Marketing should never be an afterthought - and should be informed by vital decisions on brand image and target audience.
Ideally, startup founders should start thinking about how to get the word out as soon as possible. After all, you could have a revolutionary product, but if no one is going to hear about it then what's the point?
Marketing can be incredibly powerful tool, and for what was once a costly activity, the barriers are now significantly lower thanks to the internet and social media.
This is excellent news for startups, which generally have a very limited budget for these kind of activities.