Are You Relevant?

By Adrienne Tallacksen

More marketers are turning to social media as a way to reach consumers, as shown in the recent ANA study “Harnessing the Power of Newer Media Platforms”. In 2007, 20% of survey respondents were using social media. The 2009 survey found that 66% now use social media platforms. Just over half of marketers surveyed are funding newer media spending with dollars shifted from traditional media.

When moving into the newer media space, marketers must continue to remain relevant to consumers. In a presentation at the June Central Region Digital Marketing Meeting, Google’s Jim Lecinski spoke about staying relevant in a presentation titled “Connecting with the Recession Shopper.” Lecinski said marketers must be useful, helpful, and relevant; not interruptive, shocking, or annoying.

If I’m looking for tomorrow’s weather forecast, I am definitely not interested in a candy ad taking up half of my screen. I’m trying to think of a situation where this ad might be relevant, and I’m coming up with nothing. However, an ad for shipping services on a social networking site for business professionals could be useful. I might not have an immediate need to ship something, but the ad is at least in the ballpark of relevancy.