Why Reactive Marketing/Communications is Stupid

First and foremost, I got this blog post idea from Brian’s blog post of True Impact Communications. It is a great read and hopefully this post will complement it well.

Like Brian states in his post, there are many bright business executives that are top-notch in their industry, yet do not put any real emphasis in their marketing activity. Why? The reasons vary, perhaps they believe their target audience is such a niche market that is doesn’t matter. Or WOM and some marketing activity when the business has extra capacity is more than enough.  However in this day and age, relying on reactive marketing is becoming more costly than being pro-active. And here’s why:

-Lacks Sustainability: Writing a press release every blue moon, or creating a marketing campaign once a while hurts the brand more than it helps. Like all communications, working on your activities gradually works better than spending two solid weeks on blitzing your audiences.

-Lacks Credibility:  Ten years ago, if a company didn’t have a website, it wasn’t that big of a deal. In 2009, it is almost expected. Five years ago, bloggers were given little thought. Now, people are weary of business executives that don’t blog. Also, if your competitors are actively marketing their services, are you really willing to simply let your work do the talking? Is it safe to rely on the consumer to research all their options? Please! The brightest star is noticed first, so the one who puts their name out there will be known. If you are not going to market yourself, why should the consumer seek you out? 

-Immediately Playing Catch-Up: In a business world that is saturated in so many industries, being the one left in the dark is not appealing to most businesses. Having a reactionary marketing plan starts you off in the back seat. The forerunner gets to shape how the conversation is going to go, and who is going to start it. Their name goes out first, and then you have to decide whether you respond or don’t respond. No one likes to be forced to make that kind of decision. 

Take the initiative and build your marketing activity on the principle that being proactive is better than the reactive approach. Businesses are usually better off.

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