People who work in marketing are in charge of creating campaigns that attract customers to a business. The purpose of the campaigns is to get potential customers to take action by purchasing a product or service, visiting a company's website or coming into the company's store or office. Innovative marketing professionals need to be creative and develop marketing ideas that are fresh and new to consumers.
Graphic Designer
Graphic designers are innovative marketing professionals. They use imagery to convey a message, tell a story or attract customers to a business. Consumers are constantly seeing images throughout their day, so a graphic designer must create innovative imagery to break through to people by catching their attention amid all the other visual elements. Designs are seen in a variety of places, depending on the industry. Billboards, newspaper or magazine ads, commercials, websites, online ads and emails are all places a designer's work will be seen by consumers.
Copywriter
A copywriter is in charge of writing text for various marketing campaigns. Copywriters must be innovative because they need to convey a message quickly, clearly and often in only a handful of words. People browsing newspapers or magazines will not stop to read several paragraphs explaining the message in an ad; they will look briefly and read a few words, then move on. Copywriters must use specific words that convey emotion as well. Humor, sympathy or shock are all different emotions that copywriters convey through words to attract people to a business. Copywriters often work in conjunction with graphic designers on various ads, websites, emails or brochures.
Viral Marketer
Viral marketing is essentially word-of-mouth marketing. A successful viral marketer creates a campaign that is shared from one consumer to the next, and has such an effect on people that they want to then share it with their network, essentially spreading the campaign from person to person like a virus. This is mostly done online, mainly due to the speed at which content can be shared online. Website links to videos or images is a common way people share marketing messages virally. Some people design campaigns specifically for the viral audience. They create entertaining ads or videos that propel people to watch and then say, "You've gotta see this" to all their friends. The content might be less about the product or service and more about entertainment value, though the company or product's website or brand needs to be inserted for successful marketing. Inserting an aggressive promo campaign, like free products, is another way to get people to share the campaign virally.
Guerrilla Marketer
Guerrilla marketing was introduced in the 1980s by marketing guru Jay Conrad Levinson. Essentially, people who work in guerrilla marketing create campaigns that seem to sneak up on you, or that are far from the traditional marketing campaigns. The campaigns are entertaining, unconventional and sometimes shocking. Guerrilla marketing campaigns include product placement in TV shows or movies, representatives on the street sharing a message via conversations or people wearing the brand or message on clothing or even as tattoos, sometimes on a person's forehead. Some people also get paid to let marketers advertise on the person's car, so whenever they drive, they are marketing a product or service via guerrilla marketing. Guerrilla marketers are naturally innovative and must constantly create content that has not been done before.
