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Effective and continuous marketing is very much required for success of your business. You can get the advice of experts to do effective marketing through online.
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A crazy question.
Were you really expecting a one-sentence answer? Given that MBAs, Harvard Business Review etc have been trying to answer this question since forever.
You will be selling a product or service. So you must find one. This will involve sourcing raw materials and adding value; creativity (in essence, idea generation) and innovation (in essence, idea commercialization) etc etc. You must find margin between the buy and sell.
Marketing is essentially demand-optimization (see http://www.va1ue-chain.com/What%20is%20Marketing.pdf) and online marketing is one way of generating that demand, so it is not a must but a method that is commonly engaged in because it has low barriers to entry.
There is a HUGE amount to learn. The best method is to a) start doing it and b) get some business education (an MBA etc).
You should only market where your customers are. If your targeted customers are online (they search and find information via the web) - then you should be marketing online. If they do not seek their information online - then you don't have to be. Marketing is more about knowing your customers needs and actions then just putting out a blind message.
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