The importance of marketing to Cork businesses Often mistakenly seen as the expendable element of a company’s budget, marketing is an essential activity that ensures your business will be found where your customers spend time, whether that’s on or offline. In the simplest of ways, marketing is what maintains and underpins your company’s relationships with the rest of your world and should be considered and activated at the very highest level of the business. Limelight Media works with a range of clients to prepare and implement effective marketing plans, tailored by specific need and budget. Here’s why we think it needs to be a focus for your business too. Effective marketing will disseminate a consistent message across all channels, on and offline. This consistency is key in building a strong brand (link to branding blog). Marketing allows organsations to communicate a specifically crafted message directly to target audience(s). A strong marketing campaign has specific and measurable goals and will deliver expected results if it is prepared and implemented correctly. A marketing strategy is unique for each business, reflecting the organisation’s objectives, values and operating environment. Good marketing allows businesses get key information in front of both new and existing customers. Once you’ve developed your organisation’s branding, marketing will help to grow and enhance your company’s reputation. Marketing at its best is a two-way process: sharing a tailored message to target audiences and then listening to feedback and insights from the marketplace. Marketing is HOW you tell your customers about your company’s unique selling point(s) (USP). Good marketing will take account of what your competitors are offering; however, companies need to take a strategic approach and implement what will work best for their own circumstances. Effective marketing will not only allow you to retain existing customers, it will ensure your branding also has a presence where potential customers are found. Marketing complements a business’ key activities by presented an integrated and consistent message across all internal and external communications. Marketing activites are created, managed and executed on a daily basis in order to build and enhance relationships with customers and suppliers alike.