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

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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