Whether one subscribes to the idea that startups should spend as little as possible on marketing or not, one fundamental truth remains impossible to deny, even in this fast-moving and hyper-competitive industry where nothing remains static. That is, if people in any target market do not know about a business’s existence or their product or service, people will hardly be able to buy that product or service.
That being said, usually, the best way to look at startup marketing is focusing on ROI (return of investment). If a media can profitably attract paying customers, there is little room for excuses for not using it. However, marketing for startups is a unique case and some conventional advertising methods, though well tested, might not work or be possible for most developers and founders.