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.
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.
Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]
From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]
DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]
Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]