Operational marketing refers to all the techniques and means implemented to achieve the objectives set by your marketing strategy.

It therefore relies primarily on your strategic marketing and several other elements, whether information, comments and data from the field to define concrete actions that can meet the marketing objectives of your company. The actions thus defined must be adapted over time according to experience feedback and observed performance.

Several steps are necessary before implementing these actions:

A market study aimed at understanding the challenges of your market
A marketing strategy that defines an overall direction and medium-term and long-term objectives.
Operational marketing, which breaks down your objectives into concrete short-term action points.
Operational marketing is therefore the means of achieving the objectives set by the company in terms of marketing strategy. This involves defining the Bolivia WhatsApp Number List promotion and communication actions to be carried out. The objectives can be diverse and varied and relate to sales, turnover, but also brand awareness.

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Strategic Marketing Vs Operational Marketing
Marketing is made up of two completely different, but undoubtedly complementary dimensions. The first is strategic marketing, which deals with the strategic part of marketing and focuses on the long term. It is a methodology responsible for studying and analyzing your market in order to detect new business opportunities, then launching value propositions to meet the demands and needs detected.

Operational marketing

which concerns marketing actions and focuses on the short term, represents the tactical part of marketing. If strategic marketing aims to guide the company in the process of creating ideas and guidelines, operational marketing brings strategies into the field of action and has the task of making them work.

Here are the main functions of operational marketing: translating marketing strategies into an action plan, working on the marketing mix at a tactical level, establishing the budget for each of the marketing actions that will be carried out and determining the objectives they will achieve.

As we will see later in this article, there are many types of actions possible for your operational marketing, such as launching or modifying products, improving after-sales service, adjusting prices, ” application of discounts, digital actions (SEO, SEM, social networks, email marketing, content marketing, website creation or update), actions related to distribution channels, advertising, promotions, etc.

Operational marketing and marketing mix

Operational marketing can be segmented into four key points also called “marketing mix”. These four main levers, the “4 Ps” are made up of the following elements: product (product), price (price), place (distribution) and promotion (communication). This is called the marketing mix.

The marketing mix can be defined as a set of tactics and actions that your company uses to push its products into the market and thus achieve your operational marketing plan, in line with your initial strategic marketing plan. It is called a marketing mix because it consists of four different elements that must be applied together in order to achieve positive results.

Using a marketing mix is ​​still the best way to guarantee that you will “put the right product in the right place”, as they say across the Atlantic. The marketing mix is ​​therefore an essential tool for planning a successful product offering.

If the 4ps have sometimes been modified since their creation in 1964, following an article entitled “The Concept of the Marketing Mix” by Neil Borden, and if additional “Ps” have even been added (People, Process, Physical evidence), the concept of the original “4Ps” marketing mix is ​​a great starting point to start planning your product or to evaluate an existing product offering.

Here are the four “Ps” in more detail:

The product is either a tangible good or an intangible service that appears to meet a specific customer need or demand. All products follow a logical product life cycle and it is essential that marketers understand and plan for the different stages of their existence within a given market.

2. Price

The price covers the actual amount that the end user is expected to pay for a product. The price of a product directly affects how it sells. This is linked to the perceived value of the product by the customer rather than an objective cost of the product offered. If the price of a product is higher or lower than its perceived value, it will not sell. This is why it is imperative to understand how a customer sees what you are selling. If there is positive customer value, a product may be priced higher than its objective monetary value. Conversely, if a product is of little value to the consumer, it may be necessary to sell it at a lower price. The price can also be affected by distribution plans,

3. Promotion

Marketing communication strategies and techniques all fall under this category called “promotion” in English. It includes advertising, promotions, special offers and public relations. Whatever channel is used, it must be appropriate for the product, the price and the end user. It is important to differentiate between marketing and communication strategies and techniques for marketing, which are only one aspect of the whole marketing function.

4. Place

The distribution policy, called “place” in English, concerns the way in which the product will be delivered to the customer. Distribution is a key element of operational marketing because your distribution strategy will allow you to assess which channel is the most suitable for a product.

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