Complements to the Internet

The field marketing feature in last week’s edition (MW February 15) was an interesting read to say the least. I was surprised by Gary MacManus’ comments regarding field marketing and the Internet.

MacManus suggests that “the industry is stretching its definition of field marketing to the boundaries of stupidity” and then says “Field marketing is face to face and it is ridiculous to suggest otherwise”.

I hope for Aspen’s sake that MacManus isn’t this narrow-minded when it comes to dealing with clients! Surely using the Internet complements face-to-face activity.

Here at Mosaic Technology we listen to our clients and respond to their needs, whether face-to-face activity, teleservices or e-marketing. Each year clients spend millions of pounds on employing field marketing agencies for their strategic input. Each client requires a different strategy, which relates to its specific brand. Field marketing, therefore, is quite clearly an art rather than a science. The Internet will serve as a catalyst to this art by enabling field marketers to add another service to their portfolio and provide clients with added value.

We value our clients and certainly don’t regard their desire to have an online offering as stupid. If other field marketing agencies continue to ignore the power of the Internet and the benefits it can bring to their clients, it is they who will be in “muddy water”.

Richard Thompson

Chairman

Mosaic Technology Europe

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