CAREERS: Comment - Field marketing is essential for new technology

A new technology product has a life-cycle of just 90 days - 90 days to succeed or fail, 90 days after which marketing staff must have delivered results.

A new technology product has a life-cycle of just 90 days - 90 days

to succeed or fail, 90 days after which marketing staff must have

delivered results.

The challenge is to find the most effective way to market new


Traditional methods have involved a bias towards advertising, a tendency

that doesn’t always deliver the necessary return on investment.

My 15 years of experience in the IT industry has shown me that the only

way to effectively market technology to consumers is face-to-face. It’s

a rare customer who asks for a mobile phone by model and


Marketing of technology requires a personal approach, and the retail

outlet is the most important point in persuading the customer to


This turns the traditional promotional model on its head, with a greater

emphasis being placed on field marketing. Many marketers underestimate

the unique marketing structure needed to reach their target market

effectively just by relying on advertising.

A unique combination of business sense and technological nous is needed

for high-tech field marketing. The results are an improved marketing

strategy for clients and good career opportunities in the field

marketing sector.

Richard Thompson is chairman of EMS.


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