Is just the marketing sufficient ?

Well As Arindam C of IIPM says, that you can give Thorns to competition and eventually defeat, guess the statement is just partially true.
Else IIPM would have been a better brand by now than IIM (which everyone knows is not true).
Guess they have to learn and know Product (in case of manufacturing or .com) & Content & Quality (in case of service).

Companies can spend crores on paid search use SEO/SEM. But unless they cant keep themselves updated they will eventually loose.
Recently Google search engine modified algorithm to increase/include weight of freshness in search results. Content (majorly dominated by keywords) already has got good weight in search results.
Its essential now for websites not just to spend money on paid search but also on keeping content fresh/ modified.
As internet penetration has been increasing and whole world looks to Indian as a country where % Inet users growth is highest search results and role of content writers would also become more important. Not just normal keyword search , but keeping blogs updated, visitors interested in website to increase time spent on site .

All internet (especially the new formed one's) know importance of this and are gearing up, investing heavily on this.
eg aaramshop.com, flipkart, myntra,infibeam all keep their blogs very updated and keep users informed about services offering, latest on their site, how they doing, latest on ecom technologies etc..
If you see their competitor of aaramshop, mygrahak.com has not invested much on this and thus is loosing as now many people yet know about the site. So I have been trying to talk to mygrahak people to make them aware of the fact and enlighten importance of  content, blogs and keeping content fresh.

So this part of my blog covers the quality or content bit, later will share some new product ideas i saw recently on a few websites.