Adoption of tech solutions by marginalised groups requires a different effort than the usual marketing techniques used to publicise a new product. For example, a homeless person will not be online very often and will have to find out through the homeless shelter that a tool has been developed that lists places to sleep, wash and eat.

Marginalised groups who have little or no confidence in using digital tools need intensive counselling to become familiar with the solution. People who do not have money to buy a mobile phone, tablet or laptop will need to be provided for. Blind and deaf people will need to be informed through their own dedicated network. The adoption of these tech solutions therefore requires specific channels and networks to actually put the developed solution into use.

It helps if the target group itself is intensively involved in defining the challenge and developing the solutions. If the end product really works then they are the best ambassadors to further market the product. As a tech developer, you need the target group, civil society organisations, key people and experts by experience themselves to publicise the product, gain trust and guide and instruct users.