Marketing consultancies advise businesses and other organisations on how to understand customers, define their position in the market and plan communications. Work may begin with reviewing existing marketing activity, researching customer needs and competitor activity, or assessing a product, service or brand. Consultants can help identify target audiences, develop a marketing strategy and set objectives suited to an organisation's needs. Services may include advice on branding, market research, customer experience, content, advertising, public relations, social media, email and search marketing. A consultancy may prepare campaign plans, recommend channels and budgets, support the selection of suppliers, or help an in-house team put agreed plans into practice. Consultants can also establish ways to measure results, such as tracking enquiries, sales, engagement or customer retention, and use this information to review future activity.