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Changing the Internal Marketing Mindset: Reactive Vs. Proactive AEC Marketing

As the current climate continues to evolve, businesses across every industry can see the lasting effects COVID-19 will have. In the AEC industry, there are many uncertainties when it comes to project schedules, budget reallocation, bid opportunities, and market stability. It has forced AEC firm leaders to ask themselves, “How do I keep my business moving?”

There is a golden opportunity for firms willing to adapt to change and start conducting business using a proactive marketing strategy. First, we must adjust the internal marketing mindset.

Reactive Vs. Proactive

With reactive marketing, there is no upfront research conducted to support your campaign. Instead of anticipating changes in your target, you are reacting to unforeseen competition. This becomes a problem when the marketplace is continuously changing, especially during a global crisis.

Comparatively, proactive marketing uses real-time data and analytics to identify a marketing strategy before the launch of a campaign. Instead of responding to a trend or competitor’s actions, proactive marketing allows you to anticipate future pain points, needs, and changes in your target audience. By staying ahead of the curve, you can set your campaign up for the highest success rate and get the most out of your budget.

AEC firms that remain agile with their marketing strategies will outlast the competition and optimize their marketing budgets.

Benefits of Proactive Marketing

  1. Minimize campaign risk: When you are no longer reacting to data resulting from a failed campaign, and you start analyzing what will make your campaign a success, your risk factor decreases dramatically. With an understanding of the campaign goals and your competitive landscape, you can anticipate upcoming changes in the social setting and adjust your plan, in real-time, accordingly.
  2. Optimize your budget: It may seem like spending a lot of time planning and strategizing your campaign before the launch is wasteful, but it ultimately benefits your overall strategy and increases your ROI. By creating more engaging content that offers long-term value to your target audience, you stretch your budget further and generate more growth along the way.
  3. Be a thought leader in your space: “I wish I thought of that” is the kryptonite of many business leaders and marketers. But what if people said that about your marketing campaigns? By using data-driven marketing to predict future pain points, needs, and solutions in your industry, you will have the information you need to stay one step ahead of the competition and become an influencer in your space.
  4. Build brand loyalty: Often, reactive marketing can fog a firm’s ability to remain timely and relevant to their audience. The worst thing that could happen is you decrease your brand loyalty because you are not offering value in your space. Firms that are willing to pivot their marketing strategy to think strategically and market in a thoughtful, relevant way, will increase the trust and engagement with their audience.

Want to get started with your proactive marketing strategy? Smartegies is here to help. Listen to our latest podcast episode, Driving Your Business & Staying Connected During COVID-19, or contact our leadership team to get started!