
As the year 2020 comes to an end, what could be better than preparing to make 2021 the best year yet? Check out the last in our ‘Countdown to 2021’ series of great marketing tips from our team to help get the new year off to a good start. If you missed the last two posts, check them out here: Digital Marketing Tip Countdown – Day 3 & Digital Marketing Tip Countdown – Day 2
Erik Martinez, Vice President

One of the many lessons that 2020 has taught us is that when business drops precipitously or increases dramatically in a short period of time, our ability to manage the rapid change depends a lot on how effective we are at managing our operations in general and, more specifically our marketing operations. What is marketing operations? I’m talking about the blocking and tackling of getting all of your content (promotions, messaging, photography, videos, articles, social media posts, etc.) produced and delivered to the target customer on a specific platform and making sure that the customer experience is top-notch.
Program Execution
Just think of what you do to prepare for a Black Friday promotion, from preparing the message for the hero images on the home page to the graphics used on the mail campaign, to the copy that goes on a landing page(s), to the video post that goes out on Facebook and Instagram. Think about the links that have to be generated and tracked, the setup of the promotion code(s) on the website, the training with your customer service/sales teams on how the promotion will work, the fine print that the legal team (or person) requires on each ad, working with the inventory team to make sure that you have stock to support the promotion for ecommerce retailers or ensuring that your physical locations have the right signage and printed materials.
There are numerous steps in the process to guarantee that great ideas have the best chance to succeed. The best companies don’t always have the best ideas, but they often execute them better than their competition.