Marketing has existed since at least the time of ancient Greece, when "criers" were used to advertise products and trinkets to encourage consumers to trade or buy. In the last century, marketing operations (MO) have pushed the art of marketing to consumers at the higher level.
Marketing operations defined
Traditionally, MO was used to prove the value of marketing efforts, track and record marketing efforts, and determine what worked and what did not work. This has allowed organizations to adapt their methods faster and more economically. This has been invaluable for many companies by allowing them to quickly adapt marketing to changing customer behavior and market conditions, in order to increase market share and improve overall value. of each customer for the company.
Nowadays, marketing operations involve a much more technical and analytical approach to the factors mentioned above. Processes are a big part of running a marketing team, with several elements thrown into the overall plan to evaluate and improve marketing performance markers and strategic planning:
- Segmentation and targeting.
- Brand and alignment messaging.
- Marketing research.
- Budget and ROI.
- Development of marketing process.
- Development of marketing measures.
- Professional development.
- Systems and data used to market the most effectively.
The burgeoning of databases, intelligent analytics and rapid global changes occurring in the technological space also accelerated the pace of growth of marketing operations. As MO grows and matures, business revenues explode and scaling can be done overnight.
Marketing Operations: History and Evolution
Here is the memoir on the history of market operations:
By browsing the computer graphics displayed on this page, it becomes very clear that technology is the only way that the concept and principles behind marketing operations could have come into being. Without the advancement of radio technology, the idea of segmentation would never have become a common practice.
The early developers of the MO space, such as P & G and MSI, brought the concept of branding, brand awareness and market research to the fore. at the forefront of business. Their success will eventually encourage companies at the time to devote more resources to marketing as a whole rather than focusing solely on the development of smart products.
The Basics of Modern Marketing Operations
Peter Drucker is well known as the father of marketing operations, as well as defining the two main goals of any business: marketing and innovation. He asserted what is now common in business and marketing: that it is the job of a business to acquire customers by finding what they want the most, and then build it for them.
The era of information began a few years later, with technology pushing marketing towards the heavy data analysis approach that is used today. hui. A strange thing happened from the early 80s until the second decade of the new millennium. Although Drucker clearly demonstrated in the 1970s that marketing and innovation were the key to business success, the rise of data quickly made US companies forget the relationship they had with their customers.
Customers from several industries became a number on a piece of paper. Around 2006, many MO directors began to find their place in marketing awareness. Although it's only an opinion, one can assume that the growing wave of social media has brought great marketing data and the tools used to tailor them to the needs consumers. This has once again encouraged market research, relationship building and innovation in all areas.
Flash forward to today, and marketing operations are much more data driven, but the customer really has a face and a name. So interesting to see the story first-hand, and perhaps consider how much further MO would be today "The godfather of modern marketing", Drucker's words were considered gospel at the same time. era as they are now announced today.