ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Which Type Of Marketer Are You?

Updated on January 6, 2018
Are you traditional, savvy, or evolved in marketing?
Are you traditional, savvy, or evolved in marketing? | Source

Businesses fail very often for one reason. Your goodies are not selling. This might feel to be too simplistic an explanation. But is it not the case that business failure usually begins with low sales. You're not selling enough. You're not selling fast enough. You're not selling at all ... ...

The prevention for such a tragedy is marketing. Again, this might seem too simplistic a statement. There are so many methods of marketing, and marketers and quite often, an error in strategy is equally a recipe for failure. To prevent the latter, marketing must be approached with the right mentality. This begins by understanding what marketing should be. The following marketer archetypes illustrate what proper marketing is and isn't.

The Non-Marketer

Nostalgic as they might be, the non-marketer's approach of setting up and waiting for business, wouldn't survive long in today's markets.
Nostalgic as they might be, the non-marketer's approach of setting up and waiting for business, wouldn't survive long in today's markets. | Source

The Non-Marketer is your medieval village storekeeper. He consolidates his products, sets up shop, and he waits for business to come. Occasionally, he might perform some elementary promotion effort, such as coercing fellow villagers into buying from him. In short, however, his marketing model is that of waiting for business to arrive. The assured farmer waiting for crops to grow.

Such a marketing model has little chance of survival in our modern world, if any chance at all. With millions of competitors, the technology for instant sales and a myriad of communication channels, the non-marketer wouldn't even be noticed. His business would literally be drowned in a sea of competition. Personally, I consider the non-marketer a business plan for disaster.

The Traditional Marketer

The Traditional Marketer embraces the fundamental principles of marketing. He collects relevant information and approaches the task from the classic "4Ps" of marketing viewpoint. He produces a sellable product or service, then he sets a sensible price. Finally, he determines the ideal place of business and works on informing potential buyers about himself. Sometimes, his promotion is enhanced by endorsements such as industry accreditation, client testimonials and so on.

This approach is the polar opposite from that of the Non-Marketer. Already, it reflects a shift in mentality from waiting for business, to actively attracting business. Such an approach continues to have its merits in our modern world, except, how long is it going to stay effective for an audience increasingly sophisticated and informed? An audience that is also distracted by endless alternatives on so many fronts. In order to compete with these alternatives, would the Traditional Marketer end up incurring too much cost and time? With continuously diminishing returns?

More and more so, this traditional approach might be turning obsolete.

Do you think the tradition "4P" approach to marketing is still relevant today?

See results

The Savvy Marketer

The Savvy Marketer does everything the Traditional Marketer does, but he performs it with finesse. He uses modern methodologies such as surveys and focus group discussions to consolidate market opinions. He also considers every possible channel to push his offers, a strategy similar to Jay Levinson's guerilla marketing tactics. Every step of the way, he ensures he remains in active contact with the target audience. It could be said that every decision he makes is made specifically for his clientele.

In addition, the Savvy Marketer constantly relies on client opinion to refines his products and services. He cultivates the impression that it is not his product, but the product for his clients. He also doesn't solely rely on information transmission during promotion. In other words, he doesn't only distribute flyers or put up a website. He hunts for business actively. His instruments are modern channels of communication, such as social media. As much as possible, he narrows in and contacts his target audience without a middle man. Chance is given little tolerance in his marketing plan.

Most successful businesses today, big or small, are Savvy Marketers. These are the businesses who have embraced technology in the quest of shortening the journey to the customer. They make themselves available at any hour of the day, literally. They also project the image that they are the natural, if not the only choice for selection.

The Evolved Marketer

Overview of a standard product life cycle.
Overview of a standard product life cycle.

The Evolved Marketer is the Savvy Marketer with one additional game-changer. He recognises fluctuating market demand could be a destructive force, and so he devotes significant effort to manipulating demand. His promotional messages are subtly fine tuned to imply superiority over the competition. In many cases, the promotional message itself is also crafted to generate new demand.

At the same time, Evolved Marketers embrace the concept of finite product life cycles. Few things in the world sell forever, so Evolved Marketers always pave the way for future product introductions. The decline of one product is negated by the birth of another. In this way, the Evolved Marketer sets in motion a recurring cycle. This cycle ensures he never runs out of things to sell, also that he is never short of things to promote. Over time, his influence over demand generation might even lead to industry leadership. Needless to say, this is the most desirable pinnacle for all marketers.

© 2016 Kuan Leong Yong


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)