New Alliances and Strategic Partnerships -

Upgrades in Field Marketing through Digital Tools and Crowds

Apart from globalizing, we currently see new alliances and strategic partnerships along service delivery and service type popping up in every business sector. There are classical consultancies aligning with digital advertising agencies, global market research giants buying into tech companies, or cooperating with Google or other channel owners or information brokers.

As can be seen from the results of an online survey with Field Marketing agencies from 28 European countries, also the majority of these Field Marketing agencies is adding or extending their service portfolios. Though some developments derive from wishing for a better management or usage of existing resources, key drivers are the changes through digital transformation affecting Field Marketing clients (as well as society as such) and therefore what is required of Field Marketing agencies.

New Alliances

So for the past one and a half to two years also in Field Marketing one could see new alliances and co-operations arriving, though not necessarily contractually framed as joint ventures or strategic partnerships, yet.

Most of these new alliances still centre much around service delivery, there hardly is a major European/global group network that is not connected one way or another to technological companies or companies that started with a technology solution background, especially when we’re talking about fields like image recognition, as well as crowdsourcing companies.

Field Marketing companies belonging to larger business entities like Omnicom or WPP do have easier access to strategic partnerships and alliances. Within these business entities, we also see routes taken the other way around: transposing brick & mortar services into e-commerce services, like experimenting with virtual promoters or online merchandising (monitoring defined retailers sites, for compliance with predefined promotional conditions - product, placement, price, promotion, pictures and stock balance.

A need from both sides

The need for cooperation herewith exists for both sides, the tech-driven newcomers and the established Field Marketing agencies: technological tools need to be applied by someone. So new technologies are no threats per se to Field Marketing, embracing these developments and being early adopters, just increase options for developing new services/solutions for clients, and they affect speed and a demand for even further agility, flexibility and scalability. Building on these logical collaboration points, the real challenge—but also the real exciting opportunities—do derive from translating technological driven developments into new service offerings and the reason for selling a new services must not found on the fact that there is a new technology/tool/toy or service available, at its core needs to be customer centricity, and that means providing a (better) solution taking away the customer’s worries and pain instead of fueling price wars.

Field Marketing agencies probably better than anyone else are able to integrate transforming technologies into services, to manage collaboration, because Field Marketing always had to deal with manifold clients, clients’ departments, data/KPIs, and most of all they do know how to manage, educate and motivate humans.

Want to read more about Field Marketing?

Download for free:

Impactful, Innovative & Interdisciplinary: Identifying Field Marketing Part I of a study of Field Marketing in Europe, defines Field Marketing as being about personal interaction, with a DNA consisting of the two strands sales and marketing. These two strands are reflected both in the service range of the majority of Field Marketing agencies, as well as in modern day hybrid services delivered for example by “brand ambassadors”, providing Availability, Activation, Engagement and Implementation Insights to Field Marketing clients across all industry sectors, all sizes, locally and globally, thus making it into a billion Euro industry in Europe.

Influences, Interactions & Innovations: Framing Field Marketing Across Europe, is based on the results of an online survey with 59 Field Marketing agencies from 28 countries, and delivers insights into the capabilities and services within the frame of retailers’ and manufacturers’ pre-requisites, as well as an evaluation of the impact of current developments - retail restrictions, international projects, shopper marketing, online/mobile promotions, plus crowdsourcing and other trends - on budgets and services as seen by Field Marketing Agencies.

Coming September 12th:

Innovation Integration & Implementation: A Glimpse @ the Future of Field Marketing, is taking a glimpse at future needs and requirements in a shopper centric environment powered by digitalizationand technology. Part III looks at Field Marketing as a Glocal Business, New Alliances and Strategic Partnerships, as well as Scaling Up Plus Scaling Down of services.

written by Glaeser Kerstin (16 posts)

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