Proactive marketing engages consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 24, 2021, 1:14 PM GMT+0

Brands can flexibly adjust their content strategy with proactive marketing.

Proactive marketing goes beyond traditional marketing to help brands focus on their consumers' pain points and predict future behaviour and actions. In proactive marketing, marketers use data analytics to glean insights into consumers’ future behaviour and optimise their marketing or content strategy accordingly.

To create proactive marketing campaigns, businesses must analyse and assess prospects’ future needs using data, rather than just responding to external triggers like competition. By developing, maintaining and assessing customer data businesses can segment prospects, create engaging content, and discover cross-selling and upselling opportunities.

B2B and B2C companies can keep track of their content resources, language and formats with proactive marketing and craft the right marketing messages. For businesses to create proactive content they should use data to determine purchase patterns, and develop content aligning with the consumer journey.

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