It's what allows you to become well-known or aware within the marketplace. The marketing though, is not as important as the business structure. There is age-old proof that the business structure is of utmost importance. Every single day there is a new company coming along that sells the exact same thing our grandfathers sold. They come in, and still make money, and it is purely based on organization.
Marketing is still secondary.
You can build a ship, but without the wind to catch the sails, it isn't going to operate. The classic dilemma of not being able to deliver on your promise. But those types of people are few and far between. You must have equal parts long-term planning and strong business fundamentals. Build the business, create the long-term planning.