If there’s anything I love more than a salted chilli chicken snack box, it’s a good old piece of reactive marketing. Brands use reactive marketing as a way of engaging their audience with spur of the moment content and advertisements responding to real-time events, news, topics, TV shows, hashtags and threads. It’s a way to

When it comes to modern day businesses, Digital marketing is leaps and bounds ahead of all other forms of advertising. It’s expensive – companies are spending up to 1.5bn on Instagram alone – but its effectiveness means that big businesses have no hesitation in investing time, money and effort into it. So where’s all that money