digplanet beta 1: Athena
Share digplanet:

Agriculture

Applied sciences

Arts

Belief

Business

Chronology

Culture

Education

Environment

Geography

Health

History

Humanities

Language

Law

Life

Mathematics

Nature

People

Politics

Science

Society

Technology

Marketing activation is the execution of the marketing mix as part of 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.

  • Brand activation, sometimes called brand engagement 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[edit]

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.” [1]

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” [2]

Challenges[edit]

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.”[3]

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.”[4]

Data-driven marketing activation[edit]

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. Often, 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.” [5]

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.”[6]

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.”[7]

Online video[edit]

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. YouTube, for example, “has given marketers a platform for celebrating and amplifying nearly every marketing activation.”[8]

Sports marketing[edit]

Marketing activation techniques are commonly used in sports marketing. 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”[9]

What it is not[edit]

Even though marketing activation encompasses most marketing activities a firm will execute, some approaches, in the fields of communication 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.”[10]

Notes[edit]

  1. ^ Nalica, Angela; Barrios, Erniel B.; G. Lansanga, Joseph Ryan. "Identifying Influencers of Consumer Activity". Working paper series. School of statistics - UNIVERSITY OF THE PHILIPPINES DILIMA. Retrieved 18 August 2011. 
  2. ^ G. Lansanga, Joseph Ryan; Barrios, Erniel B. "Forecasting Customer Lifetime Value". Working paper series. School of statistics - UNIVERSITY OF THE PHILIPPINES DILIMA. Retrieved 18 August 2011. 
  3. ^ Wood, Andy (June 2009). "Speaking my language?". Journal of Financial Services Marketing 14 (1): 92–97. Retrieved 18 August 2011. 
  4. ^ Anonymous (October 1, 2010). "What are the most crucial factors to effectively reach multicultural youth?". PRWeek. Retrieved 18 August 2011. 
  5. ^ Nalica, Angela; Barrios, Erniel B.; G. Lansanga, Joseph Ryan. "Identifying Influencers of Consumer Activity". Working paper series. School of statistics - UNIVERSITY OF THE PHILIPPINES DILIMA. Retrieved 18 August 2011. 
  6. ^ Stahlberg, Markus; Maila, Ville (2009). Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. Kogan Page. p. 107. ISBN 978-0-7494-5702-0. 
  7. ^ Nair, Ciju T.R. "ESSAYS ON ONLINE BROWSING AND PURCHASE". Dissertation presented to the Graduate School of Arts and Sciences of Washington Universityin partial fulfillment of the requirements for the degree of Doctor of Philosophy. WASHINGTON UNIVERSITY - Olin School of Business. Retrieved 18 August 2011. 
  8. ^ Jarboe, Greg; Reider, Suzie (2009). YouTube and Video Marketing: An Hour a Day. John Wiley and Sons. p. 474. ISBN 0-470-45969-7. 
  9. ^ R. Chase, Christopher; Rick Kurnit (8 April 2010). "Fighting for what is left of exclusivity: Strategies to protect the exclusivity of sponsors in the sports industry". Journal of Sponsorship 3 (4): 379–393. Retrieved 18 August 2011. 
  10. ^ Bhatia, B. S.; Batra, G. S. (1995). Management of Public Enterprises: Performance and policy perspectives. University of Michigan: Deep & Deep Publications. ISBN 81-7100-731-7. 

Further reading[edit]


Original courtesy of Wikipedia: http://en.wikipedia.org/wiki/Marketing_activation — Please support Wikipedia.
This page uses Creative Commons Licensed content from Wikipedia. A portion of the proceeds from advertising on Digplanet goes to supporting Wikipedia.
186382 videos foundNext > 

Fast lane activation marketing campaign showing creativity

Great activation activity - super creative idea. More stories like this one http://www.michaelleander.me/blog/

Heineken Sensation Brand Activation 2012

Project: Brand activation for Heineken at Sensation Asia 2012 Client: Massive Music Amsterdam Description: Heineken was looking for non-instrusive ways to in...

Marketing Activation Programs - MetroMedia Technologies

Marketing Activation Programs at SuperBowl XLVIII - MetorMedia technologies http://www.mmt.com http://www.facebook.com/metromediatech http://www.twitter.com/...

The Ultimate Event Marketing Photo Activation - The FotoZap Camera Array

Find out more at: http://picturemarketing.com/info/cameraarray The FotoZap Camera Array is a slew of professional cameras that are synchronized to all captur...

Arcade Games for Marketing Activation

Arcade Games for Marketing Activation are offered for parties, special events, tradeshow and promos. Our site is http://www.nationalarcadelease.com and our t...

Coca Cola Marketing Asset Activation Program from The Howard Company

Lesboa Guerrilla Marketing activation by FunnyHow?

Sometimes half the communication is already done.;)

Ice Cream Trucks for Rent used in marketing activation campaigns

Ice Cream Trucks for Rent used in marketing activation campaigns . What is a great ideal for advertising companies to use for food advertising? ice cream tru...

Mobile Photo Activation with Real-Time Social Media Marketing...event technology by Catch the Moment

http://www.catchthemoment.com - Catch the Moment's technology allows you to provide custom-branded photos as part of a one-to-one marketing touch point with ...

Ice Cream Trucks for Events and marketing activation

Ice Cream Trucks for Events and marketing activation . Exactly what is a good perfect for advertising business to use for food marketing? ice cream truck ren...

186382 videos foundNext > 

61 news items

Marketing Week

Marketing Week
Tue, 22 Jul 2014 09:45:27 -0700

Coke said this was the result of a “strong” marketing activation around the FIFA World Cup, a shift in the Easter holiday and stabilising economic conditions in certain markets, such as the UK. Globally, the company's bottom line has been hit by ...
 
Wall Street Journal
Mon, 28 Jul 2014 06:07:30 -0700

Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion(TM) approach to delivering comprehensive, business solutions ...

Retail Times

Retail Times
Mon, 28 Jul 2014 03:30:00 -0700

Unless suppliers understand what these factors are, relative to their own products, any marketing, activation or even new product development activity will not be as informed as it could be or needs to be. This means budget being committed on the basis ...
 
MarketWatch
Tue, 22 Jul 2014 07:15:00 -0700

Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions ...
 
MarketWatch
Thu, 17 Jul 2014 07:26:15 -0700

Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions ...
 
Hindustan Times
Wed, 16 Jul 2014 00:30:00 -0700

Projects: Scrapbook Community-building, brand marketing- activation, vendor development and merchandising. You ought to know: Community marketing interns will work closely with the LimeRoad Style Council which has on board celebrities like Neha ...
 
MarketWatch
Fri, 18 Jul 2014 15:30:00 -0700

Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions ...
 
Marketwired (press release)
Tue, 08 Jul 2014 18:30:00 -0700

Together, the PGA TOUR and BDA will work to add value to the PGA TOUR's Official Marketing Partner relationships both directly through the development and execution of marketing activation programs as well as indirectly via incremental brand value ...
Loading

Oops, we seem to be having trouble contacting Twitter

Talk About Marketing activation

You can talk about Marketing activation with people all over the world in our discussions.

Support Wikipedia

A portion of the proceeds from advertising on Digplanet goes to supporting Wikipedia. Please add your support for Wikipedia!