birddog

Just Another B2B Website?

The thing that’s getting right up my not insignificant nose at the moment is the, ‘it’s just another website’ response from the stupid people.

You know who they are. They know who they are. You may even be one of them. I certainly know who they are. They are the people who simply aren’t moving at the speed of digital yet. They’re the people who stand up at conferences (still) and proclaim that it’s now OK to use Twitter for B2B communications. We know that. We knew that a few years ago. Digital has passed these people by. When the God of Digital was handing out megablessings and terabytes, these people were sleeping on their etchings. So, in their minds, ‘digital’ means ‘website’.

That’s a bit of a problem. It means that they will never actually reach the end of any digital proposal. They only ever get as far as the word ‘online’ and then instinctively say, “Oh, it’s just another website then. We don’t want another website. We’ve already got one.”

Well, actually, no you haven’t. What you have is a lumbering repository of turd that no one wants to visit. You have the online equivalent of the Glastonbury Festival Portable Toilets. A thing so full of crap that only as the very last resort will people reach for your URL to polish their posterior. You can call it a website, but it’s just a big, steaming sewer of turd. And more importantly, I wasn’t even talking about a website. I was talking about delivering something sweet smelling and wonderful, but you’re NOT listening.

There is a self-evident truth that digital communications delivery will manifest itself on a screen. It might be your computer monitor or your laptop. Increasingly, it’s your mobile device. Alternatively, it may be a TV screen or even a standalone projection. Yes, it requires a screen. That’s how we read, view and listen to content. That doesn’t make it ‘just a website’. If you’re really clever, building a website doesn’t even result in a website any more. Digital does not equal website.

Now that that’s clear, maybe we can actually discuss what’s in the proposal? Digital delivery encompasses peer group influence, audience engagement, brand advocacy, sentiment analysis, predictive modelling, augmented reality… weird shit. We can actually deliver weird shit that was unheard of less than a year ago – conceive it, build it, deliver it. Phone apps, games, interactive e-commerce, blogging platforms, hashtag campaigning, social engagement, video based corporate awareness, hell, I’ve even seen a WordPress blog take 20,000 unique hits in 10 days and turn into a political pressure group with letters being written to MPs and everything. You could argue it was ‘just a website’, but you’d lose. It was a customer uprising that was channelled through the internet – because digital can do that.

Digital campaigns can be launched within hours. Not days, or weeks, or months. I recently shook hands at the end of a prospective client meeting and had the project live and broadcasting to the world four hours later. That was ‘just a website’ too. But it was fast. It was really fast. It left the client’s competitors in the dust – wondering what to do, how to respond. Competitive advantage is a rare commodity in a business world – it’s hard to find a good reason to pick one brand instead of another. Digital helps to provide several good reasons.

Digital delivery provides a welcome opportunity to improve the customer experience and serve up all kinds of brand differentiation across all kinds of channels, all at once. The integration between your brand strategy, its digital delivery, and your customer experience is no longer just talk, or just an idea, or just a website. If you are to engage with customers where and when they want to hear from you, it’s mandatory. Your website doesn’t do that. Your website never will. Your customers are looking for a compelling brand experience online and there’s more you can offer them than ‘just another website’. It’s time to read to the end of the proposal and start thinking beyond it.

Scot McKee
Managing Director
Birddog Ltd.
+44 (0)20 7323 6666
twitter: @ScotMcKee

B2B Digital Marketing – The Next Stage

I can’t decide if I’m feeling like the first stage of the Apollo space rocket is breaking away and I’m ready to hit the big red turbo-boost button, or if it’s a bit more like waiting in the trenches for the command to go ‘over the top’ and get shot in the ass, again. Digital can do that to you. As we approach the end of the Financial Year and the start of the next one, there’s a lot of planning and forecasting going on.

Some progress has undoubtedly been made in the last six months or so within the B2B digital marketing space. The frenzy for dataficating everything and monitorization of funnels and tubes and pipelines and all things relating to grids and templates has mercifully eased off a bit. The dawning realisation that demand gen tools are exactly that, tools (like all the other tools that went before…), not a total panacea for digital marketing, is a blessed relief.

There’s more interest being expressed in brand strategy again, “How do we say this differently? What can we do to stand out from our competitors?” And there’s a growing recognition that between the brand strategy and the demand gen tools, there’s still a gap in the middle that needs to be filled. “Here’s our brand, check. Here’s our machine for processing stuff that will tell us what to do next, check. Umm… how do we join the two together?”

In the ‘olden days’, the gap would have been filled by design work. A graphic designer would have been expected to colour-in the gap, maybe with a Getty image or two. Tah-dah! A beautifully coloured picture with your message at the top and your badge at the bottom. Brilliant. Let’s go to the pub.

In the newfangled digital and social world however, colouring-in doesn’t fill the gap. The graphic design requirement for engaging in (for example) social monitoring, conversation and response is, let me think, oh I know – zero. There is still a need for design, but the real requirement (the gap) is for creativity. Not just Getty images creativity, but digital creativity – creative thinking based on digital understanding. The difference of course is that the very last person on earth that you should ask for digital creativity is the same person you ask for graphic design. That’s a tough one for clients and agencies to come to terms with. B2B clients barely recognised good traditional creativity when it bit them on the ass, so the transition to digital is like taking them on a trip to Mordor. Graphic designers craft breathtakingly beautiful work, which is next to useless in the context of most digital platforms.

The gap then, between B2B brand development and digital marketing delivery is creativity. Actually, creativity has always been the missing link in B2B marketing, but the opportunity is to provide creative solutions with and for digital challenges. So if the traditional Creative Director’s role has changed, where’s this elusive new digital creativity going to come from? The Planners, the Strategists, the Community Managers, the Info Architects, the UX testing…? ‘Yes’ – probably all of the above. But not many of the clients or the agencies are prepared to truly take the risk and make the change. If B2B is famous for anything, it’s for not changing. But the talking’s just about over now I think. We’ve talked a lot about B2B Social Media and B2B Digital Marketing. We’ve been sitting on our thumbs watching and referring to endless B2C examples. Now we have to deliver it in B2B, or not.

The focus for digital delivery in B2B needs to shift fundamentally, and it has done – certainly in my mind, and my business. But does that mean ‘ready for liftoff’ or ‘bullet in the head’? I don’t actually know. I guess that’s the next stage.

Scot McKee
Managing Director
Birddog Ltd.
+44 (0)20 7323 6666
twitter: @ScotMcKee

The Space Time Continuum

As B2B brands move painfully towards a digital future, I find myself having to slow down and go back to chivvy them all along – ‘back to the future’ you might say (yeah, I’ve still got it…). However hard I try, there is still a reticence on the client side to actually part with cash to ‘do’ digital. The extent of digital ambition on the B2B client side appears to be entrenched in ‘the website’, ‘emails’ and maybe some banner ads – all admirable pursuits, but oh so very tip of the iceberg. And mostly spam.

I’ve nodded patiently and sympathetically. I’ve been empathetic and encouraging. I’ve tried teaching and being supportive. I’ve even resorted to shoutery (which didn’t take too long if I’m honest…) but all seemingly in vain. Fortunately for all of you, I have discovered the answer – ‘The Space Time Continuum’.

The barrier to trial and adoption isn’t interest in the digital opportunity – there is no doubt brands are interested in social communications, community engagement, crowdsourcing, mobile interaction, cool shit generally – but when it comes to the sign-off crunch, there isn’t a budget to develop the digital activity from concept to reality. And so the opportunity is lost (if it ever truly existed in the first place). I begin the process again and talk to someone else about cool shit that they’re never going to implement. You can see how that might get annoying after a while I’m sure.

In trying to resolve the problem and remove the obstacle then, I have discovered that the B2B client almost always has a ‘space’ budget. A brand will happily spend inordinate and inappropriate amounts of cash on media space – traditional space in papers and magazines, and even digital space in banners and skyscrapers. Even when there is no direct evidence that the traditional advertising works, or worse, when banner clickthroughs definitively prove that the banner campaign essentially isn’t working, the business spends more money on space in the hope that it will come good in the end. Well, it won’t. Those days are gone. Not entirely and not even necessarily forever, but they’re gone inasmuch as the market has moved and the relative importance of the ‘space budget’ is considerably lessened. It’s taking the market a while to accept that. Denial is a particularly warm and cuddly blanket for the B2B market. Ineffectiveness and underperformance, however, can’t last forever – not even within B2B. At some (near) future point, the space race will become untenable and clients will seek an answer to the problem. You lucky, lucky, people – I have found the answer for you already.

The answer is not ‘space’ – it’s ‘time’. Traditional client budgets and the relative importance of activity needs to be shifted from ‘space’ to ‘time’ – the Space Time Continuum.

For 2011 then, I would encourage B2B budget holders to attach value to the ‘time’ part of the equation. Conceiving, developing and delivering the digital solutions to the challenges of brand engagement takes time. It’s an evolving landscape, so the solutions are often bespoke, untested and even unique. Allocating the time and the budget to explore the possibilities is increasingly important if brands wish to remain relevant to an ever more selective audience. The audience will decide where and when to engage with the brand. They will decide who to listen to and whose advice to take before making purchasing decisions. Adding more pages to your website is not the answer. Sending more emails is not the answer. Take some time to find an answer that is applicable to your audience in the context of their digital world.

The first step is to recognise that you’ll be investing in thinking time and not design time or space time. It’s a big shift, but there is value in the ability to conceive of a channel(s) and/or a tool(s) that will pull the customer towards the brand – and there may be little (if any) requirement for design or media. This may all be a bit uncomfortable for clients and agencies – but the customers have already made up their minds. Hello? McFly?

Scot McKee
Managing Director
Birddog Ltd.
+44 (0)20 7323 6666

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