![]() 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.” Data-driven marketing activation McDonald’s is said to be a good example of a company that can effectively reach a diverse audience. ![]() This poses a challenge because, for example, “direct marketing activation triggers that were accurate 6 months ago, may now be quite inappropriate.” Īnother challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions. Customer preferences and attitudes keep evolving and require managers to adapt rapidly. One of the challenges is dealing with an ever-changing marketplace. ![]() There are however challenges that managers will face in putting in place a marketing activation program. A common practice is to use customer relationship management 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” Challenges Ī successful marketing activation will allow businesses to increase their profits and reach their strategic goals. “By focusing on some fewer influencers only, activation can become more efficient and higher returns can be expected.” Ĭustomer data is a significant source of information for planning marketing activation.
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