Difference between Reactive and Proactive marketing strategy | Marketing

marketingDifference between Reactive and Proactive marketing strategy
Marketing Environment | Principles of Marketing
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Management Notes


Reactive Marketing as that marketing which somehow stumbles along with no predetermined plan. On the other hand, Proactive Marketing is highly premeditated.Proactive strategies are superior because they allow the company using the strategy the freedom to make its own decisions rather than responding out of necessity to a situation that already may be out of control.

Difference between Reactive and Proactive marketing strategy

Reactive Marketing Strategy

Proactive Marketing Strategy

1.       Reactive marketing is one of the most widely used marketing approach that involves tactics being employed when opportunities or challenges arises. ie; it waits for crisis to happen and then reacts. 1.       Proactive Marketing is a form of marketing that allows for marketers to be agile, real-time, data-driven, and adaptable to the ever-changing space of what their customers could be seeking.
2.       Reactive marketing strategies are usually very much conservative as they have no written plan, strategy and waits for external influences before taking action. 2.       Proactive Marketing strategies typically develop from proper marketing plan , a company’s analysis of internal strengths and external opportunities and threats.
3.       Reactive marketing strategies are weak in the area of quality control.

For e.g.

If a hotel manager assumes everything is fine until she receives a customer complaint, she is using a reactive strategy. The weakness of this approach is that many dissatisfied customers do not complain to management; they simply go elsewhere next time and advise others to do the same.

3.       A proactive strategy is good in the area of quality control.

For e.g.

In this case the hotel manager could include making careful hiring decisions, fostering a customer service culture among the staff, checking with guests during their stay to ensure their needs are being met and any other actions likely to prevent customer dissatisfaction.

4.       Companies that rely too much on reactive marketing strategy may miss new or emerging business opportunities. 4.       Companies that rely on proactive marketing strategy do not miss the new or emerging business opportunities.
5.       Reactive marketing strategy is often used as a response to your competitor’s actions. 5.       Proactive marketing strategy is often used as a response to your customer’s needs or demands.

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