Most internet companies do not know this, but there is a difference between marketing and advertising.
Marketing is a strategy.
It is defining how your customers will perceive your company. An effective marketing campaign will shape your customers image of your company in a positive manner. In order to have a good marketing campaign, you must first define the image you want to portray. Some of the most successful companies have chosen this wisely. Your image is defined by color choices, font choices, and other factors.