Igor Roitburg Technology emergence improved field marketing

Field Marketing is often employed in retail markets to assist raise awareness of a brand or to directly engage with customers and boost sales. Here Igor Roitburg explains how technology made the field of marketing simpler.

FM covers everything from sampling and 'mystery- shopping to experiential and guerilla tactics. Figures have shown, time and again, that a decent, well- planned FM campaign offers a considerable Return On Investment (ROI).

Almost every major retailer has some sort of marketing department, accountable for subcontracting FM agencies. In short, FM has become an important part of the way business is completed within the world, though many firms have didn't grasp its true potential.

The technology market is not any exception to the current. We board a world that's utterly dependent upon the machines that it builds; where our doctors, soldiers, lawyers, and businessmen now use computers as a typical part of their day-to-day lives.

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In many cases, this is often true. However, physically experiencing something creates way more of a control than, for instance, watching a video on the web.

In this respect, Igor Roitburg says that FM includes a role within the tech market. There are excellent ways FM may benefit technology retailers, and therefore the methods use largely rely upon the character of the products being marketed.

As an example, a brand new video-games platform might warrant a hands-on opportunity at a personal venue, whereby fans can experience it first-hand.

If a bit of software is that the focus of the FM campaign, then distributing free (limited functionality) samples are also the foremost prudent course of action.

Field Marketing + Technology

For the launch of a replacement computer or, particularly, a brand new software, a conference and demonstration could be in order. At the far end of the spectrum, a technology designed to be used by law enforcement or similar could require a practical demonstration of its effectiveness within the field.

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The key, with marketing technology, is to bring it as near the customer's needs as possible. We generally use technology in a personal or professional manner to convenience ourselves, but convenience is difficult to speak without a first-hand display to showcase the potential of the brand.

In short: A consumer is more likely to speculate in an exceeding product if they feel that it could play a job in their lives, then FM must make sure that the technology is portrayed intrinsically.

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