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5 New Internet Marketing Opportunities Through RSS
When it comes to new internet marketing opportunities for your
business, RSS just might be the answer you were looking for. Here
are just some of the new opportunities it can provide you with
?
1. PODCASTING AND VIDEOCASTING
Podcasting (delivering internet audio content) and
Videocasting (delivering internet video content) allow you to
communicate via rich media messages, not only making your content
more attractive and powerful, but also enabling a more personal
»conversation« with your audiences.
Up until know, the internet was predominantly a textual
channel. Adding audio and video to the mix, delivering both via
RSS, goes beyond the basic capabilities provided by
»traditional« internet content delivery channels. Rich
media personalizes the internet experience and gives your company
a distinguishable face, while at the same time providing you with
a media platform to convey your message so that it is easier to
understand, see and feel.
Think about ...
--> Delivering press releases in audio or video
--> Sending your customers a personal video message from
the CEO
--> Doing audio interviews to expand your reach and provide
more content to your visitors
--> Delivering video demonstrations of your products
--> Using video and audio to demonstrate how your customers
and readers can easily resolve various issues that you are
helping them with
--> Delivering important messages to your readers,
customers and business partners via a more personal audio
experience, instead of using impersonal e-mail communications
--> And so on ...
In addition, Podcasting and Videocasting form the basis of new
business models, giving you the opportunity to expand your
product base to include these formats with higher perceived
value.
Customer education & support are improved as well, since
you can now demonstrate key product usage points via online video
providing customer support content in a format, which
can easily demonstrate everything you need to convey to your
customers.
2. HIGH FREQUENCY CONTENT UPDATES
High frequency content updates, even on a daily or hourly
basis, are now finally possible with RSS. No more need to hold on
your important messages, news and other content for a week or
even a month to include it in your e-zine --- with RSS you can
update your content as often as you want/need, and your
subscribers won't mind.
3. APPCASTING
Appcasting goes one step further, giving you the ability to
deliver critical software updates and patches to your existing
clients, without them having to visit your web site every week to
see if the much needed update is already available or not.
4. PRODUCT NEWS, RELEASES AND UPDATES
Product news, releases and updates are now finally possible in
an easy-to-consume way. Using RSS, you can provide your customers
or prospects with simple tools to create their own »product
feeds«, through which they'll be immediately notified when
new products that precisely match their interests are
available.
As soon as your product portfolio changes, so does the content
in the RSS feeds that your customers are subscribed to.
Just think of the following possibilities ...
--> The search tool is one of the most often used in larger
web stores, giving your visitors an easy way to find the products
they are interested. But the same search results can be delivered
via RSS as well. Imagine your customer doing a search for one of
your product categories, and then also receiving a link to the
RSS feed for those very same search results, to find out
immediately when a new product matching his terms is released or
available for order.
--> This works for complex searches as well. If your
customers are in the habit of searching for specific product
categories, but only in a specific price range, you can deliver
those very same results to them via RSS, but with a small twist
as soon as a new product matching their terms, including
the desired price, is launched, they are notified about it via
RSS instantly. No need to visit your site again to do the
time-consuming search; the release comes directly to them.
--> Of course, the same approach that many are already
using for e-mail alerts can be used for RSS. Give your visitors a
simple form using which they enter their criteria, and then give
them access to an RSS feed bringing them product updates based
exactly on their criteria. Why not just use e-mail? Because no
one really wants more e-mail messages in their inboxes and no one
wants to give away their personal information, while RSS is
anonymous, doesn't require an e-mail address and is read when the
customer decides he has the time.
5. PERSONALIZED CONTENT SERVICES
Personalized/customized database listings are quite similar to
product updates, but relate to any kind of complex information
you provide to your visitors, such as ?
--> Job listings
--> Dating
--> Real estate
--> Etc.
Using RSS, your visitors can decide exactly what kind of
»content« (in this case, an individual content item
could be a new job listing) they are looking for and then have
that content delivered directly to them, via their own
personalized RSS feed.
And yet, all of these are just some examples of what you can
do with RSS. The possibilities for new content delivery &
business development models are quite endless.
For example, some companies are already giving their visitors
the opportunity to track their FedEx, UPS and other packages via
RSS feeds. Yet others are creating new services that allow you to
receive critical information from an RSS feed to your mobile
phone via SMS (such as getting an SMS notifying you that a new
job matching your criteria is available). Yet again other sites
enable you to keep track of when you need to return your library
material, and even when your holds are ready and when they are
about to expire, all this using RSS.
All of these are new business opportunities made possible with
RSS, and each of them in a way improves lives of end-users,
without placing a larger burden (more e-mail messages) on
them.
Copyright 2005 Rok Hrastnik
Rok Hrastnik is the author of »Unleash the Marketing
& Publishing Power of RSS«, acclaimed as the best and
most comprehensive guide to RSS for marketers by leading RSS
experts. The complete guide on RSS for marketers: http://rss.marketingstudies.net/index.html?src=sa8
MORE RESOURCES updated Wed. February / 05 / 2025
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