Throwing more light on the field

The article “Lifting the veil” (MW June 15) raised some interesting issues; however, there are some added points to be made.

There is a perception that field marketing is only associated with packaged goods, but the industry needs to be reminded that the IT industry also uses field marketing.

Field marketing is not a science, but an art. Every user has a different perception and different needs. Not every client requests the same bundle of products. It is up to agencies to inform the target audience of what we do, and there is certainly no reason for changing the name.

The main focus of the DMA or FMC should be to educate users about how field marketing can affect the bottom line.

Richard Thompson

Chief executive

EMSChiara

Marlborough

Wiltshire

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here