RGC Digital Marketing

By Richard Gerretson-Cornell

Proactive vs Reactive Consumer Marketing

proactive-vs-reactive-marketing | RGC Digital Marketing Agency Sydney

2016 has flown past ever so quickly and the majority of brands, have either planned their consumer marketing and advertising strategies for the year ahead or are in the process of producing them now. But does your consumer marketing strategy have the ability to react quickly in an ever-changing landscape should it be required?

Brands develop consumer-marketing strategies to achieve ongoing engagement opportunities for their consumers and these proactive strategies serve brands extremely well in achieving their desired goals across the year and ultimately deliver more long term benefits than one off reactive campaigns.

However, what should a brand do when they must react quickly to market or brand shifts? And how well are their consumer marketing strategies able to adapt? Reactive marketing usually doesn’t have a clearly defined outcome or budget as they are implemented quickly in reaction to varying circumstances.

There can be many reasons as to why brands may need to react quickly, some of which are as follows:

  • New products may need to launch sooner rather than later
  • Platform technological advancements which deliver content to consumers
  • Consumer behavioral shifts from one brand to a competing brand

Technology plays a big role in how consumers connect with brands. And with the digital landscape advancing at a rapid rate, it is vital for brands to capitalise on new digital opportunities as they become available, so they can enhance consumer interaction. These days, consumers are very tech savvy and it is not uncommon to see consumers adopting new technology and this is where reactive consumer marketing can ensure brands can implement campaigns to capture additional market share.

Brands will also produce reactive consumer marketing campaigns when they may see their consumers moving to competing brands. It is imperative that brands are able to identify the threat and react quickly and efficiently whilst still being able to adhere to an overall campaign objective.

What ever the reason may be it is essential that consumer marketing campaign strategies incorporate contingencies for reactive opportunities to ensure brands retain the attention of their consumers and capitalise on new digital innovations, whilst still having the end goal in mind with their core objectives.

The success of a consumer marketing campaign strategy is achieved in its ability to adapt to any climate and adopting a reactive marketing approach does not necessarily mean it has to be implemented without a clear set of goals, objectives and budgets.

For more information on how RGC Digital Marketing could demonstrate the benefits of proactive and reactive marketing opportunities for your brand, please contact Richard on (02) 8883 2988 or email richard@rgcadvertising.com.au

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