Marketing Operations

Marketing Operations represents the evolution of traditional marketing groups of advertising, e-marketing, database marketing, promotions and sponsoring, trade marketing, publicity and public relations into an  integrated, process-orchestrated marketing platform.

Marketing Operations requires significant changes to the way marketing professionals do their respective jobs plus development of new capabilities that include:

• Voice of customer systems that use verbatim transcripts of customer interviews as they move through the phases of a customer lifecycle – no awareness, awareness, consideration, trial, purchase, commitment, loyalty, and advocacy
• Social media monitoring of conversations and discussions by customers, purchase influencers, and competitors throughout the millions of blogs, forums, social networks, and wikis that now intermediate brand marketing communications.
• Multi-channel marketing analytics that integrate into one analytic practice insights from Web analytics, database analytics, and social media analytics.
• Content-user requirements planning that translates multichannel analytics into projects and action plans detailing the creation and publishing of content that will satisfy specific customer segment
• Content optimization systems that use text mining engines, consumption profiles, enterprise taxonomies, and topic maps to organize, tag, and provision content and advertisements and related promotional material to individual online users. Content optimization also enables dynamic navigation, facetted search, and subscription-preferenda profiles that transform every page on a Web site into a home page for an individual user.
• Social marketing system and platform that supports hundreds or thousands of corporate bloggers and subject matter experts to create specialized wikis, open topic pages that users can expand, tag, and otherwise enrich, plus other emerging Web 2.0 technologies.
• On-demand video services for creating and publishing screencast video explanations and other customer self-service how-to’s.
• Certified consultants and solutioneeers program for registering and supporting independent, volunteer networks of individuals and small groups dedicated to the brand and customer success