A recent study has revealed that brands are missing out on key opportunities – and it’s all down to a lack of multi channel marketing.

The report by Experian CheetahMail showed that 57 per cent of consumers think that marketers do not target them correctly, even though they are happy to receive communications across a range of channels. Here, Business Link adviser Neil Sowerby talks about how you can ensure you are getting your marketing messages across effectively and efficiently – and not miss out on opportunities.

“Marketing is a huge part of any successful business. It allows you to be creative, talk about your products and services and importantly, generate sales.

“However, it is vital to have a comprehensive marketing strategy, ensuring you set aims, objectives and tactics to communicate to the right people – in the right way – otherwise it could be a waste of your time and resources.

“The key element of any marketing strategy is looking at your customers. Identify groups and their needs through market research and address these needs more successfully than your competitors. You can then create a marketing strategy that makes the most of your strengths and matches them to the needs of the customers you want to target. Once you have created your strategy, you must then decide which marketing activities will ensure your target markets know about the products or services you offer, and why they meet their needs.

“There are a range of marketing tactics that will support your business - and importantly you don’t have to compete with the marketing spend of huge corporations. Advertising, public relations, exhibitions, events and promotions are just a few of the options. However, online and social media are areas which continue to grow in popularity and success, are often cheaper alternatives and will compliment any existing marketing activity.

“Monitoring and evaluating the effectiveness of your strategy is as important as the marketing activities. This will ensure you continue to effectively target your audience and help inform your future marketing strategy. A simple approach is to ask each new customer how they heard about your business.”

Business Link has a team of expert advisers who can offer advice, help and information if you are looking to develop marketing within your business. For further information about Business Link visit www.businesslink.gov.uk/northeast or call 0845 600 9 006.

The Business Link service is part financed by the European Regional Development Fund (ERDF).