What Is the Difference Between Reactive & Proactive Marketing?

There are two main types of marketing, proactive and reactive. Most experts agree that the healthiest marketing plans include a balance of both.

What is Reactive Marketing?

Reactive marketing refers to marketing that is a "reaction" to the marketing of your competitors. For example, if your competitor offers a sale, you decide to have your own sale, maybe even with a slightly sharper discount.

What is Proactive Marketing?

Proactive marketing requires you to do something creative with your marketing. Proactive marketing campaigns are campaigns that do not mirror campaigns of your competitors and are completely new ideas.

Which is More Effective?

The question as to which type of marketing is more effective on its own has been debated by experts for decades. Unfortunately, they still have not come to a conclusion. Yet, most of them agree that you should do some of both types of marketing.

Which is Easier?

Reactive marketing is by far an easier approach. It takes a lot less time, money and brainpower to modify someone else's idea than to create your own new, fresh idea.

Creating Proactive Campaigns

One of the biggest hurdles to creating a proactive campaign is simply coming up with the right idea. Brainstorming sessions with your team and listening to your customers are the most valuable tools here.

References

• "Reactive Marketing v. Proactive Marketing;" Shannon Cortina; 2009
• "Proactive Versus Reactive Marketing;" Robert McCourty; 2003