Reactive Marketing Strategy

A Reactive Marketing Strategy is some form of active marketing action plan. It is found in almost all business models. These can be complex and incorporate all forms of media to include print, television, radio, and social media channels. It can also be as simple as hanging a poster in a window or distributing paper fliers at an event.

Reactive marketing is the polar opposite of Proactive Marketing because instead of working to anticipate changes in consumer markets, it usually takes place because of unforeseen or unplanned for competition. For example, if a company decided to advertise a product using a celebrity spokesperson, a competing company using a reactive marketing campaign might also hire a celebrity to endorse their product. Similarly, when prices are lowered by a competitor the reactive marketing plan would be to lower prices further.

A proactive marketing campaign develops new products and services not as a response to a competitor’s actions, but as an original creation. Or another proactive approach would be to enter into a new form of promotion or medium.