How Marketing Agencies Utilise Reactive Marketing
How Marketing Agencies Utilise Reactive Marketing
Reactive Marketing, simply put, is what it says on the tin. Marketing your brand in real-time through reacting to the news of the world. Obviously, in light of Covid (and the hell that came with it) businesses and brands across the world have been producing reactive content left, right and centre on social media. Any post or advertisement which refers to lockdown restrictions or even tongue-in-cheek reference to the piss-poor management of it all falls under the umbrella term of reactive marketing.
Seems easy-peasy, right? Watch the news, and get content writing. The problem is, when everyone has their hands on the pulse waiting to post their tailor-made content, reactive marketing loses quality – favouring speed over substance. Especially when the content marketing strategy’s aim is based around humour.
So, what we get are big brands like Greggs, Burger King, or Aldi (to name a few) shovelling money and resources into reactive marketing. And who gets the credit for the reactive marketing? First come first served. Making the rest of the industry seem like the kid in class who repeats someone else’s joke louder, hoping to get the same laughs.
In simplest terms, most reactive digital marketing content needs to be quick and original, and you will be ignored if there’s a whiff of your marketing team jumping off the back of another brand’s marketing efforts.
Having a dedicated social media team in place is obviously step number one. Through this, you can ensure that the right people for the job are focused on creating content specifically tailored towards reactive marketing. It doesn’t take a lot of effort to use a scheduling platform to make sure posts go out at a routine pace – sludging out content just enough to keep the business pages active on social media.
However, a social media manager can get a month’s worth of scheduled posts set up within a day. On top of that, the real benefit can be seen through organic reactive marketing whenever unforeseen events take the internet by storm. Who knows what the Prime Minister will say next to create a rumble through Twitter, or what new innovative marketing strategy gets Linkedin in a chokehold. And Facebook! Surely it takes a Ph.D. in the Metaverse to understand how Facebook’s algorithm even works right now. But I’ll put money on the first person to figure that one out will be a social media manager.
With your social media manager now in place, the focus is now on how they can create good quality reactive content. Every good agency and business in the marketing game has a dedicated social media team (or should do anyway) so what can yours do for you to create content which stands out from the crowd, and doesn’t come across as copying some other brand’s social media strategy?
Speed is king, assuming for a hot minute that your content is witty and engaging enough to get the desired response, which is never guaranteed. So how do we crack this tough quality content nut?
Well, the first rule of reactive marketing is to understand the types of content and their shelf life. BREXIT had the public conversing and debating for over a year, meaning Burger King could release their high quality ‘Another Whopper’ on the side of a bus’s campaign and it would still get the public engaged for a while.
The more recent ‘Downing Street Lockdown party’ fiasco, however, will have a much shorter shelf life, and as such, businesses had more of a 24-48 hour window to market their brand in relation to it. Understanding your marketing shelf life keeps you creating content to keep your brand seeming topical across search engines, even if you’re not the first to crack a joke or put in your two-cents.
After that, your other consideration with reactive marketing should be to be aware of what great content is appropriate, and where to say it. Wendy’s Twitter account is iconic for their content writers’ use of pretty cutting replies to users on the platform – poking fun at individuals’ names, appearance or complaints.
But this use of synthetic personalisation wouldn’t work on LinkedIn – the home of professional freelance writers and business blog posts – even Instagram or Facebook for that matter! So getting the tone right across every platform is just as important as the speed of your reactive marketing. The last thing you want is a repeat of the ‘women belong in the kitchen’ face-palm of a tweet from Burger King on International Women’s Day.
For DA Creative Studio, there isn’t any point in us weighing up the pros and cons of reactive marketing – if you’re not doing it, you’re not paying attention. But that’s why marketing agencies like us are an essential part of the process.
Through keyword research, proactive marketing on how different platforms function, and the trends of the 24-hour news cycle (as well as top-shelf writing skills), we can ensure that the tone and message have both speed and quality. Even with the territory which comes alongside reactive marketing, brands can’t risk not being a part of the conversation.
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