The typical scenario is often an unfortunate one, where companies need to switch to reactive marketing out of desperation or a dramatic shift in the state of the world. When COVID hit two years ago, almost every business's marketing plans went out the window. And as you can recall, many even shut down completely. Scheduled campaigns were canceled and replaced by impromptu and unprepared versions of their originals because of slashed budgets, shipping delays, and consumer behavior. For many, this was a devastating introduction to reactive marketing. But, now's the time to move forward and begin planning a bright future for your company.
Proactive vs. reactive
Proactive marketing uses analytics and planning to determine the best direction for a marketing strategy before the campaign is actually launched. While the campaign is in progress, the team also analyzes the performance and adjusts accordingly, noting any changes to implement the next time around.
On the other hand, reactive marketing is implemented without any prior analysis or planning, and the results of the campaign are reviewed at the end. Reactive marketing campaigns are often created in response to competition or trends or, like we mentioned, a drastic shift in the marketplace. Reactive marketing can be extremely risky because it can affect a brand's reputation while also draining time and resources.
Our marketplace is continuously changing, but it's still possible for a company to choose proactive marketing during this climate.
Research first
Before even conceptualizing a marketing initiative, you'll need to do some research first. Your team will first analyze your company's current affairs and the overall goals you want to reach. The end of the year is an excellent time to do evaluations and, of course, before planning for the upcoming year. Take a look at what did and didn't work out and make adjustments for next year's marketing plan.
After looking over company data, it's time to identify and review your audience's needs. Your plan will come full circle after determining your customer's future pain points and then fulfilling them. What can you offer your customer, considering the state of the world? Find a way to let them know you are there for them as life shifts into its "new normal." Not only do you care for your customer, but you also need to remain relevant. If you learn to analyze the trends of your target audience, you'll successfully be able to predict their future needs leaving you one step ahead of the competition. Next thing you know, your whole industry will look to you and say, "Why didn't I think of that?"
Make a plan…and stick to it
After your research is complete, you'll want to set specific goals for the campaign. Setting such goals helps to measure its success and show you where changes need to be made if you rerun the campaign in the future.
Most marketing initiatives need to enter the planning phase at least a year ahead. Although the creative aspect may begin a few months before launch, most companies will require their budgets estimated a year out. Planning this early is critical so that the marketing team is supplied with all the resources they will need to execute an incredible campaign. The crew can book out contractors and ensure adequate product supply, so everything runs smoothly. There is never any scrambling with proactive marketing, which saves the company money and the added stress. Setting budgets and estimated returns is also vital for high-level business operations. Therefore, if the marketing team sticks to the set costs, the whole company flourishes.
The social climate will continue to shift long after the pandemic is over. Companies need to remain flexible while staying ahead of any oncoming developments. As changes in our world arise, marketing strategies will need to adjust to fill the needs of their customers. The more your team is planning ahead, the easier this will become.
Proactive is the only way to perform marketing if you are a luxury brand because it results in a more intentional, curated, and relevant form of communication. A reactive approach can come off as messy and random to an audience who was once loyal to you. Similar to a strategic tone of voice, campaign strategy also needs to be consistent and mindful.
Is your marketing team using a proactive approach for the upcoming year? Take a look at our services. We'd love to hear your ideas and see where we fit into your plan.
