Management
Involves managing and optimizing the customer journey through various stages of the sales funnel. This includes tracking leads, nurturing them, and ensuring that they progress through awareness, interest, consideration, and conversion phases to maximize sales opportunities.
-
Outbound Prospection
Focuses on proactively reaching out to potential leads at the beginning of the sales cycle. Sales Development Representatives take charge of creating and executing prospecting sequences, such as cold calls, emails, and social outreach, to uncover new business opportunities and generate qualified leads for the sales team.
-
CAPABILITY INVENTORY
-
Advertising
Involves creating and executing promotional strategies to boost brand awareness, engage audiences, and drive business growth. It combines digital and traditional media, utilizing targeted approaches and creative campaigns to ensure consistent communication, optimize resources, measure outcomes, and align with business goals while strengthening brand positioning.
-
Campaign Management
Manages the entire lifecycle of marketing campaigns, from planning and execution to performance analysis. It ensures message consistency, optimal use of resources, and effective tracking of outcomes, enabling businesses to engage audiences, achieve marketing objectives, and refine future efforts.
-
Digital Advertising
Involves creating, managing, and optimizing online ads across digital platforms like social media, search engines, and websites. It uses targeted placements, data analytics, and engaging formats (e.g., display, video ads) to maximize audience reach, improve engagement rates, and deliver measurable outcomes that contribute to business growth.
-
Traditional Advertising
Promotes products and services through established offline mediums, including print, TV, radio, and outdoor signage. It combines creative storytelling with strategic placement to build brand awareness, foster trust, and connect with diverse audiences in both local and broad market segments.
-
-
Communication & Messaging
Focuses on creating and delivering brand messages through various communication channels to engage target audiences. It aims to foster positive relationships, enhance brand visibility, and maintain clear, consistent messaging to strengthen brand identity, build trust, and facilitate interaction with the audience across multiple platforms.
-
Community Management
Engages with and nurtures a brand's online community by facilitating conversations, responding to queries, and addressing feedback. The focus is on building strong, loyal customer relationships, enhancing brand advocacy, and ensuring the community actively participates in brand discussions.
-
Content Production
Involves creating a wide range of content, including blogs, videos, infographics, podcasts, and whitepapers, tailored to various channels and audiences. This content is designed to inform, engage, and inspire, while effectively communicating brand messages. It aligns with broader marketing goals to drive audience interaction and support business objectives.
-
Public Relations
Managing the enterprise’s image and relationships with external audiences. It includes media outreach, distributing press releases, engaging with analysts, and addressing public crises. The purpose is to ensure positive visibility and protect the company’s reputation through strategic communications and relationship-building efforts.
-
Social Marketing
Leverages influencers, social listening, and brand ambassadors to enhance brand visibility and foster engagement on social media platforms. The goal is to optimize interactions with the audience, strengthen brand loyalty, and cultivate a community around the brand, ensuring genuine connections with target markets.
-
-
Events & Tradeshows
Involves organizing and participating in events and trade shows that connect businesses with potential clients, partners, and industry professionals. These events focus on showcasing products, services, and innovations, while building relationships, enhancing brand visibility, and fostering customer loyalty within the targeted market.
-
Customer Company Events
Involves organizing events that directly engage customers and showcase a company's products, services, or innovations. These events provide opportunities for networking, relationship-building, and feedback collection, helping to strengthen customer loyalty and enhance the company's visibility in a specific market segment.
-
Product Launch
Encompasses the end-to-end workflow of launching new products or services, including planning, scheduling launches, coordinating with development and sales teams, and executing marketing campaigns. Its goal is to ensure successful market entry, maximize customer impact, and drive revenue growth.
-
Tradeshows
Focuses on participating in or organizing trade exhibitions where businesses showcase their products or services to a large audience, including potential customers, partners, and industry professionals. Tradeshows provide an opportunity for lead generation, networking, market research, and brand positioning within the industry.
-
-
Lead Generation
Focuses on identifying and engaging potential customers, guiding them from initial contact to becoming qualified prospects. By utilizing targeted outreach strategies, this capability nurtures leads through stages of awareness and interest, creating a seamless transition into the sales pipeline for further engagement and conversion.
-
Funnel Management
Involves managing and optimizing the customer journey through various stages of the sales funnel. This includes tracking leads, nurturing them, and ensuring that they progress through awareness, interest, consideration, and conversion phases to maximize sales opportunities.
-
Outbound Prospection
Focuses on proactively reaching out to potential leads at the beginning of the sales cycle. Sales Development Representatives take charge of creating and executing prospecting sequences, such as cold calls, emails, and social outreach, to uncover new business opportunities and generate qualified leads for the sales team.
-
-
Product Launch
Encompasses the end-to-end workflow of launching new products or services, including planning, scheduling launches, coordinating with development and sales teams, and executing marketing campaigns. Its goal is to ensure successful market entry, maximize customer impact, and drive revenue growth.