Marketing expense begins where capital expenses end.
You can buy an office chair at a Big Box store for $50. It will do the job.
You could buy an office chair with style and greater functionality for $500. It will probably do the job better.
The $500 chair will also give signals about how you view form, function, comfort, attention to detail, and so on.
The first $50 could be viewed as a capital expense. You needed a chair.
The next $450 could be viewed as a marketing expense. You intentionally spent extra to buy a chair that had better form, function, and so on.
A visitor can then expect that you care about form, function, and so on, and not just using the easiest, cheapest option.
What does your chair say about you?