Basically the equation is pretty simple--to continue to grow your business you must acquire and retain customers. Simple right? Not always. That's why it's so important to have an integrated marketing strategy in place.
Your marketing needs to convey your brand message consistently to your ideal client and help discover what your existing and future customers want and need, and what price they will pay. It also needs to find them where they are most likely buy, when they are ready to buy or at least considering the need to purchase.
The reality is too often businesses don't have a solid plan or strategy. They invest (in many cases at the advice of a media rep) in the typical advertising such as yellow pages, newspaper ads, even radio and television just to throw it out there to see what sticks. Then they sit back and wait to see what happens. Disappointment and frustration is usually what happens. Why? Because in the real world the usual outcome is that without planning, research, tracking and analysis, your marketing efforts will fail.