Field marketing is a method of
direct marketing
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as ''direct response marketing''. By ...
that involves people distributing, auditing, selling or sampling
promotions in the "field".
Field marketing is historically thought of as a one-way communication tool. The brand's message is delivered from promotional personnel to the consumer whether through the medium of a sample, a piece of
merchandise, or literature.
In current times, field marketing may also include two-way communications such as requesting feedback about a sample or inviting consumers to follow a
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...
on
social media
Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...
.
Field marketing can be differentiated from all other direct marketing activities because it is
face-to-face personal contact direct marketing. Field marketing includes highly targeted direct selling promotions, merchandising, auditing, sampling and demonstration, experiential marketing, organizing
roadshows, events, and
mystery shopping
Mystery shopping (related terms: mystery shopper, mystery consumer, mystery research, secret shopper and secret shopping and auditor) is a method used by marketing research companies and organizations that wish to measure quality of sales and s ...
. These disciplines, individually or combined, develop
brands
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
and in their implementation show a clear
return on investment
Return on investment (ROI) or return on costs (ROC) is a ratio between net income (over a period) and investment (costs resulting from an investment of some resources at a point in time). A high ROI means the investment's gains compare favourably ...
(ROI) to the brand owner. This is a key feature and benefit of field marketing – seeing revenue expenditure generate a specific return.
Field marketing professionals are able to give support to marketing operations. This includes counteracting a competitor’s campaign and/or increasing market distribution. Individuals in this profession are preferred to have extensive knowledge of different industries. Personnel are experienced, trained, and supported by computer reporting systems. This allows for a high degree of accuracy and high-speed reporting and compilation of data that allows fast and flexible solutions to the dynamics of the changing environment tailored to the needs of the client’s market. Each marketing campaign might involve two or more core disciplines to maximize client budgets and give as much payback as possible.
[Direct Marketing Association . (2011, August 11). What is Field Marketing. Retrieved from Direct Marketing Association: http://www.dma.org.uk/toolkit/what-field-marketing ]
See also
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Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
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Co-marketing Co-marketing (Collaborate marketing) is a marketing practice where two companies cooperate with separate distribution channels, sometimes including profit sharing. It is frequently confused with co-promotion.
Commensal (symbiotic) marketing
Comme ...
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List of marketing terms
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Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
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Marketing management
Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and ac ...
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Outline of marketing
The following outline is provided as an overview of and topical guide to marketing:
Marketing – social and managerial processes by which products, services, and value are exchanged in order to fulfill individuals' or groups' needs and wants ...
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Real-time marketing
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Smarketing
References
{{DEFAULTSORT:Field Marketing
Direct marketing