Saying The Things We Mean
I was on the Bloomberg website for all of three seconds when the pop-up appeared: “"We noticed you're using an ad blocker, which may adversely affect the performance and content on Bloomberg.com. For the best experience please whitelist the site.” It said.
Really? The entire site’s CMS programming is based upon the way ads appear? Its content is linked directly to those ads? When my adblocker blocks them the site cannot work properly? That’s what Bloomberg wants me to think which must mean that what is of real value to me on the site is in the ads and not its content. That must also mean that the value of the Bloomberg brand, as a whole is also somehow embedded in the ads because clearly, not displaying them is so critical that Bloomberg chooses to show me this warning, stopping me from getting to its site unless I mend my ways.
Or it could be that Bloomberg really invests in valuable, free content that is monetized through the display of ads and my blocking those ads jeopardizes its business model and deprives me of reading something that might be of value to me.
The thing is, we will never know. By choosing to treat me like an idiot and talk to me in nonsensical corporate speak it has also lost my respect and my willingness to reach the site. And yes, because there is so much content on the web that it has almost been commoditized, I found what I wanted elsewhere and my adblocker did not interfere with that CMS.
Today’s online visitors know as much about the web as most companies or brands. Trying to hide behind opaque language with emotional trigger points can only backfire. Especially when it becomes obvious you are only serving yourself.
The world is changing. Not overnight and not all at once, but it is changing nevertheless. In my talks to corporate groups, CEOs, VPs and industry leaders I gleam insights of how this change is happening. What evidence exists. Why some things happen and not others and how we can best take advantage of it all to do better. In Observations I catalogue it all. Brief, to the point and open to discussion.