Yes and no. Marketing still remains to be marketing. However, for startups it's all the more crucial. After all, it's important for any new player to distinguish themselves when entering an existing market. Since there's no significant brand presence to fall back on, startups need to establish a new presence for themselves to perform well. Planning a budget and goals is also imperative for any startups. They typically don't have a lot of financial muscle and business resources to work with. Marketing doesn't necessarily have to be expensive so startups have a plethora to choose from.