When media landscapes shift at the speed of a tweet or viral video, marketers must make a choice: should they act preemptively with proactive marketing or respond to events as they unfold with reactive marketing? Balancing proactive and reactive strategies has never been more relevant, especially in times of major media disruptions (like this year, with the Olympics and election). Let’s look at some examples and explore some opportunities and recommendations for each under the pressure of major media disruptions.
Proactive Marketing: An Opportunity to Shape the Narrative
Proactive marketing is all about anticipating changes and setting the tone before others do. Brands that adopt a proactive approach plan ahead, positioning themselves as leaders in innovation, relevance, and customer engagement. They identify emerging trends and shape the conversation, ensuring that their message stands out, even when the media environment becomes cluttered.
Example: Apple and the Launch of the iPhone
When Apple introduced the first iPhone in 2007, they didn’t just react to market demand—they anticipated it. Steve Jobs understood that the convergence of mobile phones, iPods, and the internet was inevitable. Apple seized the opportunity to lead the charge, setting a new standard for smartphones that other brands would follow. This proactive strategy allowed them to dominate the conversation and influence consumer expectations for years.
The key takeaway: Being proactive means identifying future opportunities and capitalizing on them before they become mainstream. Brands that plan ahead can shape customer perceptions and build long-lasting market leadership.
Reactive Marketing: An Opportunity to Respond in Real-Time
Reactive marketing, on the other hand, is about being agile and responsive. It’s the art of quickly adjusting your strategy to leverage unexpected events, trends, or crises. While this approach may seem riskier, it can be incredibly powerful when executed well. In a world of media disruptions—whether it’s breaking news, a viral hashtag, or a global event—reactive marketing can make a brand appear relevant, flexible, and in touch with its audience.
Example: Oreo’s ‘Dunk in the Dark’ Moment
During the 2013 Super Bowl, a sudden power outage plunged the stadium into darkness. Oreo’s marketing team seized the moment, tweeting, “You can still dunk in the dark,” alongside a clever graphic. The tweet went viral, garnering thousands of retweets and cementing Oreo’s reputation as a brand that excels at reactive marketing. Their quick thinking allowed them to take advantage of a situation no one could have predicted.
The key takeaway: Reactive marketing requires agility and the ability to seize opportunities as they arise. Brands that can adapt quickly to unexpected moments can gain significant attention and engagement.
The Art of Balancing Proactivity with Reactivity
In media environments prone to sudden shifts, there’s a crucial lesson for marketers: the importance of balancing the art of proactivity with the need for reactivity. As Rochelle Starr succinctly put it in our recent podcast, “There’s an art to being proactive and getting your ducks in a row, but equally, the art of speed to be reactive.” This fine balance becomes especially relevant in remnant media environments, where the most desirable inventory is often what’s left over.
Marketers can plan ahead, but staying agile—being ready to adjust quickly based on inventory clearances, feedback from media partners, and real-time results—is just as critical. You may map out a campaign months in advance, but those who can pivot on a dime, taking advantage of leftover inventory or sudden clearances, are often the ones who thrive in the face of disruptions.
When these media shakeups occur—whether it’s unexpected global events, breaking news, or viral trends—the most adaptable marketers are ready to react in the moment, using those disruptions as opportunities for growth.
On the paid social side, it’s twofold. Firstly, it's important to stay ahead of the curve and keep up with the latest trends to ensure that you are creating content that resonates with your audience and leads to the best conversion rates. Secondly, while there are macro trends that are beyond our control, having strong reactive strategies, such as the 'dunk in the dark' example mentioned above, can have a very positive impact if executed correctly.
Lessons from Major Media Disruptions
Prepare for the unpredictable:
In today’s media landscape, disruptions are inevitable, whether it’s a global pandemic, social justice movements, or viral trends. Brands that are both proactive and reactive are better positioned to navigate these disruptions. By having flexible strategies in place, marketers can pivot quickly while maintaining a clear long-term vision.
Be ready to quickly evaluate with your media teams. How is this going to affect search or social? How is this going to impact your TV buy? How are people going to react based on our products or brands? We are constantly monitoring and evaluating…maybe, sometimes, it’s best to leave search on but turn social off. Work together to figure out the best way to attack these things.
Related: What to Know About TikTok's 2024 Election Season Announcement
Stay connected to cultural trends:
Being reactive doesn’t mean waiting for something to happen. Brands need to monitor social media, news outlets, and online conversations to stay ahead of cultural shifts. Reactive marketing works best when you already have a finger on the pulse of what matters to your audience.
Combine the two approaches for maximum impact:
Successful marketing strategies often blend proactive and reactive tactics. For example, a brand might proactively build a campaign around a long-term trend, while also keeping the flexibility to react to real-time events that tie into their message. This combination allows brands to stay consistent in their messaging while also being nimble in a fast-changing environment.
While both proactive and reactive marketing have their merits, the most successful brands today are those that can strike a balance between the two. Proactive marketing provides the foundation of a strong brand narrative, while reactive marketing allows for adaptability and opportunity in times of disruption.
For instance, during the early days of the COVID-19 pandemic, many brands were forced to pivot their marketing strategies. Some, like Zoom, benefited from being in the right place at the right time and capitalized on the surge in remote work. Others, like fashion brands, quickly adjusted to new consumer needs by focusing on comfort wear and remote work attire. Those that had proactive strategies in place, but were also able to react swiftly to the changing environment, came out ahead.
So, TL;DR: in the face of major media disruptions, brands can’t afford to be solely reactive or purely proactive. The most resilient companies are those that can anticipate trends while also being agile enough to adapt in real time and come out stronger on the other side.
