524:. 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."
503:
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
714:
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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."
527:
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
487:
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."
504:
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."
547:
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.
495:(CRM) 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"
806:
811:
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
814:
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during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
539:, "is a key conceptual framework that is routinely used by practitioners to deconstruct the marketing activation and identify key issues."
507:
Another challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions.
740:
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Even though marketing activation encompasses most marketing activities a firm will execute, some approaches, in the fields of
976:
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568:. It has been said that "with strong marketing activation and creativity, consumers should remember the sponsor's campaign"
864:
436:
915:
865:"Fighting for what is left of exclusivity: Strategies to protect the exclusivity of sponsors in the sports industry"
847:
491:
Customer data is a significant source of information for planning marketing activation. A common practice is to use
463:
Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
492:
1013:
552:, for example, "has given marketers a platform for celebrating and amplifying nearly every marketing activation."
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CRM data and models are also used to improve the effectiveness of marketing activation. One of these models, the
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564:. They are often associated with a brand sponsoring an athlete or an event in order to boost their
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which focuses on building a longer term emotional connection between the brand and the customer.
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may be viewed as broad communication operation rather than a sharp marketing activation."
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as part of the marketing process. The activation phase typically comes after the
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750:. School of statistics - UNIVERSITY OF THE PHILIPPINES DILIMA. Archived from
715:"What are the most crucial factors to effectively reach multicultural youth?"
653:. School of statistics - UNIVERSITY OF THE PHILIPPINES DILIMA. Archived from
616:. School of statistics - UNIVERSITY OF THE PHILIPPINES DILIMA. Archived from
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345:
232:
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778:
Shopper
Marketing: How to Increase Purchase Decisions at the Point of Sale
212:
187:
79:
1008:
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Passion branding: harnessing the power of emotion to build strong brands
781:
370:
907:
Management of Public
Enterprises: Performance and policy perspectives
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19:
813:. WASHINGTON UNIVERSITY - Olin School of Business. Archived from
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739:
Nalica, Angela; Barrios, Erniel B.; G. Lansanga, Joseph Ryan.
605:
Nalica, Angela; Barrios, Erniel B.; G. Lansanga, Joseph Ryan.
520:
Over the years, marketing activation has become more and more
938:; Barnes, Beth E.; Schultz, Heidi F.; Azzaro, Marian (2009).
217:
197:
934:
584:, may not qualify as marketing activation. For example, "
910:. University of Michigan: Deep & Deep Publications.
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will focus on generating immediate sales transactions.
560:
Marketing activation techniques are commonly used in
738:
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863:R. Chase, Christopher; Rick Kurnit (8 April 2010).
862:
515:
1020:
998:Small Business Association USA (marketing plan)
775:
741:"Identifying Influencers of Consumer Activity"
641:
607:"Identifying Influencers of Consumer Activity"
642:G. Lansanga, Joseph Ryan; Barrios, Erniel B.
430:
835:
962:
903:
839:YouTube and Video Marketing: An Hour a Day
482:
437:
423:
712:
807:"ESSAYS ON ONLINE BROWSING AND PURCHASE"
776:Stahlberg, Markus; Maila, Ville (2009).
688:Journal of Financial Services Marketing
1021:
940:Building customer-brand relationships
644:"Forecasting Customer Lifetime Value"
904:Bhatia, B. S.; Batra, G. S. (1995).
842:. John Wiley and Sons. p. 474.
836:Jarboe, Greg; Reider, Suzie (2009).
678:
555:
467:Brand activation, sometimes called
13:
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14:
1040:
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963:Duffy, Neil; Hooper, Jo (2009).
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516:Data-driven marketing activation
493:customer relationship management
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1:
713:Anonymous (October 1, 2010).
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878:(4): 379–393. Archived from
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10:
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361:Promotional representative
476:direct-response marketing
679:Wood, Andy (June 2009).
591:
452:is the execution of the
1014:France Commercial Guide
681:"Speaking my language?"
483:Planning the activation
356:Promotional merchandise
341:Out-of-home advertising
130:Account-based marketing
872:Journal of Sponsorship
165:Horizontal integration
969:John Wiley & Sons
351:Product demonstration
203:Corporate anniversary
748:Working paper series
651:Working paper series
614:Working paper series
474:Activation based on
450:Marketing activation
366:Visual merchandising
296:Behavioral targeting
170:Vertical integration
150:Influencer marketing
316:In-game advertising
306:Display advertising
182:Promotional content
1029:Types of marketing
399:Marketing research
336:Online advertising
326:Native advertising
321:Mobile advertising
273:Sex in advertising
90:Consumer behaviour
978:978-0-470-85052-7
953:978-0-7656-1799-6
791:978-0-7494-5702-0
530:shopper marketing
447:
446:
409:Consumer research
290:Promotional media
278:Underwriting spot
253:Product placement
233:On-hold messaging
223:Loyalty marketing
140:Product marketing
135:Digital marketing
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805:Nair, Ciju T.R.
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757:on 24 April 2012
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586:public relations
582:customer service
562:sports marketing
556:Sports marketing
537:marketing funnel
469:brand engagement
439:
432:
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404:Mystery shopping
301:Brand ambassador
238:Personal selling
228:Mobile marketing
208:Direct marketing
193:Ambush marketing
160:Annoyance factor
145:Social marketing
95:Consumer culture
75:Brand management
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929:Further reading
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1009:Austrian Law
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887:. Retrieved
880:the original
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120:Segmentation
64:
45:Distribution
39:Key concepts
1005:(in French)
522:data-driven
213:Franchising
188:Advertising
155:Attribution
80:Co-creation
1003:Definition
782:Kogan Page
694:(1): 92–97
509:McDonald's
499:Challenges
371:Web banner
258:Propaganda
65:Activation
29:Management
889:18 August
821:18 August
761:18 August
724:18 August
698:18 August
664:18 August
627:18 August
331:New media
263:Publicity
115:Promotion
100:Dominance
20:Marketing
1023:Category
388:Research
243:Premiums
198:Branding
125:Strategy
550:YouTube
60:Service
50:Pricing
993:UK Law
975:
950:
914:
846:
788:
719:PRWeek
248:Prizes
110:Ethics
55:Retail
883:(PDF)
868:(PDF)
755:(PDF)
744:(PDF)
684:(PDF)
658:(PDF)
647:(PDF)
621:(PDF)
610:(PDF)
592:Notes
218:Label
973:ISBN
948:ISBN
912:ISBN
891:2011
844:ISBN
823:2011
786:ISBN
763:2011
726:2011
700:2011
666:2011
629:2011
580:and
532:."
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