VIDEO: Difference between strategic and operational marketing

Strategic marketing and the implementation of long-term goals

Strategic marketing is very important for corporations and medium-sized companies in order to secure and expand their market share in the long term and to adapt to and benefit from future developments.

• The aim is to develop concepts that focus on the whole. For this purpose, all marketing instruments are theoretically included in the planning and a fixed framework for action is developed. In contrast to this, no long-term analyzes were previously made. Operational action was required. The focus was on the implementation.
• What is meant is a process that is based on an analysis of the current situation of a company and that is provided with a forecast. Internal and external success factors are weighted and taken into account.
• You carry out competition analyzes, compare yourself with competing companies and try to identify weaknesses early on and find solutions.
• The task is to transfer external information about the environment about the current state in opportunities and risks. In this way, forecasts for the future can be made and strategies can be planned that are intended to generate long-term success.
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• However, the success of this planning can only be verified when these changes have been implemented and have produced measurable results.

Operational marketing is focused on execution

• In contrast, operational marketing deals with the specific implementation, sale and placement of products or services.
• Strategic marketing is designed for the long term and changes, for long processes that change the alignment of products and capacities. This is not operationally relevant. The aim here is to increase sales in the short term and to achieve specific targets.
• The operational part deals with short-term goals and is laid out in the decision-making area of ​​the middle management level.