Companies should consider business aims when planning marketing strategy

Companies should ensure that they use their objectives as a business in order to inform their marketing and communications plan.

That is according to Richard Ellis, a spokesman for the Public Relations Consultant Association, who maintained that, although a company launch was a particularly good time for generating interest, marketing can be effective "at any time".

He went on to say that, before determining their marketing strategy, businesses should consider who their target market is and how best to reach them.

Mr Ellis commented: "A company launch is often a good opportunity to generate initial awareness and interest, but marketing can be effective at any time so long as it is strategic and planned.

"Your marketing and communications plan should tie in with your general business objectives.

"Once you have identified who you are trying to reach, how you plan to reach them and what you plan to say to them, then put in place a plan of activities with costs and dates."

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