One article I wrote was about a pillar of electronic PR... what we call "relevance". Which loosely means that your message connects with the largest possible segment of the media's audience.
Its a gross oversimplification but we can talk about it another time.
Anyway, after Reading through some of the user comments on this article, it dawned on me ... that what I have been so successful at for all of these years in the broadcast news industry relies on the very same principle of "relevance" as does search engine marketing.
Applying this concept into the Google AdWords realm has enabled our firm to run pay per click campaigns with phenomenal results. This morning, for example, as I checked on our campaigns, I noted that one particular key phrase in an active campaign for a nutrition company has a click through rate of 50 percent!
Never did we expect that kind of response. The response has been so strong that we typically reach our daily spending limits usually before 10AM.
Proving that whether the media is old or new, Relevance remains the key to effective marketing communication.
