Description

Resolutely focused on results and customers, this operational marketing training offers a complete approach to effectively build, implement and manage an omnichannel operational action plan, consistent with the marketing strategy.

By integrating new digital platforms, it proposes building an operational strategy based on characters and integrating the creation of relevant content.

In an omnichannel and phygital logic, it offers an overview of the different communication actions, specifying the objectives and specificities of each. to enable the implementation of appropriate action plans that meet your objectives. Management tools and dashboards also make it possible to measure the effectiveness of actions.

Who is this training for ?

For whom ?

Operational marketing manager taking up position, operational marketing and communication project manager.

Prerequisites

 

• Aucun.

 

 

 

 

Training objectives

Alignment of marketing and operational strategy

Implement an omnichannel and phygital operational marketing plan

Manage and evaluate the performance of communications activities

Optimization of commercial synergy

Training program

• Integrate the key stages of the operational marketing approach
  • - Align marketing and operational strategy.
  • - Establish a coherent omnichannel communication strategy: OMNICOM approach.
  • - Define communication objectives.
  • - Build and target your personas.
  • - Define your content strategy with ABM.
• Build the omnichannel marketing plan
  • - The key stages of building the plan.
  • - The creative work plan and the brand platform.
  • - Using marketing automation to build omnichannel campaigns.
• Use relevant omnichannel operational actions
  • - Website and SEO (SEM, SEO, SEA).
  • - Media on and off line. (TV, radio, programmatic native display)
  • - RP on and off line (trade show, press kit, webinar, white paper).
  • - Direct on and off line marketing (emailing, newsletter, SMS).
  • - On and off line relational marketing ( clubs, social networks).
  • - Brand advocacy and social selling.
  • - Influencer marketing.
  • - Ensuring the consistency of actions: the POEM model.
• Build synergy with salespeople
  • - The marketing-sales-customer service synergy, the sales enablement approach.
  • - Develop appropriate sales pitches.
  • - Create marketing support materials. digital and dynamic sales.
  • - The commercial action plan.
• Manage actions and measure results
  • - Evaluate the budget and resources necessary for implementation.
  • - Management tools.
  • - Build your dashboard and key indicators by actions.