The trouble is, they get so wrapped up in what they’re doing, the technology and the objectives, the jargon and the statistics, the products and the profits, that they stop seeing the wood for the trees.

It seem the larger the organisation, the more cocooned in their technological bubbles they become. The marketing lingo is almost like a foreign language, acronyms are bounced about like rubber balls, the bigger picture is adhered to without any consideration for the ‘now’.

Therefore it is a good thing to deliberately put yourself in the place of the customer, and try and analyse exactly what is going on, what decisions have been made, what the promotions actually mean, how understandable are they, and how easy is it to perform online what the company wants to be done.

This is a common problem in such a fast moving technological world, where new methods are constantly created and objectives, opportunities and outcomes change. The personnel inside the organisation adapt to maintain the status quo, but do their customers? So much new knowledge is absorbed, implemented and monitored, that they forget outside world is struggling to keep up.

So sometimes the words that are used, the message that is put across, the way the company communicates with their customers, seems to have lost touch with the ‘real world’. They are so proud of their products and the technology behind them, this sometimes clouds over the real purpose of promotion: you need to use the same words the customer would use, empathise with their problems, and provide a solution with real added value.