In physical spaces, companies rely on security guards and cameras. They place these measures in areas thieves are likely to target. Cameras point to expensive products. Security guards stand at possible entrance points. Systems like these were built by getting into the minds of thieves.
But, when you take business online, internet security becomes the primary priority. Here, instead of security guards, you’ll have anti-virus software to take care of matters. But, with big companies such as Yahoo still falling foul to breaches, it’s easy to see that anti-virus software isn’t enough. It’s possible, in fact, that the best way to beat breaches online is to get into the headspace of hackers. Just as you would in a physical store, you should think about where such individuals will target you. That way, you can put much more informed protections in place.
Of course, most of us have had years of dealing with thieves. But, hackers are a whole new breed. What’s more, few of us get to watch them in action. While thieves are right there for us to study and understand, hackers operate under a veil of secrecy. But, that doesn’t mean you can’t at least go some way towards getting into the mindset. And, we’re going to look at how.
Work out which information matters most
You don’t need to understand what hackers do to realize that they only target specific information. They’re unlikely to care, for instance, about how many views your page has received that day. Instead, they’re going to target your more vulnerable information. For the most part, that means they’ll go after any credit card details you store. Email listings and customer addresses may also be points of interest. In short; all the information that you want to keep as safe as possible.
When you’ve worked out exactly what hackers are after, it’s time to spread those details thin in your storage files. That way, you’ll make life much harder for potential hackers. And, you can rest easy that a breach in one area won’t compromise everything. Once you’ve spread the information, consider ways to increase security in vulnerable areas. Obviously, you want to protect your site as a whole. Any breach is going to bring a hacker closer to this information than you’d like them to be. But, it’s worth taking extra measures with these files. It’s the only way to be sure they’re as safe as can be.
Know your security weak spots
It’s also essential that you recognize your weak security spots, and strengthen them. Before attempting to breach, any hacker will suss your business and find their in-point. This is no different from thieves who aim for the back door. The only problem is, you can’t just stick up a CCTV camera and have done with it. But, that doesn’t mean you’re helpless. If you know about these vulnerable areas, you can take extra care to keep them protected. Often, knowing what information hackers will be after can help you here. So, consider that first. Then, think about areas where this information will be at weakest. In most cases, this happens when customers are first sending information to you. Here, hackers could gain access to card details and such before it even arrives at your site.
But, there’s plenty you can do to cover weak spots like these. Taking payments from an outside source such as Paypal can go a long way towards security. This can also help keep addresses and email information safe, as Paypal covers all this. You can keep your non-Paypal customers safe by providing secure connections. Urge them to check for the secure padlock before entering anything.
Another weak spot you should be aware of is when you outsource services. When you pass information to another company, you compromise security. What’s more, hackers know it. If your process involves software development outsourcing, or even remote workers, hackers will attempt to gain information during transfer. Even if they fail here, you can’t be sure of the security used by your outsourced options. To get around this, speak about the issue with companies in question. Together, you can develop plans and passwords which work to keep things safe.
Can one breach lead to another?
It’s also important to consider whether one breach can lead to another. Hackers are out to take everything they can, and will attempt to get as far past your security as possible. Adding many layers to your security system will at least ensure they can’t gain access to everything in one easy hit. And, that’s crucial if you want to provide any reassurance for customers. There are different ways to do this. As mentioned in a previous point, keeping information in different areas can go a long way. It’s also worth operating with a few different security systems in place. That way, working out one doesn’t give a hacker instant access to another. If you’re unsure where to start here, you could always turn to an outside company who can take care of this matter for you. Companies like these make their livings premeditating the actions of hackers. As such, they’re sure to be in a better position here than you.
Conclusion
Thinking like a hacker isn’t always easy. As we’ve already mentioned, these individuals will also have anonymity on their side. As a business owner, you just don’t have the choice to watch them as they work. Hence, you’ll always be operating on guesswork here to some extent. But, that doesn’t mean you can’t develop a decent security system. In many ways, hackers aren’t all that different to physical thieves. Only, instead of a shop, they’re breaking into your website. And, instead of expensive stock, they’re out to steal information. With that in mind, you should be able to take any action necessary here. At every turn, think back to the hacker mindset. Remember, too that technology is developing all the time. As such, you should revisit security measures often to keep up.
https://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.png00Nathan Iveshttps://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.pngNathan Ives2018-02-21 11:00:172018-02-21 11:00:17Think Like A Hacker, Protect Like A Pro
Starting a new business can be challenging, especially if you don’t have any financial training or experience. Your company will grow with wise financial choices and decisions, and there’ll be little room for error, especially in the first tentative months. However, this does not mean that you can’t do a little research and ensure that you seek the right advice so that your startup can begin to thrive, and you’ll become financially savvy as you evolve with your company. Therefore, it’s worth taking some time and making an effort to better understand your income and expenses. You’ll also need to work on where you’re you’re going to invest, save, and improve regarding your cash flow.
The more knowledge and understanding you possess surrounding your business finances, the more clarity you’ll have when it comes to important decision making and spending. It can be a challenge to gain the interest of other investors and those who will help you to take your business to the next level, especially when you’re a small fish in a big pond. Therefore, you must get the basics right regarding your money so that your success and reputation can proceed you in a meeting or networking event. The following are some ideas, inspiration, and advice for those who need a confidence boost regarding their business and its finances.
Get Yourself A Great Rating
When you’re trying to be careful with your funds, and save wherever you can; you might think that getting yourself a credit card might be a bad idea. However, it’s worth getting one so that you’ll have a credit rating or score for you and your business. Without a credit score, it can be difficult to gain investment or receive a loan, and you’ll probably need these at some point to invest further in your company. Take a look at the discover it review so that you can better understand how a credit card could work in the favor of your business. Alongside having a great credit rating; you’ll be able to receive rewards and even cash back on certain things when you use the card to spend, so it’s well worth looking into. As long as you’re prepared and able to pay your monthly bills back on time; there’s no reason a credit card and its resulting score, won’t be beneficial to your company.
Get Yourself Some Professional Advice
In order to ensure that you’re making the right choices regarding your money; you’ll to invest in expert help and advice. Hiring a reputable and qualified accountant to look over your finances, and advise you on what to do with your spending and saving, will give you the peace of mind that you’re making the right decisions for your business. They will be able to help you understand your monthly figures and targets, and they can suggest budgeting tools for when they’re not there; investing early on in expert advice will make sure that you reap the rewards further down the line.
https://www.strategydriven.com/wp-content/uploads/img_7518.jpg8531280StrategyDrivenhttps://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.pngStrategyDriven2018-02-20 20:00:152018-06-08 20:47:26Geting to Grips With Your New Business’s Finances
Being an employer can be a tough job for a lot of people. In this sort of role, it can be very easy to be overly compassionate, giving people much more than you can afford. Likewise, though, some people are much too strict to be a good boss. Sat in between these two issues is a balance which few manage to reach. To help you out with this, this post will be exploring some subtle ways to watch over your workers, while also looking for ways to make their work easier. This may involve a little bit of spying, but this will be worth it if you’re able to make a difference.
Monitoring (Digital): Keeping an eye on the work which people are doing will be very hard without the right systems in place to handle it for you. Options like Excel used to be the only way to do this, and you would have to create your own detailed spreadsheets if you wanted to do properly. Nowadays, tools like Asana take away this work, giving you a much easier platform to handle your work from. As long as everyone keeps something like this up to date, it should be nice and easy to keep track of their work. This is particularly good for digital companies with very little work outside of computers.
Monitoring (Physical): In some cases, the work your employees will be doing won’t be able to be tracked digitally, and you might need a physical tool to help with your monitoring. Though it may seem a little secretive, one of the best ways to do this is through the tools on a site like Sentel Tech. Giving you the power to watch over work without being noticed, this is a great way to see your employees working. More importantly, though, this will also help you spot any issues they are having at the same time.
Finding Solutions: Once you have an idea of the issues which could be floating around in your business, it will be time to find some solutions to them. For example, if a worker seems restless towards the end of their shift, and it’s making their work hard, giving them an additional five minute break each day would be worth the benefits it could bring. Most employees will work as hard as they feel their job is worth to them. If you’re able to improve their work, they will feel more valued, and will often work much harder as a result. A lot of the time, the issues your employees will have will be directly related to your company, giving you the chance to fix them.
Hopefully, with all of this in mind, it should start to get a lot easier to work your employees into something much better. Most of the time, employers have a lot more power in this area than they think. Simple changes to your company, like better facilities or computers, will make a big difference to the people having to use them everyday.
https://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.png00Nathan Iveshttps://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.pngNathan Ives2018-02-20 16:00:342018-02-20 16:00:34Teching Your Way To Better Employees
There has been an explosion of businesses being established in recent years. Thanks to the improvement of technology and the accessibility of the internet, more people than ever have been able to follow their dreams and establish their own venture. However because of this, it means that there’s fierce competition between similar businesses. Since you’re competing for the same customers you really need to make your company stand out, and give people a reason to choose you over the other options they have. Here are a few ideas.
Invest in an App
In the past couple of years, more sales are now made on mobiles and tablets than they are on laptops and computers. This is hugely valuable information to know as a business owner and isn’t something you should ignore. It’s something that the world’s largest companies got on board with a long time ago, but times are moving. Smaller businesses are getting involved and chances are your competitors will already be cottoning on to this fact. If they’ve set up a great app, customers could well be choosing them over you based on this fact alone. Take steps to develop a mobile app for your business.
Use the Right Software
Are you still powering through with old methods for things like creating legal contracts, accounting and scheduling rotas? If so, you’re creating additional work and hassle for yourself and wasting time and money. There are all kinds of business softwares for various areas of business, which can tackle tedious jobs in a matter of seconds. Investing in the right programs can massively boost productivity and generally help you to get ahead. It means you save money since you’re not paying a human employee for hours of work since the software is able to do this pretty much instantly.
Hire the best people
In some ways, being a smaller business can allow you to take a more daring approach; while a lot of your bigger competitors will seek to hire square pegs for square holes, you can take a risk from time to time and pick someone you can mould into a brilliant contributor. You’ll know you’re hiring well when your keen “potentials” are being headhunted by bigger companies. Then, you can put this guide into action and either fight to keep your hire, or at least lay down a marker to show you’re up for a battle. It might result in compensation or even a bit of useful publicity; but better yet, it’s a boost for the business’s reputation.
Update Your Marketing Techniques
Every business needs the right marketing techniques to reach potential customers, regardless of what it is that you sell. If it’s been a while since you reviewed your marketing methods then now could be the time to do so. For example, video marketing is becoming more and more popular in recent times and if you’re not on board with it yet you could be missing out. Marketing is complicated, if you’re not knowledgeable about things like SEO, blogger outreach, social media marketing and more, you might be best leaving it to the professionals. Marketing agencies and experts will have access to technology like SerpWow, and will also have the skills, experience and knowledge to get your site out there to the right people.
Listen to Customer Feedback
Customer feedback is crucial, and while good feedback is great, it’s so worth going through negative comments too. Find out what it is that left your customer dissatisfied, and whether there are steps you can take to prevent this from happening again. For example, multiple complaints about shipping being slow could mean you need to change companies or pay the extra for faster service. If a customer is unsatisfied with your business, it could well mean they switch over to your competitor. Address any issues so you’re getting it right for every customer, every time.
https://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.png00Nathan Iveshttps://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.pngNathan Ives2018-02-20 11:00:102020-09-24 14:50:41Strive For Success: Here’s How Your Small Business Can Beat The Competition!
News travels fast, and is easily shared thanks to the increasing role of social media in the lives of consumers and the businesses they engage with. Indeed, there are many advantages to this connectivity beyond the social aspect; people can instantly mark themselves ‘safe’ after natural disasters or violent attacks, and ‘good news’ stories from around the world inspire on a daily basis.
With this greater, and faster, connectivity between news sources, businesses and end consumers, it’s now more crucial that brands use dynamic and agile marketing strategies; adopting a timely, reactive approach. So what is ‘reactive advertising’ and why is it important?
What is reactive advertising?
You’ve seen it before, even if you are less aware of the marketing term: when Brad Pitt and Angelina Jolie announced their divorce, Norwegian Air launched a print ad in UK newspapers offering low-cost flights to Los Angeles under the headline ‘Brad is single.’ This – and many stunts like it — fall under the category of ‘reactive advertising.’
Reactive marketing capitalizes on newsworthy events as the inspiration for quick turnaround, and short-lived, ad campaigns. They are not always tongue-in-cheek, as with Norwegian Air; reactive ads are also a solid means for brands and businesses to make clear their stance on politics, culture and ethics. For example, see Patagonia’s response to The Administration’s recent protected lands policy change.
Why businesses should be reactive
The presence of brands and businesses in social media means consumers expect these companies to act more like people, and less like corporations. Investing in reactive marketing is a quick and easy way to do this, along with hiring an expert team of social media managers to control your company’s tone of voice and digital content. If you reach your audience with relevant, topical dialogue, your engagement levels will increase on the whole.
Shifting media spend into smaller-scale, nimble reactive advertising can save you money too; gone are the days of huge annual payouts for marketing campaigns, instead momentary media requires short bursts of activity with lower overheads and less planning time.
Firstly, you must be crystal clear on your company’s values and ethos. Only then will you be able to react to a news story, in a way that’s advantageous to you commercially — if not, you risk doing damage to your brand perceptions in the public eye. Keep abreast of the latest news stories on a platform such as Worldnewshub.org, and when a conversation comes into public debate that you could chime in on, don’t hesitate to act.
Being reactive is your chance to influence, too. So if you feel strongly about a news event, and wish to inform, enlighten or reeducate your audience on the matter, then you can via a reactive marketing campaign.
Of course, you must sense-check any reactive messages with your board of directors or group of stakeholders; lest you take a misstep. However, in the game of reactive marketing, time truly is of the essence.
https://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.png00Nathan Iveshttps://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.pngNathan Ives2018-02-19 16:00:382022-05-17 21:57:34Reactive marketing: what is it and why should you do it
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Business Programs
Think Like A Hacker, Protect Like A Pro
/in Risk Management/by Nathan IvesIn physical spaces, companies rely on security guards and cameras. They place these measures in areas thieves are likely to target. Cameras point to expensive products. Security guards stand at possible entrance points. Systems like these were built by getting into the minds of thieves.
But, when you take business online, internet security becomes the primary priority. Here, instead of security guards, you’ll have anti-virus software to take care of matters. But, with big companies such as Yahoo still falling foul to breaches, it’s easy to see that anti-virus software isn’t enough. It’s possible, in fact, that the best way to beat breaches online is to get into the headspace of hackers. Just as you would in a physical store, you should think about where such individuals will target you. That way, you can put much more informed protections in place.
Of course, most of us have had years of dealing with thieves. But, hackers are a whole new breed. What’s more, few of us get to watch them in action. While thieves are right there for us to study and understand, hackers operate under a veil of secrecy. But, that doesn’t mean you can’t at least go some way towards getting into the mindset. And, we’re going to look at how.
Work out which information matters most
You don’t need to understand what hackers do to realize that they only target specific information. They’re unlikely to care, for instance, about how many views your page has received that day. Instead, they’re going to target your more vulnerable information. For the most part, that means they’ll go after any credit card details you store. Email listings and customer addresses may also be points of interest. In short; all the information that you want to keep as safe as possible.
When you’ve worked out exactly what hackers are after, it’s time to spread those details thin in your storage files. That way, you’ll make life much harder for potential hackers. And, you can rest easy that a breach in one area won’t compromise everything. Once you’ve spread the information, consider ways to increase security in vulnerable areas. Obviously, you want to protect your site as a whole. Any breach is going to bring a hacker closer to this information than you’d like them to be. But, it’s worth taking extra measures with these files. It’s the only way to be sure they’re as safe as can be.
Know your security weak spots
It’s also essential that you recognize your weak security spots, and strengthen them. Before attempting to breach, any hacker will suss your business and find their in-point. This is no different from thieves who aim for the back door. The only problem is, you can’t just stick up a CCTV camera and have done with it. But, that doesn’t mean you’re helpless. If you know about these vulnerable areas, you can take extra care to keep them protected. Often, knowing what information hackers will be after can help you here. So, consider that first. Then, think about areas where this information will be at weakest. In most cases, this happens when customers are first sending information to you. Here, hackers could gain access to card details and such before it even arrives at your site.
But, there’s plenty you can do to cover weak spots like these. Taking payments from an outside source such as Paypal can go a long way towards security. This can also help keep addresses and email information safe, as Paypal covers all this. You can keep your non-Paypal customers safe by providing secure connections. Urge them to check for the secure padlock before entering anything.
Another weak spot you should be aware of is when you outsource services. When you pass information to another company, you compromise security. What’s more, hackers know it. If your process involves software development outsourcing, or even remote workers, hackers will attempt to gain information during transfer. Even if they fail here, you can’t be sure of the security used by your outsourced options. To get around this, speak about the issue with companies in question. Together, you can develop plans and passwords which work to keep things safe.
Can one breach lead to another?
It’s also important to consider whether one breach can lead to another. Hackers are out to take everything they can, and will attempt to get as far past your security as possible. Adding many layers to your security system will at least ensure they can’t gain access to everything in one easy hit. And, that’s crucial if you want to provide any reassurance for customers. There are different ways to do this. As mentioned in a previous point, keeping information in different areas can go a long way. It’s also worth operating with a few different security systems in place. That way, working out one doesn’t give a hacker instant access to another. If you’re unsure where to start here, you could always turn to an outside company who can take care of this matter for you. Companies like these make their livings premeditating the actions of hackers. As such, they’re sure to be in a better position here than you.
Conclusion
Thinking like a hacker isn’t always easy. As we’ve already mentioned, these individuals will also have anonymity on their side. As a business owner, you just don’t have the choice to watch them as they work. Hence, you’ll always be operating on guesswork here to some extent. But, that doesn’t mean you can’t develop a decent security system. In many ways, hackers aren’t all that different to physical thieves. Only, instead of a shop, they’re breaking into your website. And, instead of expensive stock, they’re out to steal information. With that in mind, you should be able to take any action necessary here. At every turn, think back to the hacker mindset. Remember, too that technology is developing all the time. As such, you should revisit security measures often to keep up.
Geting to Grips With Your New Business’s Finances
/in Budget Management, Entrepreneurship/by StrategyDrivenStarting a new business can be challenging, especially if you don’t have any financial training or experience. Your company will grow with wise financial choices and decisions, and there’ll be little room for error, especially in the first tentative months. However, this does not mean that you can’t do a little research and ensure that you seek the right advice so that your startup can begin to thrive, and you’ll become financially savvy as you evolve with your company. Therefore, it’s worth taking some time and making an effort to better understand your income and expenses. You’ll also need to work on where you’re you’re going to invest, save, and improve regarding your cash flow.
The more knowledge and understanding you possess surrounding your business finances, the more clarity you’ll have when it comes to important decision making and spending. It can be a challenge to gain the interest of other investors and those who will help you to take your business to the next level, especially when you’re a small fish in a big pond. Therefore, you must get the basics right regarding your money so that your success and reputation can proceed you in a meeting or networking event. The following are some ideas, inspiration, and advice for those who need a confidence boost regarding their business and its finances.
Get Yourself A Great Rating
When you’re trying to be careful with your funds, and save wherever you can; you might think that getting yourself a credit card might be a bad idea. However, it’s worth getting one so that you’ll have a credit rating or score for you and your business. Without a credit score, it can be difficult to gain investment or receive a loan, and you’ll probably need these at some point to invest further in your company. Take a look at the discover it review so that you can better understand how a credit card could work in the favor of your business. Alongside having a great credit rating; you’ll be able to receive rewards and even cash back on certain things when you use the card to spend, so it’s well worth looking into. As long as you’re prepared and able to pay your monthly bills back on time; there’s no reason a credit card and its resulting score, won’t be beneficial to your company.
Get Yourself Some Professional Advice
In order to ensure that you’re making the right choices regarding your money; you’ll to invest in expert help and advice. Hiring a reputable and qualified accountant to look over your finances, and advise you on what to do with your spending and saving, will give you the peace of mind that you’re making the right decisions for your business. They will be able to help you understand your monthly figures and targets, and they can suggest budgeting tools for when they’re not there; investing early on in expert advice will make sure that you reap the rewards further down the line.
Teching Your Way To Better Employees
/in Entrepreneurship, Talent Management/by Nathan IvesMonitoring (Digital): Keeping an eye on the work which people are doing will be very hard without the right systems in place to handle it for you. Options like Excel used to be the only way to do this, and you would have to create your own detailed spreadsheets if you wanted to do properly. Nowadays, tools like Asana take away this work, giving you a much easier platform to handle your work from. As long as everyone keeps something like this up to date, it should be nice and easy to keep track of their work. This is particularly good for digital companies with very little work outside of computers.
Monitoring (Physical): In some cases, the work your employees will be doing won’t be able to be tracked digitally, and you might need a physical tool to help with your monitoring. Though it may seem a little secretive, one of the best ways to do this is through the tools on a site like Sentel Tech. Giving you the power to watch over work without being noticed, this is a great way to see your employees working. More importantly, though, this will also help you spot any issues they are having at the same time.
Finding Solutions: Once you have an idea of the issues which could be floating around in your business, it will be time to find some solutions to them. For example, if a worker seems restless towards the end of their shift, and it’s making their work hard, giving them an additional five minute break each day would be worth the benefits it could bring. Most employees will work as hard as they feel their job is worth to them. If you’re able to improve their work, they will feel more valued, and will often work much harder as a result. A lot of the time, the issues your employees will have will be directly related to your company, giving you the chance to fix them.
Hopefully, with all of this in mind, it should start to get a lot easier to work your employees into something much better. Most of the time, employers have a lot more power in this area than they think. Simple changes to your company, like better facilities or computers, will make a big difference to the people having to use them everyday.
Strive For Success: Here’s How Your Small Business Can Beat The Competition!
/in Entrepreneurship/by Nathan IvesThere has been an explosion of businesses being established in recent years. Thanks to the improvement of technology and the accessibility of the internet, more people than ever have been able to follow their dreams and establish their own venture. However because of this, it means that there’s fierce competition between similar businesses. Since you’re competing for the same customers you really need to make your company stand out, and give people a reason to choose you over the other options they have. Here are a few ideas.
Invest in an App
In the past couple of years, more sales are now made on mobiles and tablets than they are on laptops and computers. This is hugely valuable information to know as a business owner and isn’t something you should ignore. It’s something that the world’s largest companies got on board with a long time ago, but times are moving. Smaller businesses are getting involved and chances are your competitors will already be cottoning on to this fact. If they’ve set up a great app, customers could well be choosing them over you based on this fact alone. Take steps to develop a mobile app for your business.
Use the Right Software
Are you still powering through with old methods for things like creating legal contracts, accounting and scheduling rotas? If so, you’re creating additional work and hassle for yourself and wasting time and money. There are all kinds of business softwares for various areas of business, which can tackle tedious jobs in a matter of seconds. Investing in the right programs can massively boost productivity and generally help you to get ahead. It means you save money since you’re not paying a human employee for hours of work since the software is able to do this pretty much instantly.
Hire the best people
In some ways, being a smaller business can allow you to take a more daring approach; while a lot of your bigger competitors will seek to hire square pegs for square holes, you can take a risk from time to time and pick someone you can mould into a brilliant contributor. You’ll know you’re hiring well when your keen “potentials” are being headhunted by bigger companies. Then, you can put this guide into action and either fight to keep your hire, or at least lay down a marker to show you’re up for a battle. It might result in compensation or even a bit of useful publicity; but better yet, it’s a boost for the business’s reputation.
Update Your Marketing Techniques
Every business needs the right marketing techniques to reach potential customers, regardless of what it is that you sell. If it’s been a while since you reviewed your marketing methods then now could be the time to do so. For example, video marketing is becoming more and more popular in recent times and if you’re not on board with it yet you could be missing out. Marketing is complicated, if you’re not knowledgeable about things like SEO, blogger outreach, social media marketing and more, you might be best leaving it to the professionals. Marketing agencies and experts will have access to technology like SerpWow, and will also have the skills, experience and knowledge to get your site out there to the right people.
Listen to Customer Feedback
Customer feedback is crucial, and while good feedback is great, it’s so worth going through negative comments too. Find out what it is that left your customer dissatisfied, and whether there are steps you can take to prevent this from happening again. For example, multiple complaints about shipping being slow could mean you need to change companies or pay the extra for faster service. If a customer is unsatisfied with your business, it could well mean they switch over to your competitor. Address any issues so you’re getting it right for every customer, every time.
Reactive marketing: what is it and why should you do it
/in Entrepreneurship, Marketing & Sales/by Nathan IvesWith this greater, and faster, connectivity between news sources, businesses and end consumers, it’s now more crucial that brands use dynamic and agile marketing strategies; adopting a timely, reactive approach. So what is ‘reactive advertising’ and why is it important?
What is reactive advertising?
You’ve seen it before, even if you are less aware of the marketing term: when Brad Pitt and Angelina Jolie announced their divorce, Norwegian Air launched a print ad in UK newspapers offering low-cost flights to Los Angeles under the headline ‘Brad is single.’ This – and many stunts like it — fall under the category of ‘reactive advertising.’
Reactive marketing capitalizes on newsworthy events as the inspiration for quick turnaround, and short-lived, ad campaigns. They are not always tongue-in-cheek, as with Norwegian Air; reactive ads are also a solid means for brands and businesses to make clear their stance on politics, culture and ethics. For example, see Patagonia’s response to The Administration’s recent protected lands policy change.
Why businesses should be reactive
The presence of brands and businesses in social media means consumers expect these companies to act more like people, and less like corporations. Investing in reactive marketing is a quick and easy way to do this, along with hiring an expert team of social media managers to control your company’s tone of voice and digital content. If you reach your audience with relevant, topical dialogue, your engagement levels will increase on the whole.
Shifting media spend into smaller-scale, nimble reactive advertising can save you money too; gone are the days of huge annual payouts for marketing campaigns, instead momentary media requires short bursts of activity with lower overheads and less planning time.
If you want to learn about Affiliate Marketing, then check out the The Ultimate Beginner Guide For Affiliates.
How to be reactive
Firstly, you must be crystal clear on your company’s values and ethos. Only then will you be able to react to a news story, in a way that’s advantageous to you commercially — if not, you risk doing damage to your brand perceptions in the public eye. Keep abreast of the latest news stories on a platform such as Worldnewshub.org, and when a conversation comes into public debate that you could chime in on, don’t hesitate to act.
Being reactive is your chance to influence, too. So if you feel strongly about a news event, and wish to inform, enlighten or reeducate your audience on the matter, then you can via a reactive marketing campaign.
Of course, you must sense-check any reactive messages with your board of directors or group of stakeholders; lest you take a misstep. However, in the game of reactive marketing, time truly is of the essence.