Operational Marketing: definition, tools, performance measurement

Operational marketing is a crucial area impacting the performance of companies. It is the marketing actions taken to achieve the objectives defined by the marketing strategy. Operational marketing is particularly evident in the marketing mix (4P or 7P model).
Operational marketing is based on strategic marketing and information, comments, and data from the field to define concrete actions to meet the company’s marketing objectives. The actions thus defined can (and should) be adapted over time based on feedback and performance.
The marketing mix, theorized for the first time by Neil Borden, is one of operational marketing’s main levers. Over time, several approaches have been developed to identify consumer needs and appropriately implement products and services.
Many tools are available to carry out operational marketing actions: direct marketing, advertising, digital marketing. These tools can be integrated into inbound or outbound marketing strategies. Therefore, the options are not lacking and are continually evolving.
To ensure the relevance of the actions with the established marketing strategy, it will be imperative to measure their performance. In this way, you will adapt investments according to the most promising channels or content.

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