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[\/et_pb_text][et_pb_image src=”https:\/\/lowgravitysolutions.com\/wp-content\/uploads\/2020\/12\/LGS-Digital-Marketing-Operations.png” alt=”LGS Digital Marketing Operations” title_text=”LGS Digital Marketing Operations” admin_label=”Image” _builder_version=”4.16″ _module_preset=”default” width=”75%” width_tablet=”100%” width_phone=”” width_last_edited=”on|phone” module_alignment=”center” min_height_tablet=”” min_height_phone=”” min_height_last_edited=”on|desktop” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” custom_margin=”|0px||0px|false|true” custom_padding=”|0px||0px|false|true” sticky_enabled=”0″][et_pb_row _builder_version=”4.20.4″ _module_preset=”default” custom_margin=”||-102px||false|true” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″ module_alignment=”center” width=”100%” custom_padding=”|5%||5%|false|true”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}” text_font=”||||||||” background_color=”#ffffff” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false”]<\/p>\n
Behind the scenes of brand promotion, ads, and sales, in the new digital era, a lot more goes into a seamless marketing experience for potential <\/span>customers. Which has paved the way for a new business function over the last few years, now known as Marketing Operations.\u00a0<\/span><\/p>\n In my experience, being able to merge marketing technology, creativity, data, processes, and people all into one function not only makes marketing more efficient, but cost-effective too. And I\u2019m not the only one\u2026<\/span><\/p>\n 93% of B2B marketers<\/span><\/i><\/a> believe that the Marketing operations role is critical for businesses that want to make it in the digital realm. <\/span><\/i>But what actually is it?\u00a0<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n<\/blockquote>\n I\u2019m going to get into the details of what Marketing Operations are, as well as how it fits into your business below!<\/span><\/p>\n Marketing Operations – Defined<\/span><\/span><\/p>\n The short answer is that Marketing Operations reinforces marketing strategy with infrastructure, metrics, process, and best practices. It\u2019s the ability to bring all of the facets of creative and traditional marketing together to work towards a common goal and streamline the whole process, both internally <\/span>and <\/span><\/i>customer-facing.\u00a0<\/span><\/p>\n And depending on how successful your marketing operations are, it will have a huge impact on how your sales are going.<\/span><\/p>\n So let\u2019s break it down to see exactly what marketing operations should cover in your business:<\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Section” _builder_version=”4.16″ background_color=”#ffffff” background_color_gradient_direction=”135deg” custom_padding=”0px|15%||15%|false|true” custom_padding_tablet=”|0%||0%|false|true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ admin_label=”Row” _builder_version=”4.20.4″ custom_margin=”||-102px||false|true” custom_padding=”|5%||5%|false|true” global_colors_info=”{}” sticky_enabled=”0″ module_alignment=”center” width=”100%”][et_pb_column type=”1_2″ admin_label=”Column” _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font=”||||||||” background_color=”#ffffff” custom_margin=”||||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” global_colors_info=”{}”]<\/p>\n This is the element that you\u2019re probably most familiar with. Marketing operations will help to plan marketing activities based on goals, KPIs, metrics already collected etc. Common project planning activities include:\u00a0<\/span><\/p>\n A Marketing Operations Manager will define processes and accountability up and down the creative chain to make it the most efficient and effective. Common activities include:\u00a0<\/span><\/p>\n With increasing legislation businesses also have to navigate regulations and legal limitations online. It\u2019s the responsibility of marketing operations to make sure nothing that is released by the creative or strategy side that might pose a regulatory or compliance risk to the company. Which can mean huge fines!<\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_image src=”https:\/\/lowgravitysolutions.com\/wp-content\/uploads\/2020\/12\/LGS-Mobile-Marketing-Operations.png” alt=”LGS Mobile Marketing Operations” title_text=”LGS Mobile Marketing Operations” _builder_version=”4.20.4″ _module_preset=”default” width=”91%” custom_margin=”-50px|||47px|false|false” hover_enabled=”0″ global_colors_info=”{}” align=”center” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.20.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” custom_padding=”0px||||false|false” custom_margin=”||||false|false” sticky_enabled=”0″][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.4″ _module_preset=”default” custom_margin=”-24px||||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Activities include:\u00a0<\/span><\/p>\n One of the best by-products of marketing systems, and software today is the ability to collect and interpret data.\u00a0<\/span><\/p>\n The downside?<\/span><\/p>\n You need to be able to interpret analytics that will help you without getting caught up too much in the numbers. The data is there as a strategic advantage to those who understand it and can use it. But not many business owners, and even marketing teams know how to do this successfully, which is why marketing operations brings data to the table and integrates it into the strategy.\u00a0<\/span><\/p>\n Meaning more informed and precise decisions for your business. The types of activities you would expect include:\u00a0<\/span><\/p>\n For me this is one of the most exciting elements to marketing operations, and is the area Low Gravity Solutions excels in.\u00a0<\/span><\/p>\n There are now so many options for marketing systems, and marketing technology for businesses of all sizes and this means it needs to be clearly and cleanly integrated and work harmoniously.\u00a0<\/span><\/p>\n Every new software needs to go through systems integration so that it gets mapped and configured to work together with other solutions. The analytics, reports, metrics all need to be created, analyzed, and reviewed by multiple departments so that new action plans can be designed.\u00a0<\/span><\/p>\n And in my experience, this is the area where we come on board and make the largest initial impact. Because often businesses have got a ton of different systems in place, all working independently from each other.<\/span><\/p>\n This means a lot of wasted time, money, and effort – and nothing is doing a particularly good job or reaching its full potential either!<\/span><\/p>\n So, what are some common marketing technology activities that I get asked to help with? These include (but are not limited to):\u00a0<\/span><\/p>\n There are a lot, but mainly what we\u2019re looking at is:\u00a0<\/span><\/p>\n Marketing integration, marketing automations, and systems automations can make or break the experience for both business owners and clients alike which is why technology and the correct infrastructure is so important.\u00a0<\/span><\/p>\n It\u2019s more than just social media, it\u2019s the software, processes, and workflow inside your business, for example:\u00a0<\/span><\/p>\n Let\u2019s say you have a physical store and you want eCommerce. You need stock management to integrate so you aren\u2019t overpromising and under delivering. You need to capture leads or abandoned\/incomplete sales so you can market to them and potentially convert later on, you need to have product types, quantities, reviews, and descriptions.<\/span><\/p>\n Then, a customer purchases from you in-store, you offer them a discount right there and then if they sign up to your loyalty program (which they could have also accessed online using systems integration.) Their details link with your CRM (Customer Relationship Manager) which already has an email automation set up so that in a day you\u2019ll reach out to them via email and ask for feedback, or thank them for their visit.\u00a0<\/span><\/p>\n Just in this small scenario already you\u2019ve built more of a client relationship from that one interaction and made long-term and repeat sales much more likely.\u00a0<\/span><\/p>\n After this the opportunities are endless because you can ask for reviews as social proof, directly promote, reach out on social media, send automated email sequences with items they viewed from your online store when they revisited!\u00a0<\/span><\/p>\n And voila, more sales.\u00a0<\/span><\/p>\n This is just a small example of the power of marketing technology, and the best part is that it\u2019s flexible, and scalable when you choose the right tools and systems automations!<\/span><\/p>\n Being able to navigate all of these systems so that everything operates and automates it the way you want takes skill and experience. Because it\u2019s a long-term investment that once it has been set up it keeps on giving!<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_cta title=”It has never been more important to have your business online” button_url=”\/contact\/” button_text=”Let’s Chat” _builder_version=”4.16″ background_color=”#f6bc23″ custom_button=”on” button_text_size=”18px” button_text_color=”#ffffff” button_bg_color=”#29696a” button_border_radius=”9px” button_font=”||||||||” button_use_icon=”off” background_layout=”light” border_radii=”on|15px|15px|15px|15px” box_shadow_style_button=”preset1″ box_shadow_vertical_button=”0px” box_shadow_blur_button=”80px” box_shadow_spread_button=”19px” box_shadow_color_button=”#edf000″ global_colors_info=”{}” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#1b4645″ button_bg_enable_color__hover=”on”]<\/p>\n Whether your current business is completely offline or your online business needs optimization, LGS specializes in evaluation, integration, and execution. In today’s environment, you can’t afford to make mistakes. Let us make sure you’re doing it all correctly and as efficiently as possible.<\/p>\n [\/et_pb_cta][et_pb_team_member name=”David Sandel, Founder” position=”Low Gravity Solutions” image_url=”https:\/\/lowgravitysolutions.com\/wp-content\/uploads\/2020\/11\/David-Sandel-Low-Gravity-Solutions.jpg” facebook_url=”https:\/\/www.facebook.com\/David.S.Sandel” linkedin_url=”https:\/\/www.linkedin.com\/in\/sandeldavid” _builder_version=”4.17.3″ body_font_size=”16px” body_line_height=”1.8em” position_font_size=”16px” body_link_font_size=”16px” width=”80%” max_width=”90%” custom_margin=”0px|||” custom_padding=”3px|||||” module_alignment_phone=”center” module_alignment_last_edited=”on|phone” border_radii=”on|15px|15px|15px|15px” border_radii_image=”on|15px|15px|15px|15px” global_module=”639″ saved_tabs=”all” global_colors_info=”{}”]<\/p>\n LGS provides full-service automated digital marketing for seven-figure businesses, including strategy, technology management, copy, and design. Your passion is your business. Ours is marketing and automation.<\/em><\/strong><\/p>\n [\/et_pb_team_member][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" What is Digital Marketing Operations?Behind the scenes of brand promotion, ads, and sales, in the new digital era, a lot more goes into a seamless marketing experience for potential customers. Which has paved the way for a new business function over the last few years, now known as Marketing Operations.\u00a0 In my experience, being able […]<\/p>\n","protected":false},"author":1,"featured_media":3665,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"yoast_head":"\n\n
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What Does Marketing Operations Include? (A Breakdown)\u00a0<\/span><\/h2>\n
Project Planning\u00a0<\/span><\/h3>\n
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Creative Process Management<\/span><\/h3>\n
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Risk and Brand Compliance<\/span><\/h3>\n
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Bringing Data to the Table<\/span><\/h3>\n
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Marketing Technology and Infrastructure<\/span><\/h3>\n
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Using Technology in Today\u2019s Marketing Operations<\/span><\/h3>\n