Linking field and electronic marketing

Written by Azza Hawash

Linking field and electronic marketing

field and electronic marketing

Linking field and electronic marketing are crucial in the modern business world. They both aim to promote products and services and increase brand awareness, but this is achieved through different channels. In this article, we will discuss how to link field marketing and electronic marketing and make the most of these two complementary strategies.

What is field marketing?

Field marketing is defined as the efforts made by a sales team or field agents to communicate directly with potential or existing customers. It includes many activities such as trade shows, home visits, public gatherings, organizing events, and demonstrations. Field marketing is characterized by direct and personal interaction with customers, allowing for the building of strong relationships and a positive impact on customers.

As for electronic marketing, it focuses on using electronic means of communication to promote and market to customers. E-marketing strategies include website creation, social media marketing, email, and online advertising. E-marketing is characterized by global reach and the ability to reach the target audience via the Internet and expand the scope of the business.

How can field and electronic marketing be linked?

Integration between channels:

Integration between field marketing and electronic marketing can be achieved by directing the target audience to electronic channels. For example, your field sales team can encourage customers to visit the website or sign up for the newsletter by providing easy-to-access links and instructions.

Taking advantage of social media:

Using social media as an electronic marketing tool is an effective way to link field marketing with electronic marketing. The field sales team can use social media platforms to connect and interact with customers, sharing valuable content that reinforces the brand and drives engagement. Potential customers can also be directed to web pages or online stores through links in social media posts and content.

Collecting information and data:

Field marketing can be used to collect valuable information and data about potential customers and existing customers. Your database can be updated with new customer details collected during field activities. This data can then be used within the framework of e-marketing to better identify the target audience and target appropriate marketing messages.

Using joint offers and campaigns:

Joint marketing campaigns that combine field marketing and electronic marketing can be launched. For example, your field sales team can offer discount codes or exclusive offers to potential customers during field events. These offers can then be promoted via electronic marketing channels such as email and social media.

Performance evaluation and analysis in field and electronic marketing:

The performance of each marketing strategy should be analyzed and measured separately and jointly. Analysis and tracking tools can be used to identify potential successes and improvements in each channel. For example, customer conversions from field marketing to online marketing can be tracked and the response rate and sales generated can be measured.

Enhanced cross-notifications:

Field marketing and electronic marketing can be complementary in sending cross-notifications. For example, after a field marketing meeting with a customer, a marketer can send a thank you email or text message reminding you of the conversation you had. This enhances communication and helps in strengthening the relationship with the customer.

Track customers across channels:

An important aspect of linking field marketing and e-marketing is tracking customers across different channels. Unique customer identification codes or custom links can be used to identify customers who have interacted with marketing campaigns in both field and online marketing. This information can be used to improve future marketing strategies and tailor offers and messages more accurately.

Collaboration between teams:

There must be cooperation and coordination between the field marketing and e-marketing teams. Each team can share information and experiences, and exchange successful ideas and strategies. Regular meetings can be held or technological tools can be used to facilitate communication and integration between teams.

Leverage analytics and data:

Analysis and data are one of the basic elements of e-marketing. Field marketing can also benefit from these analytics and data in collaboration with the digital marketing team. Data can be used to analyze field marketing results, identify successful factors and areas that can be improved, and build better strategies for future events.

Providing a comprehensive customer experience:

The ultimate goal of linking field marketing and electronic marketing is to provide a comprehensive and integrated experience for customers. When field and online marketing efforts are well coordinated, consistent and reliable messaging can be delivered across all channels, enhancing brand awareness and building customer trust and loyalty.

It should be noted that these strategies and benefits may vary depending on the industry, business type, and target audience. So, it is always advisable to carry out research and case studies to find out which methods are most effective and suitable for your organization and needs. Ultimately, linking field marketing and online marketing can be an effective strategy to enhance your brand and increase sales.


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