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Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics. Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy. * Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer. * Activation based on direct-response marketing will focus on generating immediate sales transactions. ==Planning the activation== Before executing its marketing activities, a firm will benefit from identifying which customer groups to target. “By focusing on some fewer influencers only, activation can become more efficient and higher returns can be expected.” Customer data is a significant source of information for planning marketing activation. 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” 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Marketing activation」の詳細全文を読む スポンサード リンク
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