Biddable Blog What is Reactive Marketing and How you Can Use it?

What is Reactive Marketing and How you Can Use it?

ByTony Bury

Reactive marketing, also known as real-time marketing, is a marketing strategy that involves responding quickly and effectively to timely events, trends, or conversations happening in the world. It requires monitoring current events, social media discussions, and cultural trends to identify opportunities where your brand can engage and connect with your target audience in a relevant and timely manner.

To apply reactive marketing to your brand, consider the following steps:

1. Stay informed: Keep a pulse on the latest news, trends, and conversations in your industry and beyond. Follow relevant news outlets, monitor social media platforms, and use tools to track keywords or hashtags related to your brand or industry.

2. Identify opportunities: Look for moments, events, or trends that align with your brand values and target audience. These can include holidays, cultural events, trending topics, or viral moments. Identify opportunities where your brand can add value, provide insights, or contribute to the conversation.

3. Act quickly: Timing is crucial in reactive marketing. Once you identify a relevant opportunity, act swiftly to develop and execute your marketing campaign or messaging. Be agile and prepared to respond in real-time, as the window of opportunity may be short-lived.

4. Be relevant and authentic: Ensure that your reactive marketing efforts are aligned with your brand’s identity and values. Your messaging should be relevant to the event or trend you’re responding to, while still remaining true to your brand’s voice and tone.

5. Engage with your audience: Utilize social media platforms and other relevant channels to engage with your audience in real-time. Respond to comments, encourage discussions, and encourage user-generated content related to the event or trend. This helps to foster a sense of community and connection with your brand.

6. Measure and learn: After your reactive marketing efforts, evaluate the impact and response. Analyze the engagement, reach, and sentiment of your campaign to understand its effectiveness. Use these insights to refine your approach in future reactive marketing initiatives.

Remember, reactive marketing can be a powerful tool, but it also requires careful consideration and sensitivity. Ensure that your brand’s response is appropriate, respectful, and aligns with your overall marketing strategy.