A type of #marketing that has seen a surge of popularity in recent years is #Reactive #Marketing. #Reactive #Marketing is when a brand uses recent events and topics to #market, usually in an effort to be more personable and relatable-- not to mention the traffic recent events garner in the first place. #Reactive #marketing can no doubt have big returns, but it's important not to get carried away-- with reactive #marketing come big risks.

First, why is reactive #marketing so popular now as compared to, say, twenty years ago? This has almost everything to do with social media and how quickly things travel in the #digital world. Quickly drumming up traffic by responding to something everyone is talking about is a no-brainer, and such was much more difficult in the past. If you wanted to air an ad about a social event before the internet, it needed to be made, sent to a television station or newspaper, then they would send it out. This was full of reviews and checks that would add up to a long time before people finally saw. The topic would have likely cooled off considerably. Compare this with a quick tweet, likely checked once before it was sent out to millions in an instant.

Obviously, such a quick and literally reactive marketing scheme can set up some big pitfalls. Many times a brand will respond to a sensitive topic, and this is rarely taken well by consumers. Even worse, when a topic or event is particularly divisive, making any comment on the matter-- whether serious, light-hearted or comedic, is likely to be met with harsh reactions from more than one person. Setting up a system of checks and balances, as well as inviting a diverse range of thought, can radically decrease or even eliminate the risk of some particularly poor #marketing getting through.

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