Operational Marketing

Operational marketing encompasses all short-term actions that are implemented to achieve a company’s strategic marketing objectives. While strategic marketing sets the long-term direction, the focus of operational marketing is on the concrete execution and management of daily activities. It serves as the bridge between planning and action.

The goal of operational marketing is to directly impact the market position, sales, and customer satisfaction through targeted measures. The four classic marketing tools of the marketing mix are central to this process:

1. Product Policy: Adjusting and optimizing products or services, for example, through the introduction of new features or variants.
2. Pricing Policy: Setting prices, discounts, and payment terms that are competitive and profitable.
3. Distribution Policy: Selecting and managing distribution channels to make products available efficiently and customer-oriented.
4. Communication Policy: Developing and implementing advertising, public relations, and social media campaigns to increase brand awareness.

Operational marketing includes a wide range of tasks, including:

1. Campaign Planning and Execution: Implementing advertising and sales promotion activities.
2. Budgeting and Control: Ensuring that planned measures stay within the available budget and monitoring their effectiveness.
3. Market Research: Ongoing analysis of market trends, competitors, and customer behavior to respond quickly to changes.
4. Customer Acquisition and Retention: Developing initiatives that attract new customers and retain existing ones over the long term.

1. Quick Adaptation: Companies can flexibly respond to short-term market changes.
2. Clearly Defined Actions: The implementability of strategies is ensured.
3. Measurable Results: Focusing on concrete actions makes it easier to monitor and assess outcomes.

Operational marketing is the practical part of marketing that translates strategic plans into tangible actions. By directly executing marketing tools, it helps ensure that defined company goals are achieved efficiently and purposefully. Close alignment with strategic marketing ensures that short- and long-term measures work in harmony.