When times get tough and business slows down, or when brands are faced with new competition, we start pulling out the stops with our marketing. Grasping at straws, we reach for lifelines in the hope that one standalone marketing tactic will get customers pouring through the doors. Who are you talking to? The reality is that effective marketing needs to be a planned and consistent strategy, derived from knowledge about who your target market are, and where to reach them. A bri