Marketing activation

Planning the activation

Before executing its marketing activities, “By focusing on some influents 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 a customer relationship management tools and techniques to increase the impact of marketing because of CRM “provides an integrative framework in which marketing activation and customer activities collaborate to increase patronage” ^[2]

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 have been accurate 6 months ago, may now be quite inappropriate.” ^[3]

Another challenge related to marketing activation to reach different markets with culturally relevant proposals. 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 targeted events at black, Asian, and Latino youth.” ^[4]

Data-driven marketing activation

Over the years, marketing activation has become more and more data-driven. This allows for more accurate, more effective, and more successful returns. This phenomenon has become more important because it is generally effective. Often, only a small proportion of the reactants react positively to such activation, resulting in waste in marketing expenses. If a circle of influencers can be identified for certain events or phenomena, then such activities may be focused on 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 behavior related 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

Marketing activation can be enriched with the use of online tools. The advent of online video has opened up many opportunities for marketers. YouTube , for example, “has given marketers a platform for celebrating and amplifying almost every marketing activation.” ^[8]

Sports marketing

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

Even though marketing activation encompasses most marketing activities, some approaches, in the fields of communication and customer service , may not qualify for marketing activation. For example, ” public relations can be viewed as a broad communication operation rather than a sharp marketing activation.” ^[10]

Notes