Technology is the last thing you need to worry about

Technology is the last thing you need to worry about

If you've not even thought about the reasons why you're losing market share to a competitor or worked out what your customer journey might look like, don't even bother looking at technology. It is an enabler, but you need to work out what it's supposed to be enabling first.

This is probably the most misused infographic in marketing tech conversations. I see this slipped into presentations about the landscape of marketing technology and I've seen similar maps for social media landscapes. They're rarely shown in any useful context. Typically, they're used by someone selling me some consultancy.

Yes, there are a lot of tools and vendors. If you look at this chart you're going to feel overwhelmed. It's deliberately complex to highlight a complex environment. But no one designs systems by looking at charts like this.

If you were to throw up all the logos of apps in the Apple AppStore you'd be pretty confused too and it would be totally counterproductive. But you go to the AppStore and it's not that confusing because you know what you're looking for: a game, a calculator or your bank's app. Then you evaluate whether it's a good app for you by reading the description and looking at the reviews. You might then try it and if it isn't so good, you delete it and try something else.

It's like looking at this image and then saying "the tool landscape is so complex." But if you had to tighten a bolt, you'd just pick up a spanner.

So look at infographics like these for "Huh, interesting" value but don't freak out, they're not meant to help you choose the right tool.

The Really Test

The Really Test

Adblockalypse? Good.

Adblockalypse? Good.