What Can Marketers Learn From Microsoft Canning Internet Explorer?

What Can Marketers Learn From Microsoft Canning Internet Explorer?
SHARE
THIS



Luke Kelly is the digital director at HBT Agency and says Microsoft’s recent announcement of the death of Internet Explorer (IE) had some developers across the globe fist pumping with gratitude; however, it doesn’t let digital practitioners off the hook.

IE pioneered developments like Ajax and JavaScript that has made the Internet what it is today. As the web evolved, IE became one of the “top browsers to download other browsers”, and unfortunately some organisations were slower than others to pick up new technology. What this resulted in is a number of clients keen to embrace digital innovations and campaigns; however on implementation, would find themselves hamstrung by an out of date browser, unable to deliver the best possible user experience.

Clients are often limited by software capabilities, due to organisational requirements or updates, and as marketers, it’s up to us to work within these restrictions to deliver a compelling, creative response.

So, what can marketers learn from Microsoft canning the software?

Educate and update

Marketing practitioners need to understand clients aren’t always interested in the finer, executional details of any given campaign. As experts, we need to educate them as to the latest developments – and in what ways these will benefit their brand or campaign.

It’s important to remind ourselves not every client is interested in the finer details; answering the ‘will this work’, ‘what message will this deliver’ and ‘will we reach our objectives’ questions is a great place to start.

Get creative with technical limitations

There’s a saying creativity thrives under limitations and I think the same is true for technical limitations. Every client is working with the best possible software they can; and it’s up to digital practitioners to deliver a result that ticks all the boxes – not just ‘this is the best we could do given the circumstances’ response.

Build customisation into your budget

The announcement that Microsoft is dropping IE will mean that developers will potentially be cutting their coding time down and clients will be saving their dollars too. Integrating functions for IE creates a massive drain on your time and your budget. Often this can mean building a whole new set of rules just for IE functionality and your client will always face an increased quote as a result.

Be upfront with your client about exactly what customising to their requirements could cost. Agencies – involve your digital / UX team in the very early discussion. This creates transparency, trust and gives your client the best possible chance of success.

Finally, before you pop open a bottle to celebrate, Microsoft is working on a new browser – codename Project Spartan, due to replace the infamous explorer. If the project name is anything to go by, let’s hope we’ll get an agile browser from Microsoft.

 

 

Please login with linkedin to comment

Apple Designworks gingerbread

Latest News

Microsoft Build 2022 Conference Unveils A Number Of Key Updates On Windows, Office, And More
  • Technology

Microsoft Build 2022 Conference Unveils A Number Of Key Updates On Windows, Office, And More

Microsoft’s Build conference for developers that took place yesterday showcased several important additions to the US tech giant’s PC software that will soon be released to the public. During the presentation, which was live-streamed for audiences all around the world, the company revealed their plans for various programs such as Teams. Microsoft will soon be […]

Australia’s Ad Standards Received 4675 Complaints In 2021, Up 33% Year-On-Year
  • Advertising

Australia’s Ad Standards Received 4675 Complaints In 2021, Up 33% Year-On-Year

Australia’s ad watchdog Ad Standards has released its annual Review Of Operations that provides an insight into advertising complaint statistics and key areas of work in 2021. Some 4675 advertising complaints were lodged last year, 33 per cent more than in 2020. The Ad Standards Community Panel considered a total of 315 cases and upheld […]

by B&T Magazine

B&T Magazine
Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs
  • Media

Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs

Cision, a communications platform helping public relations and marketing professionals around the world understand, influence and amplify their stories, released its annual State of the Media report with responses from more than 3800 journalists from 17 global markets to understand challenges faced in a marketplace that is rapidly evolving, and how public relations can support […]

The Six Habits Of Successful Entrepreneurs
  • Opinion

The Six Habits Of Successful Entrepreneurs

Alan Manly (main photo), OAM, is the CEO of Universal Business School Sydney (UBSS) and author of The Unlikely Entrepreneur. In this guest post, Manly offers tips from turning that side hustle into entrepreneurial greatness… Over the past few years, the success of leading businesses and entrepreneurs has been thrust into the spotlight like we […]

Opinion

by B&T Magazine

B&T Magazine
Metarise Create Innovation With Australia’s First-Ever Web3 Incubator
  • Technology

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator

Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt
  • Campaigns
  • Technology

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt

The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]

Spotify Introduces Call-To-Action Cards As A Method Of Immersive Advertising
  • Marketing
  • Technology

Spotify Introduces Call-To-Action Cards As A Method Of Immersive Advertising

Music streaming service Spotify has created a new way for marketers to reach their target audiences with the launch of Call-To-Action (CTA) cards, a series of clickable, interactive companion display units for audio ads. Powered by Spotify’s Streaming Ad Insertion (SAI) technology, these CTA cards will be tied to the audio ads that Spotify users […]

InMobi Announces Expanded Charters For The Local Team In Australia & NZ
  • Media

InMobi Announces Expanded Charters For The Local Team In Australia & NZ

InMobi, a provider of content, marketing, and monetisation technologies that help businesses fuel growth, announced expanded charters for the local team in Australia and New Zealand (ANZ) today. Including the expansion of Richard O’Sullivan’s (main photo) role as VP & general manager, ANZ to double-hat and become VP of Agency Partnerships in Asia Pacific (APAC). […]

BrandCrowd Report: Sustainability Has Become A Top Priority For Aussies Post-Lockdown
  • Marketing

BrandCrowd Report: Sustainability Has Become A Top Priority For Aussies Post-Lockdown

BrandCrowd, the online creative marketplace that helps start-ups, businesses and entrepreneurs find and create their perfect logo, has today unveiled data and insights that showcase the impact of the pandemic on logo designs. The data compares sales of 44,000 logos from March 2021 to March 2022 in a bid to paint a clear picture of […]

Broadsheet Media Makes Two Key Promotions To Boost Its Sales And Partnerships Team
  • Marketing

Broadsheet Media Makes Two Key Promotions To Boost Its Sales And Partnerships Team

Broadsheet Media has bolstered its sales and partnerships team with two senior promotions following a stream of new client wins and a significant growth period for the independent Australian publisher. Christina Voss and Michila Macleod take on new leadership roles as part of the senior leadership team, led by general manager Sian Whitaker. Christina Voss […]

Doritos 3D Launch New AR-Boosted Experience On Snapchat That Will Have You Losing Your Head
  • Campaigns

Doritos 3D Launch New AR-Boosted Experience On Snapchat That Will Have You Losing Your Head

To celebrate the return of the bold new Doritos 3D Crunch chip range across Australia, PepsiCo has partnered with Snapchat and Akcelo to create a personalised Augmented Reality (AR) experience that gives millions of users across the country the opportunity to experience the new 3D Dorito Chip in an innovative and personalised way. The puffed-up […]