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Do Marketers Really Need RSS?
The recent Forrester Research study, which claims that only 2%
of online households in North America use RSS, took the internet
marketing world by storm. Does this data really mean that
marketers can still afford to ignore this channel?
Soon after the Forrrester study became public, I received a
press enquiery asking whether marketers should be interested in
RSS now that so few online adults use it.
Is this the correct question to ask? Let's take a look at the
bigger picture ?
1. THE FORRESTER STUDY VALIDITY
The Forrester study is just one of those available and cannot
be considered as the only relevant study, although it was
conducted on a sample of 68,000 households.
Jupiter Research estimates RSS penetration at 12% of the
American online population, while the latest report from PEW
shows that 9% of the American online population has a good idea
of what RSS is. An October 2004 PEW study actually estimated RSS
penetration at 5%.
It is also important to understand that Forrester data does
not include those that might not even be aware they are using
RSS, especially through services such as My.Yahoo, which is
actually the most popular RSS reader.
Also, at the same time, Forrester Vice President Henry
Harteveldt says that »RSS is critical for any organization
that wants to reach out to people under the age of 30«.
2. THE FUTURE GROWTH OF RSS
Regardless of the numbers we put our faith in, the future
growth of RSS is without question. Microsoft just recently
announced full RSS support in the next edition of their Internet
Explorer browser and full RSS integration in the next edition of
their operating system, the Windows Vista.
Once RSS becomes easily available to most internet users
out-of-the-box and becomes as widely spread as bookmarks, its
adoption will grow at an incredible rate. Microsoft has now made
sure this in fact will happen.
Consequently, the time for marketers to not only become
interested in RSS but also master it is now. Those that test and
discover the best possible ways of using RSS for marketing will
be ahead of their competition once everyone starts using RSS.
Furthermore, since RSS implementation can actually be free of
any charge, there's no reason not to start providing your content
in RSS feeds now.
3. GOOGLE SHOWS THE WAY
Microsoft and Yahoo! aren't the only big players to show
support for RSS. Google recently launched RSS advertising as part
of their Google AdSense program, giving publishers reason to
start their own RSS feeds to generate direct revenues.
Those that depend on Google AdSense for part or all of their
online revenues actually need to provide RSS feeds, or stand to
lose some of those revenues due to their visitors switching to
sites and feeds from their competitors.
Face it, today many users are already starting to request
publishers provide them with RSS to subscribe to their content.
This trend will only continue, with many users selecting RSS as
their primary channel of receiving and reading online
content.
4. THE QUESTIONABLE RELIABILITY OF E-MAIL
All marketers today are experiencing e-mail delivery problems,
constantly wondering whether their messages are getting through
or not. Simply put, e-mail can no longer be relied on.
For one, offering your content via RSS as a supplement to
e-mail will help you make certain that at least a portion of your
visitors, those that decide for the RSS option, will be receiving
all of your content without any doubt.
Lockergnome.com decided to start pushing RSS instead of e-mail
some time ago, and as a result saw that their RSS feeds are
outperforming e-mail when it comes to clickthrough rates for
about 500%. Also an interesting fact, they today have 5 times
more RSS subscribers than e-mail subscribers.
And two, for your most important content updates, RSS really
is becoming a must, especially if you need to be in contact with
your existing customers, partners and other key audiences. If you
want to be 100% certain that your messages reach your audience,
RSS is the way to go.
5. OTHER BENEFITS OF RSS
But all of the above don't even touch all the reasons why
marketers should start using RSS today ?
a) RSS will help you generate additional traffic and reach new
audiences. Considering the low cost of RSS implementation, this
is reason enough to get started with RSS today.
b) RSS helps you to easily get your content published on other
sites, thus generating you more credibility and visitors.
c) As a publisher you can use RSS to display content from
other sources, thus making your site more relevant and
interesting to your existing visitors.
And the list goes on and on.
RSS may not be mainstream yet, but it provides enough
advantages even today to make it a must-choice for marketers.
Copyright 2005 Rok Hrastnik
Find out immediately how you can power your online business
with RSS and integrate it in all of your marketing. Request the
free 28-page Business Case for RSS report, with easy-to-follow
instructions, examples and advice on how to get the most out of
RSS in the shortest possible time. Get the free download here:
http://rssdiary.marketingstudies.net/case/index.html?src=sa15
MORE RESOURCES updated Fri. September / 29 / 2023
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