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

technology.



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

specification.



Marketing of technology requires a personal approach, and the retail

outlet is the most important point in persuading the customer to

purchase.



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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug