Proactive vs. Reactive Marketing
One of the toughest decisions organizations face is how to market their product or service. Whether launching a campaign through traditional or online mediums, there is an endless amount of tactics that can be used. Regardless of the tactics you choose to use, both Proactive and Reactive Marketing strategies should be included in your marketing efforts.
Proactive Marketing occurs when an organization conducts research and uses that data to develop objectives over a period of time. This type of marketing includes thoroughly planned out campaigns, social media content and/or ads. The date that content or campaigns are posted or shared is meticulously thought out – for instance, timed for a certain event, season, or Holiday. According to SproutSocial, “Proactive marketing helps brands get more out of their social media engagement strategy. It shows your audience that you’re actively trying to connect and communicate with prospects and customers.”
Reactive Marketing, on the other hand, is based on current events and therefore is not planned ahead of time. This content is an in the moment response to engage with other content or happenings. It is extremely relevant and engaging. Reactive marketing also allows brands to create a positive brand image while reaching a wide range of people. According to Proquo AI, “Looking at global marketing trends this year, Deloitte found 82% of consumers would repeat business with a brand if the brand could prove they were in tune with their needs.”
There are a few pros and cons of each marketing strategy to be aware of:
Proactive Marketing
Pros
- Delivers key message to target audience
- Helps build and maintain a strong brand loyalty
Cons
- Requires more effort and time
- Content must be planned and created ahead of time
Reactive Marketing
Pros
- Create viral buzz around brand
- Enables you to listen and engage with consumers
Cons
- Faces major competition from top brands
- Requires constant social listening and a quick turnaround of content
It is extremely important to know when to use each of these forms of marketing for different situations. Posting something in the moment, when it really should have been planned out, can be extremely harmful to one's business. In the same way, focusing too much time on Proactive Marketing can cause you to miss out on valuable opportunities. A balance of both is key to marketing effectively with your audiences. The results will be rewarding!
