Some people think of marketing as being only important to a business that is getting itself up and running. Others think of marketing as an ongoing activity that needs to be used to drive sales. In actual fact, marketing, and especially digital marketing, should span both of these, and should be there as a constant source of brand awareness and building up a business. Marketing does of course have certain aims to fulfil, but these can be really quite far ranging and will need to have a certain amount of KPIs associated with them to make sure that they are still doing their job.
Marketing is a holistic effort for the most part; it is something that will perhaps allow a business to grow, but will also be the basis for a campaign in brand growth and conversions. Ensure that the marketing delivery functions are in place to deliver marketing effectiveness throughout.