In the blue corner we have engagement, the fearless bastion of the evolved online conversation. In the red, the web browser, master of multiple identities, changing the rules of the game when it pleases with no regard for the audience look on.
Often in the world of the agency, when battle commences between these two foes the browser in most instances will prevail, reducing engagement levels to mere static dull and lifeless "chat", more fit for the printed page than the internet. If this battle takes place in a B2B environment, the result can be almost terminal. But should this really be the case? Shouldn't every audience member be engaged just as much as the next? So why are they being treated differently? In a ‘Business to Business’ scenario we need to think about what we are really trying to achieve, before we pitch these two foe at each other.
As "Gamification" and more consumer driven engagement stumbles into the B2B space, the limitations of an in-house IT infrastructure adopted by many large influential organisation, will mean the most engaging content will be reduced to a polite notice saying your browser just isn't man enough. "Please download a browser that the admin rights on your company machine will not allow you to use." How engaging... I think not.
Coming from the position of creative director in a digital agency, you may think I would be firmly in the corner of Engagement, hoping it wipes the floor with its irritating opposition, The Browser... But oddly I'm not. You see, I actually love them both, equally, while engagement sits firmly at the centre of my heart, the browser is its foil, in the mind. This is in part because I heard a sobering quote, Albert Einstein said, "any old fool can make something complicated, it's true genius that makes it simpler." I may be paraphrasing slightly, but the sentiment applies to engagement in B2B, you can make it as crazy as you like, but that won't work for a restricted audience that deserves to have equally engaging content that is comparable to that of its B2C brothers, you just need to deliver it in a simpler more ingenious way to allow for the restrictions they may be suffering.
The process for determining what the appropriate execution of any digital medium that would need to consider the browser and engagement, must always begin where all marketing activity should... what are you trying to achieve for the customer. It shouldn't be just a question of "I want to do something in mobile, what should we do?" it should always be what is best for the person who we are trying to talk to, and is it delivering on the strategic ambitions of the company i.e. increase brand awareness, or increase online contact base by 200%.
In a B2C context we still seem to be, and probably always will be, overly wedded to "Big and bold is best". Apply the same logic to B2B, and you will find yourself delivering counterproductive campaigns that miss the mark, and ultimately cause more brand damage than the simplest email campaign with a personal message. Making use of flash or advanced HTML5, to submerse the user in a visually arresting campaign microsite will do nothing if delivered to a machine that runs Internet Explorer 7, or just isn't man enough to handle fast graphic transitions.
The strongest digital execution should look at the limitations imposed on their audience, and work to stretch the boundaries of this to create truly engaging, stand out, communications. While BYOD (Bring Your Own Device) means more and more of the B2B audience has access to more advanced technology, this shouldn't be seen as a prerequisite; many audience members put greater value on having the tools to do their jobs effectively, including basic machines and devices up to and including 5 years old. After all wouldn't we rather they invest in your services and solutions than updating their slightly antiquated equipment?
The war between Engagement and The Browser will inevitable continue with vigour, but should not be seen as a limitation to the quality of the assets you deliver. It should just mean you are working with a specialist agency, who understand these restrictions and know how to make the most of them. Keep it simple, keep it clever.
