Is Reactive the New Proactive?
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Creative content and smart media planning have always been hallmarks of a savvy brand advertiser. Historically, solid brands understood their customers’ buying cycles, which resonated insights about their target and how to plan and create ad campaigns to sell products. Often, budgets were earmarked by the end of summer for the entire next year — sometimes even down to media placements. The advertisers that put the most effort into planning and orchestrating great campaigns usually won market share and captured the hearts and attention of buyers.
Not anymore.
Cultural relevance has always been a driving factor in ad efficacy, but being relevant today requires advertisers to adopt a different mindset. The traditional practice of long planning cycles doesn’t allow advertisers to take part in today’s fast paced, impossible-to-predict shifts in news and culture. While counterintuitive, being reactive actually allows brands the flexibility to capitalize on opportunities that will invariably increase their exposure, although very few brands have been successful at this. However, the ones that have, cleverly, found a way to ride this wave are enjoying viral success and significantly more reach.
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