Reactive Marketing
Reactive Marketing
strategy is referred to a marketing strategy that takes place due to unforeseen
competition. The big wide world of social media is now the major place of
reactive marketing. At certain times, companies go with this approach to ensure
their survival in the market and gain profits.
Social media is now the
major place of reactive marketing as it helps in generating an incredible rate
of engagement for brands. Here, brands place their product or service in places
where consumers are already looking for it actively.
Reactive marketing can
be done through many channels. Search Engines like Google, Yahoo or Bing is one
among the many channels that lets you display your brand’s offerings via
results displayed on the search engine results page (SERP) by entering keywords
your consumers are searching for. It can be done either through paid ads, local
search or through organic search results. Directory websites, another channel
for reactive marketing, lets you publish about your product/service in dedicated
directory websites like TripAdvisor and IndiaMart.
For example, social
media erupted when the wrong contestant was announced as the winner during the
2015 Miss Universe Contest. Burger King hopped into this conversation saying
their iconic crown was one that could be kept and worn by everyone with their
tweet going like “At BK everyone gets to keep their crown.” The willingness to
react in real-time while staying in limit with their brand voice helped them
gain tremendous engagement.
To stay on top of
reactive marketing strategy, keep a pulse on social media trends and stay aware
of potential marketing opportunities. Keep your message easy to understand and
entertaining to boost engagement.
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