Proactive marketing is planned marketing well in advance while making analysis of the situation. This analysis is regards to a situation that can arise and can affect a company’s marketing strategy. However, reactive marketing is a different strategy and is a measured one according to the situation. It is also sometimes known as ‘flexible marketing strategy’, a term you won’t find in the marketing text books. However, it’s synonymous association is with reactive marketing.
Something i.e. based on circumstances or a set of conditions. Hence, a situation that can change your initially planned marketing strategy is known as ‘Reactive marketing’. It might alter all aspects. Also, some generic ones that doesn’t matter, what matters is that it can affect the initial strategy. A ‘Time’ dependent phenomenon that is changed due to the changing circumstances. Along with the changes in time, in ‘Reactive marketing’ there can also be a change in budget strategy. Hence, that is primarily due to the changing circumstances.
REACTING IN CRISIS THROUGH PREDICTIVE STRATEGIES:
A planned marketing strategy is independent of any circumstances. Hence, as it can make proactive assumptions of how things can shape up. Furthermore, even due to the certain circumstances or a crisis for e.g. COVID-19. Also known as ‘Predictive marketing strategy’ is certainly a bonus in terms of making useful predictions. Hence, regards to how things can shape up in future. Predictive marketing tools are the means that helps in successfully implementing Predictive marketing. These tools helps in maintaining the marketing approach needed for the company. It’s a highly proactive part of the marketing environment created. How to react in a crisis situation? A question that marketers ask themselves well in advance while they make proactive marketing strategies. It generally also depends on the type of crisis that’s going to take place. In addition to this, the best strategy that is adopted to combat such a crisis.
KEY EVALUATIONS MADE IN PROACTIVE MARKETING:
The key evaluations made in Proactive marketing differs according to the marketing needs. Hence, it is the way your marketing team will make evaluations of the data analytics of a company’s current efforts. The next step of the organisation will be the creation of a concrete plan that will maximise the company’s efforts.
Hence, finally monitoring of the effectiveness of that plan through the course of its complete life cycle. This is a huge & valid reason why Proactive marketing approach is more feasible as compared to a reactive marketing approach. Certain benefits are associated while employing a proactive marketing approach.
Here are the benefits;
KEEPING YOUR BRAND IMAGE IN YOUR MIND:
Keeping your brand image on top of your mind will automatically motivate you. The motivations will be for making Proactive marketing strategies along with contingency planning. Successful marketing strategies must continue to keep you closer to your brand relevance. Furthermore, make you more thoughtful as the crisis hit. The best thing is to stay connected to your audience in the best possible ways. More importantly, keep providing them information that they need through a proactive approach.
GIVING FLEXIBILITY & AGILITY AT THE SAME TIME:
Another key benefit associated with Proactive marketing is giving the right flexibility and agility both at the same time. Proactive marketing strategies enhances marketing skills as they keep room for changing situations that can arise due to crisis circumstances. This is both with digital marketing strategies and all other types of marketing. Influenced with higher strategies of change management, it creates its own marketing environment.
The best thing about proactive marketing is the dynamic environment it creates for itself. Furthermore, allows you to stay ahead of key developments. It also allows you to make fruitful adjustments to your plans.
EFFECTIVELY USING YOUR MARKETING BUDGET:
Making the most effective use of your marketing budget is a benefit that the company will definitely enjoy if they know how to use & benefit from proactive marketing. In Proactive marketing, the company can launch a well-designed plan that can change along with the social climate. In the designing and launching of the plan, the marketers will invest a feasible amount of time. The best thing is that time and money will not be wasted in this strategy. This is particularly true with the marketing budget as well.
GIVING YOUR AUDIENCE THE FINEST PICTURE:
The most effective benefits comes with giving your audience the finest and most true picture. Most of the people in your target audiences are in one way or the other affected by the crisis situation. Therefore, the target audience can truly understand what’s closer to the true picture. Hence, how things have been moulded by the marketers and the company. Finally, a proactive marketing campaign allows the company to identify the needs of the audiences. This is a step that comes before the creation of the plan that fills that needs.