McDonald’s is said to be a good example of a company that can effectively reach a diverse audience. This poses a challenge because, for example, “direct marketing activation triggers that were accurate 6 months ago, may now be quite inappropriate.” Īnother challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions. Customer preferences and attitudes keep evolving and require managers to adapt rapidly. One of the challenges is dealing with an ever-changing marketplace. There are however challenges that managers will face in putting in place a marketing activation program. 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” Challenges Ī successful marketing activation will allow businesses to increase their profits and reach their strategic goals. “By focusing on some fewer influencers only, activation can become more efficient and higher returns can be expected.” Ĭustomer data is a significant source of information for planning marketing activation. Activation based on direct-response marketing will focus on generating immediate sales transactions.īefore executing its marketing activities, a firm will benefit from identifying which customer groups to target.
Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer.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.ĭepending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
Marketing activation is the execution of the marketing mix as part of the marketing process.
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