On the Future of Field Marketing


When the Corona pandemic outbreak hit, the media industry was terrified of the emerging crisis.

Some brands created special campaigns and presented social responsibility and empathy, some of them going far beyond the simple selling of goods and services. The messages and the tone changed. No wonder, as consumers are taking a very close look at the behaviour of companies and their level of ambition in terms of ethical issues.

What the public expects from companies is that they will now walk the talk and act and take a consistent stance.

Think globally – Act locally

Although field marketing is among the marketing disciplines that have been most affected by the pandemic, it can be assumed that field marketing will recover, especially if we take into account that consumers have made their way back to the local.

Because of the restrictions imposed on consumers in connection with the Corona crisis, local advertising has become more important.  Nowadays, the radius of action for most people has become smaller than it has ever been. Relevant touch points are now almost all within walking distance. For advertising campaigns, local marketing has therefore become indispensable for advertising campaigns and this is likely to continue for quite some time.

Being local has become more important in general and many people are now more sensitive to what takes place and is offered in their immediate environment than was the case before the pandemic.  Although this trend was already evident in 2019, the events since March 2020 have greatly accelerated this development. Current and effective advertising campaigns are now characterised by the fact that direct and thus local references can be made for the target group.

Sustainabillity in field marketing

In addition to local marketing, eco-marketing has gained further importance in the wake of the Covid19 crisis. The ongoing debate about the impact of economic activity on the environment has intensified once again.

Marketers are now called upon to look for solutions and adapt their processes and concepts accordingly. But that it will pay off, and not only for the environment, we can already state with certainty. Now more than ever, companies need to take this approach so that sustainability is more than just a slogan in field marketing.

The step to truly sustainable activities remains difficult, but it can be observed that a large part of market participants are willing to take this step.

Authentic communication

Credibility is the key. It is less important which product is advertised, but how it is communicated to the consumer. A good story is significantly more effective and increases the brand loyalty much more.

Brands must therefore communicate in both ways, authentically and effectively. It will become more and increasingly important for advertisers to build genuine relationships and communicate with their potential customers as regularly as possible, as more and more consumers are looking for brands that are transparent and open before they make their purchase decision. Consumers want to know who they are giving their money and trust to and they want to know what it is being used for, because there is a growing awareness of ecology and economy. Therefore, authenticity and transparency are becoming the central issues in direct consumer communication.

Inspiring advertising messages, real-life stories and, in general, a commitment to the public spirit strengthen brand loyalty quite considerably.

The future of field marketing is empathetic and local.

Photo by Ann H on Pexels

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