The first step involves understanding the existing marketing strategies of both companies involved in the M&A. This includes assessing their market position, target audiences, marketing channels, brand messaging, and overall marketing goals.

Post-merger, it's crucial to identify areas where the two companies can combine their strengths (synergies) and address any gaps in their marketing approaches. This might involve leveraging the stronger brand, consolidating marketing resources, or targeting new market segments.

The marketing strategy should be aligned with the overall objectives of the M&A. For instance, if the goal of the merger is to enter new markets, the marketing strategy should focus on market penetration and brand awareness in those new markets.

This involves creating a cohesive marketing plan that leverages the strengths of both companies. It might include unified branding, integrated marketing communications, and a consistent customer experience across all touchpoints.

After developing the strategy, it's crucial to implement it effectively across both organizations. This step also involves monitoring the performance of the marketing strategy and making adjustments as needed based on performance data and market feedback.

The marketing strategy should be seen as a dynamic component, open to continuous refinement and optimization based on market trends, competitive landscape, and the evolving objectives of the merged entity.

This approach ensures that the merged company can optimize its marketing efforts to achieve greater market reach, efficiency, and effectiveness in line with its strategic objectives.