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.