Posted in Marketing and Strategy Terms, Total Reads: 311
Definition: Marketing Activation
Marketing Activation is the process of the execution of the elements of the marketing mix (such as product, price, place and promotion) as a part of the marketing process, so as to get better results and also provide greatest return on the customer marketing investment.
Activation focuses on trying to better enhance the process of purchasing of a product by a customer. A Marketing Activation program, if properly executed and coordinated, can measure, and can be used to strategically plan to meet the key marketing and business objectives, within deadlines. These types of programs can augment and accelerate the activity and the impact of already existing programs. Marketing Activation strategies are useful in identifying opportunities in marketing and to shift consumers to the right point of contact with the right information.
Marketing activation can be broadly divided into two types: Brand Activation and Activation. This classification is on the basis of direct response marketing.
Brand activation refers to the process by which the value of the brand is “activated”. Here, the main objective is to connect the brand with the customer on an emotional level. The focus here is on building a long term emotional connection, between the consumer and the brand.
Activation based on direct response marketing generally focuses on generating immediate sales (short term).
If brand activation is carried out properly, consumers will have a favorable and strong opinion about the brand due to the personal interaction, and they will spread this opinion among others as well.
For example, after the launch of a new car, the company invites people to come and test-drive the car to get a feel of it, to prove to its potential customers how well it works, as compared to the customer’s old car.