Most people believe that marketing is advertising - and rightfully so. It's what we see on TVs, billboards and our social media feeds.
Another way to call advertising is to call it variable cost marketing: paying each time to get your message out there - but why does no one talk about the art of fixed cost marketing?
The idea of taking a fixed sum of money and putting it into the product or service to make it even more compelling. User experience designers know this but for marketers starting out - it's typically an after thought.
The more and more people focus just on the virtues of variable cost advertising the more it will increase the value for the brave marketer that decides to invest in fixed cost side marketing.