Advantages

• Marketing that is properly researched and targeted will bring new and returning customers
• Opinions of current and former customers can identify areas for improvement
• Raising brand awareness
• Allows for a more personal relationship between the business and the customer
• Increased market share

Disadvantages

• Marketing can be expensive and drain profits, especially for smaller businesses
• It's difficult to accurately assess the cost benefit of a marketing campaign
• Not all campaigns are successful because they were not carefully researched and planned
• The business may require additional staff to assist with advertising
• The cost of branded items used for advertising reduces profit margins
• The time required to keep information updated on websites and social media may require additional staff