Microsoft’s Most Ingenious Marketing Move Yet With the Edge Browser
Is only two sentences long
Yes, I am part of the 7.23% of browser users who use Microsoft Edge. Currently, I run the beta version of the September 2020 release. But it serves my needs just fine. As is customary, I launch it one Friday evening to check my Outlook inbox.
After a few tries, I run into the same brick wall. “You’re not connected,” the browser keeps displaying on the screen. Unknown to me, I have lost the internet connection to my laptop.
It turns out my Huawei modem is lying idly on a black, worn-out diary a friend had left on my desk. Among the five lines of useless advice Edge suggests on the white screen, something catches my eye.
Two empathetic lines from Microsoft Edge
You’re not connected. “And the web just isn’t the same without you. Let’s get you back online!” the lines read. While I wasn’t sure about the veracity of the first sentence, the lines struck a chord with me regardless.
I felt the Microsoft engineers treated me as a human being, and not as another anonymous web user. They realized something wasn’t right at my end.
They knew I wanted to go online, or else why would I launch a browser? But before the…
