Magazine article Marketing

Comment. (Careers)

Magazine article Marketing

Comment. (Careers)

Article excerpt

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, there by 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 campaigns.

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. …

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