2 simple tips to make tech problems less challenging

In the last post we covered three major challenges exist in the current technology selection process for your business.

The #1 challenge on that list

"Lacking a fundamental understanding of current capability."

The key phrase here is fundamental understanding, you don't need to understand how everything works to make it work. Plenty of folks who are not mechanics are out there driving on the road every day. You may not understand the mechanics of combustible engines, but at least you can see it and touch it. It’s the same principle with technology. Most technology is not tangible which immediately reduces our ability to understand it.

This brings us to our first way to improve our understanding!

Make it tangible

Whether you like to doodle or have a spare pile of Legos laying around the office (if not, you should). Take a bit of time to just map out the lay of the land. Boxes, labels and arrows are ultimately all you need to start developing a better understanding of where and how your marketing technology works, and importantly, how it impacts your customer's experience.

Okay. We created a diagram. Now what. The process of making things tangible should immediately start to make things a bit more clear, but we're going to take it one step further.

Use analogies

This is probably my most coveted way of explaining marketing technology in way that anyone can understand almost immediately. Use an analogy. In general, analogies are a great way to develop a deeper and shared understanding for a topic or for communicating with others. But in this use case, analogies are incredible at helping us develop long-term understanding of an otherwise foreign topic.

An example analogy for "personalisation".

Visiting your local cafe a few times a week is great, you get a nice hot cup of joe and a much needed break from the daily grind. The cafe is always busy and bustling, but they get your order quick and they get it right.

Now, a few weeks later, you show up to the cafe and are greeted by your first name and a "Welcome back". Well, that feels nice and special.

That's personalisation in action and in a way that almost anyone can understand in 30 seconds or less!

Recap

Make it tangible and use analogies to really understand something you may not otherwise. Remember, technology is never as complicated as you think.

Stay tuned for the next newsletter and we'll continue to unpack ways to tackle various challenges in the world of marketing tech.

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