Spoiler alert, it’s another fake article. (And just when you’re finally getting past your heartbreak over “Breaking Bad S06″…)
PPC (“Pay-Per-Click”): The system is broken when sites proliferate reporting “satire” that in baldfaced reality is pure lies-for-clickbait’s-sake.
“People buy into pranks and hoaxes when they resonate with their own deeply entrenched worldviews.” People are credulous. That’s a given. People read a 2-second headline and hit Share and only then (and only maybe then) read, I mean, skim, the first few paragraphs of a story. Raise your hand if you’re guilty, because mine just shot straight up.
The good news is you have the power to put a stop to it. Empower yourself to propagate accurate information, and make the web a better (not to mention, less embarrassing) place.
But the real issue is the idea that there is always value in anyone anywhere seeing your advertising property at all, ever, in ANY context–even a negatively-emotionally-charged one.
I tweeted about one of my own experiences with this the other day. I was seriously so irritated, because it’s not the first time something along those lines had happened in the context of the game, that skinflint-though-I am I even briefly considered shelling out the $2.99 or whatever for the ad-free version of the app.
How it makes sense to anyone and why it’s foundational to current marketing practice is beyond me, and I wonder if we’ll eventually wake up to it. The way we did to product placement. The way we are coming to, more recently and much more slowly), with native ads. Which incidentally I actually kind of enjoy, particularly the NYT ones. Given my predilection for powerful stories that inform, delight, and engage with meaning…even if the primary justification for its existence is the hope of making sales…it makes for an enjoyable user experience.
Statistics largely drive business decisions, but I will always find the qualitative > quant to some extent. Maybe that’s only because I’m far more linguistic than numerical. But it’s child’s play to make numbers imply what you want them to, just as much if not more so than the manipulative power of words. I am looking forward to gaining a deeper understanding of marketing analytics from the Numbers Dude (who is super cool) on my small team at my new gig; we’ll be working together closely, so I best understand and accept what he does.
Because perhaps I’ll come around.
You see, I’m just one of those weirdos who appreciates being proven wrong occasionally, and there’s an open invite indefinitely on the table for anyone to take a crack at rattling my weltanshauung.