“A lot of marketing is reactive, and communication is multidirectional,” Malooly said during her IHRSA 2019 session. “Customers have a larger voice now. They want results.”
In some ways, consumers run the show. Think about when you’re choosing a restaurant to dine at for the evening. You go to Yelp or a similar site and see what other consumers are saying. This is the space where a lot of buying decisions are made, and marketers have to be able to engage and react accordingly.
“Reactive marketing is the polar opposite of proactive marketing, because instead of working to anticipate changes in consumer markets, it usually takes place because of unforeseen or unplanned competition,” she said.
Marketing used to be more long range in its planning and execution. Now, with today’s trackable content management systems (CMS), it’s more spontaneous and responsive to events and messages that appear on multiple platforms. As a result, communications with consumers are instantaneous and public.
Another way marketing has changed, according to Malooly, is in the language you use when speaking to customers. Emails, social media, text messages—these communications have to sound genuine and direct.
“You have to think of it as a personal response. You have to use phrases, slogans, hashtags, and texts in the same way the audience speaks.”
Marketing 2.0: Optimizing Your Outreach with Digital Tools