So here's what we're doing for marketing:
- Press Releases
- Online game
I went through the exercise of listing the above marketing channels, labeled each of them "push" or "pull" (which just means whether you're pushing your product DOWN through your distributors via discounts to the vendors, etc. or if you're pulling your customers to you via promos to end-users, etc. there are may examples of push and pull in marketing) and also the function that I expected each of these channels to be responsible for.
Then evaluate each channel on its effectiveness based on conversion rate to actual transactions (or whatever is applicable in your case indicating a "sale" of some sort that generates revenue)
At the end of this you should have a clearer picture of where you should be spending more effort and money to promote and hopefully have a more consistent branding/marketing strategy - remember, you should always have an overarching objective that you're trying to achieve.
Get specific - is your strategy supposed to get you 200 new customers (actual conversion)? or simply spread the word to 20000 new potential customers (awareness)?