Marketing activation
Encyclopedia
Marketing activation is the execution of the marketing mix
as part the marketing process. The activation phase typically comes after the planning phase
during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
Customer data is a significant source of information for planning marketing activation. A common practice is to use customer relationship management
tools and techniques to augment the impact of marketing activation because CRM “provides an integrative framework in which marketing activation and customer activities collaborate to increase patronage”
Another challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions. McDonald’s is said to be a good example of a company that can effectively reach a diverse audience. Among the techniques it uses, “it engages in unique marketing activation, including strong use of PR and events targeted at black, Asian, and Latino youth.”
Different types of data are used in marketing activation. For example, “video-based measurement (...) provides visibility into shopper engagement and behaviour relative to exact marketing activation, enabling a holistic approach to shopper marketing
.”
CRM data and models are also used to improve the effectiveness of marketing activation. One of these models, the marketing funnel
, “is a key conceptual framework that is routinely used by practitioners to deconstruct the marketing activation and identify key issues.”
, for example, “has given marketers a platform for celebrating and amplifying nearly every marketing activation.”
. They are often associated with a brand sponsoring an athlete or an event in order to boost their brand awareness
. It has been said that “with strong marketing activation and creativity, consumers should remember the sponsor’s campaign”
and customer service
, may not qualify as marketing activation. For example “public relations
may be viewed as broad communication operation rather than a sharp marketing activation.”
Marketing mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients",...
as part the marketing process. The activation phase typically comes after the planning phase
Marketing plan
A marketing plan may be part of an overall business plan.Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use....
during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
- Brand activation, sometimes called brand engagementBrand engagementBrand engagement is a term loosely used to describe the process of forming an attachment between a person and a brand. It comprises one aspect of brand management...
which focuses on building a longer term emotional connection between the brand and the customer. - Activation based on direct-response marketing will focus on generating immediate sales transactions.
Planning the activation
Before executing its marketing activities, a firm will benefit from identifying which customer groups to target. “By focusing on some fewer influencers only, activation can become more efficient and higher returns can be expected.”Customer data is a significant source of information for planning marketing activation. A common practice is to use customer relationship management
Customer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
tools and techniques to augment the impact of marketing activation because CRM “provides an integrative framework in which marketing activation and customer activities collaborate to increase patronage”
Challenges
A successful marketing activation will allow businesses to increase their profits and reach their strategic goals. There are however challenges that managers will face in putting in place a marketing activation program. One of the challenges is dealing with an ever changing marketplace. Customer preferences and attitudes keep evolving and require managers to adapt rapidly. This poses a challenge because, for example, “direct marketing activation triggers that were accurate 6 months ago, may now be quite inappropriate.”Another challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions. McDonald’s is said to be a good example of a company that can effectively reach a diverse audience. Among the techniques it uses, “it engages in unique marketing activation, including strong use of PR and events targeted at black, Asian, and Latino youth.”
Data-driven marketing activation
Over the years, marketing activation has become more and more data-driven. This allows marketers to be more precise in their actions, measure results more effectively, and increase returns. This phenomenon has become more and more important because “marketing activation usually entails a universal blast of information to all consumers. Oftentimes, only a small proportion of the consumers react positively to such activation, resulting to waste in marketing expenses. If a circle of influencers can be identified for certain events or phenomena, then such activities can be focused into a group of factors or individuals, thus, optimizing the outcomes.”Different types of data are used in marketing activation. For example, “video-based measurement (...) provides visibility into shopper engagement and behaviour relative to exact marketing activation, enabling a holistic approach to shopper marketing
Shopper Marketing
Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers."...
.”
CRM data and models are also used to improve the effectiveness of marketing activation. One of these models, the marketing funnel
Purchase funnel
The purchase or purchasing funnel is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service....
, “is a key conceptual framework that is routinely used by practitioners to deconstruct the marketing activation and identify key issues.”
Online video
Marketing activation can be enriched with the use of online tools. The advent of online video has opened up many opportunities for marketers who use it to engage customers in more compelling ways with new forms of advertising. YoutubeYouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
, for example, “has given marketers a platform for celebrating and amplifying nearly every marketing activation.”
Sports marketing
Marketing activation techniques are commonly used in sports marketingSports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
. They are often associated with a brand sponsoring an athlete or an event in order to boost their brand awareness
Brand awareness
Brand awareness is a marketing concept that enables marketers to quantify levels and trends in consumer knowledge and awareness of a brand's existence...
. It has been said that “with strong marketing activation and creativity, consumers should remember the sponsor’s campaign”
What it is not
Even though marketing activation encompasses most marketing activities a firm will execute, some approaches, in the fields of communicationCommunication
Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...
and customer service
Customer service
Customer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
, may not qualify as marketing activation. For example “public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
may be viewed as broad communication operation rather than a sharp marketing activation.”