It would not have called the position, but any of the marketers can be attributed to one of three categories:
action generators - media workers, advertisers, events, actionists;
generators of ideas - creators, draftsmen, inventors;
seekers of meanings.
Action Marketers
Wherever they come, whatever important things they have to do, they readily do advertising! Distribution distributes? There are no complaints about the information channels? Coverage is provided? Newspaper advertising came out? Goods to the exhibition delivered on time? Lida generated, site traffic is? So I work well!
These participants in the marketing process are separated from the marketing result - a satisfied customer. Their salaries do not even indirectly depend on the profitability of sales, brand awareness or on revenue. Their condition is the satisfaction of mastering money, of scale and scope, a kind of “responsible irresponsibility”.
The feeling that big budgets decide who will stay in the market and who will leave allows a huge number of media professionals to convert money into work year after year. However, the budgets do decide, but such a media company will fall into the company with the need for a point-like work with the client and the importance of direct direct communications and ... will die of boredom.
Marketers generators of ideas
What not to do - you need to do creatively! If last year the stand at the exhibition was like this, then this year you need what was different. What for? Well, you need a new one! New items in the assortment, endless redoing of brochures, many months licking of unimportant communication layouts: flyers, leaflets. Endless questioning with customer base. All this seems to be ideologically important, necessary-creative. And if there are no complaints about creativity - well and good!
The state of such marketing specialists is creativity, self-satisfaction from inventing and implementing artistically and aesthetically harmonious and attractive. They can not pay at all (conditionally
) - the process of self-satisfaction from finding, finding and implementing creativity is for them an end in itself.Previously, the role of the creator was really great. Unique, designed, copywriting, creativity - this was the basis of success. Now, while we were looking for a lost creative in the leaflet, the exhibition ended. While they were inventing a banner for SEA, the goods in the warehouse ended. As soon as they found the reason and the way of differentiation of the new product, the market situation changed. Long drew the affiliate cms company revglue(.)com/bespoke logo, but it turned out that the name is not patentable.
There are many such "creative generators" among the adherents of the "great importance" of distributing polygraphy or writing long "selling", but unreadable texts for the Internet.
Marketers - seekers of meanings
Today, a big role is assigned to the observer of the market, processes, for what they write, what customers say. These marketing specialists are not analysts or experts at Excel. These are people who peep around the environment and capture the nuances and meanings that are spilled around and in the market in which their subject of marketing turns. It is they who give rise to the ideas of the names of well-sold goods, brands, the ideas of creative leaflets that are not thrown out by CA, ideas in the methods and methods of distribution of goods.
You know, everyone is judged by themselves, and I, too, less and less of what was invented, was invented in the office. Moreover, the idea is not born, but spies on a stream of random. An unexpected strategic decision may be in the field of psychology and aesthetics of the world, but not at all in the field of rational. And I'm pretty sure that you understand - this is not just a marketing strategist. It's about the ability to generate meaning at any level of marketing and marketing management pyramids.
What is the difference between work, inventing an idea and searching for meaning?
Often a brilliant idea or a diligently performed work does not have any real meaning. This idea, for who she possessed, is valuable in itself. This, you know, as the organization of performance does not always imply any qualitative result at the end - the process and the satisfaction of the process itself is important. So some people tend to be different from others, and, inspired by this idea, they do not think about how it will be perceived by others and whether there is any sense in this difference. Some marketers come up with bright stocks or costly shows, completely forgetting about the marketing goal or the goal of the company that pays for all this “ugliness”. But is it worth it to “strain”, if the same can be solved by other, not burdensome and not so enduring ideas of the brain? If there is no difference - why pay more? Why pay?
And who is the most important?
Without generators of marketing sense, creativity is beautiful, but it does not sell ... The
media worker will spend any money on any advertising, just give ... The
seller does not know how to promote, he only exchanges the goods for money ...
That is, if someone listed above in the department marketing will be missing, the causal link will break, the bridge connecting such an elegant company (or campaign) and the market will collapse.
But what is certainly worse than this is the absence of a meaning generator in the team. Can you imagine a creative with a great new booklet idea or a media manager with a precisely optimized budget for SEA, and both without meaning