Meet the six marketing personas: which one are you?

What are the six marketing personas? (Source: Bigstock)

In my years of navigating the marketing landscape, I’ve seen it all. The characters in this world are as varied as the strategies they employ, each with distinct advantages and subtle pitfalls. Understanding these six distinct marketing personas can both help you recognise your current role and inspire you to adopt beneficial traits from others.

Here’s my take on the six marketing personas shaping our industry, built on my firsthand experiences.

The Artist

The Artist breathes life into ideas, transforming everyday concepts into awe-inspiring campaigns. Their workspace is a shrine to creativity, littered with mood boards and colour swatches. While their pursuit for perfection can sometimes stall projects, their campaigns leave lasting impressions when guided efficiently. Artists thrive in environments where their creativity is channelled and timelines are gently enforced, ensuring their vision meets viability.

2 The Corporate

With a playbook that is as sharp as their suit, the Corporate marketer is a master of the grand strategy. They navigate through corporate jungles with ease, linking marketing campaigns directly to business outcomes. Their command over budget allocations is unmatched, although they might struggle with the nuts and bolts of digital tools. They shine brightest when paired with tech-savvy teams that can translate their high-level strategies into digital successes.

3 The Scientist

Armed with spreadsheets and statistical models, the Scientist decodes consumer behaviour and market trends with precision. Their approach is methodical, and they are relentless in pursuit of data-driven strategies that eliminate guesswork. While they excel in funnel optimisation and ROI improvements, incorporating a dose of creativity could amplify their campaigns’ emotional appeal, making their data tell a story that resonates with the audience.

4 The Traditional

The Traditional marketer wields classic tools with confidence, championing print ads and broadcast media with a nostalgic flair. They respect the power of a well-placed newspaper ad and the reach of a prime-time TV spot. However, to stay relevant, they must blend their time-honoured techniques with digital tactics, learning to capture the digital-native audience without losing their trademark style.

5 The Start-up

Start-up marketers are the Swiss Army knives of the marketing world, adept at pivoting strategies on a dime and stretching budgets to their limits. They blend analytical rigour with creative thinking, often serving as their own graphic designer, copywriter, and data analyst. While cautious with risks, they could achieve greater heights by occasionally betting big on bold, innovative strategies that disrupt the market.

6 The Bro Marketer

Always with their feet up on the desk, exuding a vibe that everything they touch turns to gold. They’re the person who always seems to be in the right place at the right time. With an infectious energy, they make everything look effortless and their marketing campaigns are no exception. Plans? Who needs them when you’ve got charm and luck on your side? Their approach is all ad-hoc, riding the wave of serendipity. But beware, while things often work out for them, it’s usually just for a time. Sustainability isn’t their strong suit, and their lack of planning can eventually catch up with them.

So, which one are you?

Persona strengths and weaknesses

The magic happens when different personas collaborate, imagine the boundless creativity of the artist combined with the meticulous analysis of the scientist. It’s nothing short of magic. The result? Campaigns that not only catch the eye but also deeply resonate.

However, corporate and traditional marketers, even the lucky bro, need to evolve or risk being left behind. In this relentless, unforgiving and rapidly changing digital landscape, staying relevant means embracing new technologies and strategies.

Whether you’re a start-up marketer or a seasoned traditionalist, success in marketing comes down to one thing: adaptability.

Keep pushing the boundaries, keep innovating, and never stop learning.

This article was first published on Inside Small Business.