Marketing operation

A marketing operation is a marketing communication action that combines a target, a channel and a message.
It is a component of a marketing campaign which generally groups several operations around a common objective.

The various marketing operations of a campaign can be grouped into successive steps to trigger a "device" or a "marketing scenario".

They can be played out on a one-off or recurring basis on a marketing calendar (media planning) or simply be triggered by user actions (this is called a trigger operation).