The Importance of Investing in Ongoing Marketing

“Because the purpose of business is to create a customer, the business enterprise has two… basic functions: marketing and innovation.  It is the whole business seen from the point of view of its final result… from the customer’s point of view.” — Peter Drucker, leading expert on management theory 

Successful businesses never stop marketing.  Marketing is the regular, sustained nourishment that gets your business where you want it and keeps it there. Following are four reasons why thriving businesses engage in vigorous, ongoing marketing efforts:


  1. Protects your reputation:
  • Your business is always improving, yet people’s perceptions tend to remain fixed and may be out of sync.
  • It takes time to define/shape your reputation and you need to be doing it continuously, keeping customers up to date.
  1. Shapes your customer base:
  • As your business evolves, target different audiences: your focus may change only slightly or it may expand to a new customer base.
  • Constantly evaluate your target and adjust your messaging, visuals, and strategy accordingly.
  1. Gives you many options:
  • Having “just enough” business isn’t enough; with active marketing, there should be more demand than you can meet.
  • This allows you to properly select your customers, focusing on the most profitable ones, and have a waiting list ready for slower times.
  1. Secures your business’s future:
  • Marketing creates and strengthens business.
  • Don’t leave your future up to chance — plant seeds now that will harvest next season.

Viability – lots of work, happy customers, a busy staff – is a key milestone in the life of a business.  This is the beginning, not the end, of your journey and marketing will be your constant companion every step of the way.

Source:  Posted by James Archer,