Marketers in RSS: best
Copyright 2005 Rok Hrastnik
What have experienced marketers saying about RSS?
What is your top tip?
We set to know that the end of 2004 to collect the best possible insights on RSS marketing from top marketers and RSS developers and managers, to Unleash marketing and Publishing power of RSS. Let s get started
1. How can RSS be fully integrated in our marketing and communications mix
Answered by Robin good, MasterNewMedia.org
"From what I can see the RSS is an effective marketing channel, since it allows for easy and expanded distribution of your core news and information channels to the widest possible audience with very low costs, maximum compatibility with a large number of media devices and added the ability for the customer to take on this information and reuse it to hir (his + hers) advantage.
Which allows customers to further be marketers and promoters of your own products and services. If we allow open content of public RSS feeds to be freely subscribed, syndicated, re-aggregated and re-released we will only find that the new and larger value can be extracted each time a person go about this.
So it is important not to keep the RSS newsfeeds below the locks.
RSS is one of the cleanest viral marketing channels. Its virality is spelled clearly in its acronym: Really Simple Syndication.
Yes, you must make these three words make sense in order to exploit the maximum out of this content format.
Allow syndication. Do not restrict it.
Let someone else take your RSS feed and do things with it. encourage them to do. Have them use it to republish your news (among others) on their home page. Help them to achieve this. Write and explain with short stories or simple tutorials, how easy it is to search, filter and aggregate content from various RSS feeds and to create dedicated niche news channels on most any subject you can think of. Explain openly that if you create such a dedicated newschannels they can be so easily republished as news Web site, which can carry the contextual ads (Google AdSense) from day one. Very sustainable, if not quite profitable. See for example of work by Waypath with their Blender experiment and other useful and complementary uses of RSS, can be economically profitable. "
And another great tips from Robin: "create so many RSS newsfeeds to your content which is the subject/themes you cover. Don't pack all your content in a generic RSS channel. "
2. what will really drive readers/customers to adopt RSS? Buyers of the products and services are most likely to adopt RSS?
Answered by Bill French, MyST technology partners
"I don't think anyone wants to adopt RSS; rather, they want timely information in a controlled and organized way so that it helps them do their jobs better, or manage their personal information diet. This is exactly why we adopted (mostly) SMTP but none of us are considered "adopt SMTP". E-mail applications and benefits of a store-and-forward architecture with reasonable certainty of supply drove us into the realm of SMTP. And the driving force that seems to be causing early adopters use RSS feeds has more to do with the amount information and news, we find ourselves awash in every day.
There is no question; all will eventually adopt RSS (or similar format), but we know that has happened when no one refers to it as RSS. ;-)"
3. How would you compare RSS and email as content delivery tools?
Answered by Tom Hespos, underscore marketing
"RSS is about consumer control. How many times have you thought of subscribing to an e-mail newsletter, but thought, "Nah, they'll probably sell my e-mail address to spammers" and do not subscribe? With RSS, consumers can unsubscribe from feeds at any time, so the risk of getting unwanted content or spam is almost zero.
I believe that consumers have been waiting for some time. The newly-added control will make them more likely to aggregate content from publishers they read regularly. As a marketing guy, I think it is appropriate to mention that the move to RSS is not without risks. Content publishers know that it is a bit cumbersome to unsubscribe from an e-mail newsletter, so they've taken some chances with their email newsletters as they could not take with RSS-they make stand-alone sponsor messages load up their HTML newsletters with animated ads, maybe take a risk with some of the stories they write.
When the button "Unsubscribe" is right there for feed subscribers, publishers may not have a chance if they screw. With RSS, there are no tv-the message "Please return" to people who unsubscribe. If you lose someone, you will lose them until they decide to return. I am sure publishers should handle RSS with velvet gloves, until they get a sense of what their subscribers would like and what will make them run for the door. "
About the author:
Learn how to leverage marketing RSS and get all the expertise, knowledge and step-by-step information in order to implement RSS in your marketing mix, from direct marketing, PR, e-commerce, internal communication and publishing online for SEO, traffic generation and customer relationship management. Including complete interviews with more than 40 RSS marketing experts. Click here now: http://rss.marketingstudies.net/book/
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