Operational marketing transforms a marketing strategy principle into actual operational plans.
In practice, if strategic marketing involves implementing a series of strategies to plan the activities and objectives to be achieved by a company, operational marketing is tasked with identifying the most effective actions of a marketing strategy and carrying them out.
Operational marketing concerns the decisions to be made within a single variable of the 4P, namely product, price, promotion, place within a short period of time.
How operational marketing works
An operational marketing plan allows implementing all the communication activities that will enable the company to pursue its objectives in a short amount of time.
Therefore, it is a set of components that form the 4Ps of the marketing mix which constitutes all the main elements for a good marketing strategy.
Operational marketing enables the creation of content, management of the budget for a sponsored activity, transmission of messages through distribution channels, etc..
These are all the activities that operational marketing follows and decides step by step what is the best way to implement all the tactical strategies of marketing.
Very important!
To carry out checks at the end of each campaign using KPIs, or performance indicators that allow you to verify if the objectives have been pursued effectively: how many people have seen the campaign, how many clicked, and so on, in order to understand whether it is necessary to intervene or not on the strategy previously defined.
Operational marketing and the marketing mix
As we have already said, operational marketing is the set of all marketing strategy decisions concerning the marketing mix.
The concept it conveys is that: whether it's about 4P or the new 4C, operational marketing defines what and how to implement a marketing strategy.
It is, therefore, an operational marketing mix that is also referred to as tactical marketing because it represents the tactical and strategic part of a marketing plan.
Hence, for each of the four factors that constitute the marketing mix, tactics are implemented to achieve the pre-set strategic marketing objectives.
In conclusion, operational marketing is the final stage of a marketing strategy process that has various tools and resources to take action, thus to implement a marketing plan.
