Operational Marketing

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.

Simply put, operational marketing is action, execution and implementation of short-term plans and strategies. For example, advertising, promotions or telemarketing are operational marketing strategies.

Features of operational marketing

The main characteristics of operational marketing are the following:

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

Operational marketing actions

The main actions or functions of operational marketing can be summarized as follows:

Operational and strategic marketing

Many times, when talking about operational marketing, one thinks of the strategic marketing. However, these two are different types of marketing but that they act together.

In principle, it must be borne in mind that operational marketing is one that is responsible for carrying out actions and developing what strategic marketing "thinks". Namely, operational marketing is in charge of actions and strategic marketing of strategy.

Another factor to take into account is that operational marketing focuses on short-term actions, while the strategist performs his actions at medium and long term.

Finally, tactical or operational marketing works about products, while strategic marketing work on results.

Examples of operational marketing

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

• A company decides to carry out a social media contest, this type of action is part of operational marketing.
• The packaging of a certain product is made by operational marketing.
• The implementation of a marketing strategy it is carried out by operational marketing.
• The presence of a company at an eventLike an exposure, it is an action carried out by tactical or operational marketing.