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 Reactive Marketing

Reactive marketing is a strategy of adapting to customer needs, perceptions and behaviors in real-time. This can be done through real-time personalization, like making recommendations and sending notifications based on the current context or by responding to customer feedback in a timely manner. 

This article will explore various ways of embracing reactive marketing for your business.

I would love to learn more about reactive marketing! This article will share information from experts such as Michele Weldon and Rajeev Sinha who have years of experience in the field.

This article will be organized in the following way:

What is reactive marketing?

Types of Reactive Marketing

Examples and Case Studies of Reactive Marketing

Conclusion and Acknowledgments.

What is Reactive Marketing?

Marketing activities, until recently, have been based around mass communication of a single message to a group or individual audience. However, today’s customers have become extremely demanding because they have more access to information than ever before and expect businesses to respond to their needs in real-time. Businesses are able to better serve customers by responding to their needs based on their current state such as location, time of day, emotional state or even the products or services they have already purchased. Using a reactive strategy, businesses are able to better serve customers by responding to their needs in real-time. In other words, reactive marketing is a strategy of adapting to customer needs, perceptions and behaviors in real-time. This can be done through real-time personalization, like making recommendations and sending notifications based on the current context or by responding to customer feedback in a timely manner.

An article published by The New York Times defines reactive marketing as: “a new way of thinking about marketing that looks at consumer activity as it happens—in real time—instead of after the fact.” In other words, reactive marketing is about adapting to customers’ needs as they occur.

According to an article published by Oracle B2C Customer Care, “the goal of a reactive marketing strategy is to show customers who you are, what you have to offer and where you can be found in real time.”

Types of Reactive Marketing:

There are several ways for businesses to leverage the power of reactive marketing. Here are some of the most common examples:

The Key to Reactive Marketing: Know Your Customers’ Needs and Habits

As with any marketing strategy, the success of reactive marketing depends on a business knowing its customers. In order for a business to do this, it needs to collect data about its customers and their behaviors. This can be done through customer surveys, in-person interviews or by using focus groups. These methods help businesses collect data about their customers’ needs and habits. Once collected, this information is then used to make recommendations and send notifications as requested by customers in real-time.

In wake of the constant media coverage and fast mobile data speeds in recent years, businesses are recognizing that consumers are becoming more involved with their brands. This involvement involves constant interaction and feedback. Businesses should jump at the opportunity to respond to this feedback in real-time. A recent study reveals that 61 percent of customers are willing to pay more for products and services that are personalized to their tastes and preferences.

According to an article published by Oracle B2C Customer Care, “customers want brands to be responsive in real-time. They want immediate answers from brands, even before they post their questions on social media.” The study also revealed that “customer service is turning into one of the most important issues for B2C's.”  Another study published by Oracle B2B Customer Care revealed that “72 percent of customers would share a bad experience with 9 or more people, while only 12 percent would share a positive experience.”

Format of the Article:

The article will be organized into the following sections:

What is Reactive Marketing? Types of Reactive Marketing Examples and Case Studies of Reactive Marketing Conclusion and Acknowledgments.

What is Reactive Marketing? The New York Times defines reactive marketing as: “a new way of thinking about marketing that looks at consumer activity as it happens—in real time—instead of after the fact.” In other words, reactive marketing is about adapting to customers’ needs as they occur. “A new way of thinking about marketing.”

According to an article published by Oracle B2C Customer Care, “the goal of a reactive marketing strategy is to show customers who you are, what you have to offer and where you can be found in real time.”

The study also revealed that “customer service is turning into one of the most important issues for B2C's.”  Another study published by Oracle B2B Customer Care revealed that “72 percent of customers would share a bad experience with 9 or more people, while only 12 percent would share a positive experience.