Reactive marketing: a discussion

Despite all the research and planning needed to execute successful marketing campaigns, circumstances beyond our control can sometimes impact on how they’re received.You might be required to pause activity on certain channels due to negative stories dominating the news or choose to redistribute your budget mid-campaign to ensure a better return on investment.Whatever the circumstances, it’s important to make room for reactivity in marketing – from monitoring data and trends in real time, to enlisting the help of an agency with the capacity to roll with the punches…This month, we hear from Lorna and Elliot on the importance of being reactive in marketing and how an effective client-agency partnership is key to this.