Proactive Marketing

When it comes to satisfying customers' needs, there are three ways in which companies do so through marketing, and those are reactive marketing, anticipative marketing, and creative marketing.

  • Responsive Marketing is when a company satisfies the stated needs of the customer. 
  • Anticipative Marketing is when a company anticipates the upcoming needs of the customer through observation and then satisfies them. 
  • Creative Marketing is when a company satisfies unmet, unstated, or even unknown needs for the customer, but when the company presents them, the customer reacts enthusiastically to the offer.

Market-driving companies are proactive marketers through creative marketing, where instead of following the rules of the game, they change the game. A company needs two proactive skills: (1) responsive anticipation to see the writing on the wall and (2) creative anticipation to devise innovative solutions.

Note that responsive anticipation is different from responsive marketing. When responsive marketing happens after change, responsive anticipation happens before the change.

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