A marketing strategy is very important to any business. It can be easy to get carried away with investing in multiple marketing avenues and you need a way of being able to track how successful they are and how much money you spending compared with the return you get on the investment. Some forms of marketing are done not to directly get sales but to boost awareness of a brand or to get customer feedback but these can all help have a positive effect on other marketing you do.  If you are using multiple companies for your marketing then you may also find that they overlap their services meaning that you are paying twice for the same thing, or even missing out a significant areas that you should be investing in. 

You may want to have your own in-house marketing team or person who are responsible for your setting up and analysing all your marketing campaigns. You may decide that it is more beneficial to outsource the marketing to a third party agency if you do not have the knowledge and experience in-house. This will often cost more but you may get a better return.  

It is important to create short term and long term goals when it comes to marketing and be realistic with your expectations.