Being ‘reactive’ in the days of Web 1.0:
See / hear demand for particular product or service. Discuss with Marketing Team. Agree to run a print advert in a leading magazine that will be published in three weeks time. Three weeks passes, print ad runs, target audience no longer has need for product / service required three weeks ago.
Being ‘reactive’ in the days of Web 2.0:
See / hear demand for particular product or service. Act upon it:
The deluge of snowy weather currently causing chaos around the UK may be keeping many marketers from their offices, but has this stopped the flow of marketing communications? Far, far from it.
Several outdoor brands (as well as supermarkets) are turning the winter weather to their advantage, pushing out marketing communications through – you guessed it – social media.
‘But there’s no ROI!’ the doubters continue to scream. ‘We can’t measure anything!’
That’s right – we can’t measure the value of being instantly reactive and being able to offer real-time marketing to our customers. Why?
Because it’s priceless.