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