There's no escaping technology. As employers we don't need staff to
have a PhD in IT, but we do need a general awareness of technology.
We're all committed to the technological revolution but we need people
to staff it.
It's vital to invest in technology training for our people. We need them
to know how to use technology and interpret the results gathered to
maximise the success of marketing campaigns.
Field marketing has been particularly quick to grasp the benefits of
this new technology and also recognise the need to invest, thereby
making the best use of it.
Training has always been a priority to field marketers given the variety
of the discipline. The introduction of handheld computer devices has
revolutionised the collating of inventory data and checking
The main reason for this is the speed and accuracy of delivery. Allowing
field marketers to keep a close eye on the success of an in-store
campaign and to spot trends as soon as they occur is something that was
virtually impossible five years ago.
While investing in technology and staff training may appear costly in
the short term, the longer term benefits more than offset these initial
It should be remembered that technology is, at the end of the day, an
enabler. People write the software, people input the raw data and people
ultimately interpret that information.
If you haven't made the appropriate investment in enabling your staff to
work with new technology and provide them with the analytical skills
that go with it you will struggle to compete.
Indeed, understanding technology in field marketing is now as important
as understanding the retail marketplace and the client's brand. So
whatever marketing discipline you are in, turn on and tune in to the
technology revolution or risk dropping out of the marketplace