Operational Marketing - What is it? characteristics, actions, and examples

operational marketing

Type of marketing that is responsible for carrying out actions and tactics.

What is operational marketing?

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.

Characteristics of operational marketing

The main characteristics of operational marketing are as follows:

• It is the type of marketing most linked to creating a turnover (sales).
• It is of a practical nature, so it does not focus on market research.
• It works together and is a complement to strategic marketing.
• It is linked to tools such as advertising, mailing, advertisements, telemarketing, etc.
• Its objective is to generate sales volume while minimizing costs.

Operational marketing actions

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

Operational and strategic marketing

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.

Examples of operational marketing

To better understand this concept, let's look at the following examples:

• A company decides to hold a contest on social networks, this type of action is part of operational marketing.
• The packaging of a certain product is carried out by operational marketing.
• The implementation of a marketing strategy is carried out by operational marketing.
• The presence of a company in an event, such as an exhibition, is an action carried out by tactical or operational marketing.

 

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