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.