Type of marketing that is responsible for carrying out actions and tactics.
Operational marketing, also known as tactical marketing, is that type of marketing that is responsible for the development and implementation of actions and tactics. In this way, it affects the volume of business (sales) and involves short-term profitability.
In a nutshell, operational marketing is the action, execution, and implementation of short-term plans and strategies. For example, advertising, promotions, or telemarketing are operational marketing strategies.
The main characteristics of operational marketing are as follows:
The main actions or functions of operational marketing can be summarized as follows:
Communication |
Promotion |
Advertising |
Direct marketing |
events |
after-sales service |
Offers and discounts |
Packaging |
Digital marketing |
Distribution channels |
Advertising campaigns |
Trade policies |
Many times, when talking about operational marketing, we think of strategic marketing. However, these two are different types of marketing but they act together.
In principle, it must be taken into account that operational marketing is the one that is in charge of carrying out the actions and developing what strategic marketing “thinks”. That is, operational marketing is responsible for actions and strategic, strategies.
Another factor to take into account is that operational marketing focuses on short-term actions, while strategic marketing carries out its actions in the medium and long term.
Finally, tactical or operational marketing works on products, while strategic marketing works on results.
To better understand this concept, let's look at the following examples:
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