Media Influencer

helping people break out of pigeonholes since 2003

Relevant vs useful

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I am fed up with hearing that advertising, marketing and other push messaging has its place as long as it is relevant. Relevance will not get you very far when my attention is already spread thinly and when I am the ultimate arbiter of how my attention is destributed.

Substitute useful for relevant and watch the shift from the advertisers to the audience.

Relevant means what the advertisers or vendors imagine I want. Useful means what I want as ultimately determined by me.

What has a better chance of getting my attention and further engagement?

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2 Responses to “Relevant vs useful”

  1. Jackie Danicki
    on Jul 23rd, 2008
    @ 17:53 pm

    I’d go one step further and replace “useful” with “valuable”. I value so much which is utterly useless. :-)

  2. Got Team? Get Organized! » Blog Archive » No More Ads
    on Aug 6th, 2008
    @ 1:12 am

    [...] Not cool – This isn’t a surprise as click-thru advertising isn’t living up to the hype. Adriana Lukas at Media Influencer has written a bunch on this [...]

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