There are two kinds of people in the world, those who believe there are two kinds of people and those who don’t. - Robert Benchley
This statement perfectly describes marketing strategies as well as types of people. There are two.
One can be defined as a traditional, comfort zone marketing, when a common enterprise uses traditional channels in order to find the product/market fit and continuously allocates a budget to keep it going.
Another one is used by budget constrained players who don’t follow the traditional approach and try to change the rules of marketing a product. Hence the initial investment allows to scale the marketing efforts and to reduce the cost of acquisition of new customers till $0. Those players are growth hackers.