People spend money with companies they know and trust. Continual advertising builds awareness and trust in your company. Marketing strengthens your identity. When you quit marketing you shortchange your reputation, reliability, and the confidence people have in your company. Marketing enables you to hold onto old customers.
Many enterprises survive on repeat and referral business.
Old customers are the keys to both. When old customers don't hear from you or about you, they tend to forget you. Marketing maintains morale. Cutting your marketing seems a signal of failure to those who actively follow your advertising. Marketing gives you an advantage over competitors who have stopped marketing.