Reactive and Proactive Marketing

Reactive Marketing

Reactive marketing is one of the most widely used approach in the marketing that involves tactics being employed when the opportunities of challenges arise. In other words, reactive marketing is a marketing strategy that takes place because of unforeseen competition. It is contrasted with proactive marketing, which strives to plan for fluctuations in the market. It often consists of analyzing real-time, data-driven changes and aims to understand the ever-changing aims of potential customers.

Features of reactive marketing

The salient features of reactive marketing are listed as follows:

• No written marketing strategy and/ or plan.
• Referrals occur whenever the customer decides to call.
• Marketing is inconsistent and weak.
• It depends on bottom-of-the-barrel approaches, such as group on.
• When marketing is done, it is usually a, “let’s try this latest fad”.
• The attitude towards marketing is exasperation, rolled eyes and resentment.

Proactive Marketing

A marketing approach that is highly premeditated is defined as proactive marketing. In other words, Proactive marketing is a form of marketing that allows for marketers to be agile, real-time, data-driven, and adaptable to the ever-changing space of what their customers could be seeking. It encompasses all forms of marketing, but shows marketers the direction to head in to secure the most benefit before performing the actual campaign.

Proactive marketing shows a marketer what's happening in their landscape with all of their competitors now and what path marketer should take to reach their audience effectively before generating failed campaigns.

Features of proactive marketing

The salient features of proactive marketing are listed as follows:

• Creating a written marketing plan, based on homework, analysis and research.
• It is viewed and treated as manageable business process.
• It is not done based on desperation, but only with time-honored methods.
• Referrals are regularly generated through incentive programs, social media and other means.