{"id":16034,"date":"2022-02-22T19:47:53","date_gmt":"2022-02-22T19:47:53","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/22\/how-to-avoid-panic-marketing-in-2022\/"},"modified":"2022-02-22T19:47:53","modified_gmt":"2022-02-22T19:47:53","slug":"how-to-avoid-panic-marketing-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/22\/how-to-avoid-panic-marketing-in-2022\/","title":{"rendered":"How to Avoid Panic Marketing in 2022"},"content":{"rendered":"

<\/a>\n
<\/p>\n

\n

Spoiler: Panic Marketing isn\u2019t about Covid<\/strong><\/h4>\n

Panic Marketing. It\u2019s what happens when you have to get out a marketing piece or an eblast at the last minute. Sure, we marketers are nimble and can turn on a dime. But sometimes, emergency marketing pieces haven\u2019t had the thorough check thru that a planned direct mail piece<\/a> undergoes.\u00a0 With panic marketing, we may overlook errors. Did we pull the right marketing list<\/a>? Did we use the right links for the photos? Is this the right phone number?\u00a0 Bottom line, did we blow it?<\/p>\n

Panic marketing is reactive, rather than proactive. Instead of careful planning, we are reacting to an event or a pressing need. And, by the way, sometimes an emergency forces us to market fast. We need to be able to react quickly. But that needs to be the exception, rather than the rule.<\/p>\n

Proactive vs Reactive marketing<\/strong><\/h4>\n

The primary difference between proactive and reactive marketing is planning.\u00a0Proactive marketing is defined by the use of analytics to determine the best direction for a marketing strategy. This is done before a plan is actually launched. Then, over the course of the campaign, the marketing team reviews its progress. We can tweak the campaign as needed to make sure it\u2019s successful.<\/p>\n

In reactive marketing, we are responding to an event or a need. This is an emergency. It has to get out. There is no time for thoughtful analysis or planning. In terms of results, we\u2019ll just see how it does. The analytics haven\u2019t been built-in in advance. (Did we even have a chance to think about KPIs?)<\/p>\n

Most of the time, reactive marketing is a drain on budget and resources. When we\u2019re rushing just to get our marketing out the door, chances are we\u2019re going to miss something. And, if we miss even the slightest thing, we are probably not going to generate leads<\/a> or create brand awareness.<\/p>\n

What causes Panic Marketing?<\/strong><\/h4>\n

According to Jennifer Smith<\/a> at Marketing Profs, panic marketing is endemic in many organizations. These are some of the causes<\/p>\n