It is always a good idea to have some sort of a marketing strategy for your business. It can be easy to get carried away with investing in multiple marketing avenues without really checking if they are giving you a decent return on your investment and if it is still viable for you to continue with it. 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 marketing avenue by them not communicating with each other or with you.

Ideally you want to have one person or a team of people within your organisation that are responsible for your marketing to ensure that you are able to keep on top of it but this may be costly and you may not want to employ someone just to do marketing. It may be that you need to outsource the marketing if you do not have the knowledge and experience in house, but they should be responsible for overseeing that any third party company that you are using is doing what they should be.

When creating a marketing strategy try to think of short term and long term goals and some things are pretty instant and others take time.