Online Field Marketing

Mark and I were on a client call yesterday morning with a VP of Marketing who called what we do “field marketing,” popularly defined as “connecting with existing and prospective customers through non-mainstream media methods, grassroots marketing is also known as field marketing, word-of-mouth marketing, etc.” I think this is approximate. Truth is, while field marketing is an extremely expensive, resource-intensive on-site method of direct marketing, the Internet allows online advocacy to be more efficient, more targeted, less expensive, and much more environmentally sound. At the end of the call, the Veep paused and said, “you guys are evangelists,” and I thought of Guy Kawasaki (another local boy from Hawaii) and his exemplary evangelism for Apple, “back in the day,” and smiled. It feels like we’re doing something right. We’ll see, bumbai, meaning “later on” in Pidgin English