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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


TODAYS NEWS BY OFFICEJAX FREE ADVERTISING AND AD EXCHANGE SOLUTIONSMORE RESOURCES updated Sun. April / 28 / 2024

The Iconfactory Launches Project Tapestry, a Kickstarter Campaign to Create a Universal Inbox for RSS, Social Media ... - MacStories
The Iconfactory Launches Project Tapestry, a Kickstarter Campaign to Create a Universal Inbox for RSS, Social Media ...  MacStories

Heads Up – AWS News Blog RSS Feed Change | AWS News Blog - AWS Blog
Heads Up – AWS News Blog RSS Feed Change | AWS News Blog  AWS Blog

Madan Das – the RSS Leader who could say No - The Times of India
Madan Das – the RSS Leader who could say No  The Times of India

What Is an RSS Feed? (And Where to Get It) - Lifewire
What Is an RSS Feed? (And Where to Get It)  Lifewire

I defy the world and go back to RSS - Bryan Alexander
I defy the world and go back to RSS  Bryan Alexander

Here’s How RSS Feeds Enhance Online User Experiences - Spiceworks News and Insights
Here’s How RSS Feeds Enhance Online User Experiences  Spiceworks News and Insights

How to Weave the Artisan Web | Whatever - John Scalzi's Whatever
How to Weave the Artisan Web | Whatever  John Scalzi's Whatever

Refined.blog: A Curated List of RSS Feeds for Software Engineering Blogs - WP Tavern
Refined.blog: A Curated List of RSS Feeds for Software Engineering Blogs  WP Tavern

Twitterfeed : Bringing RSS to Twitter for Every Blogger - Search Engine Journal
Twitterfeed : Bringing RSS to Twitter for Every Blogger  Search Engine Journal

Return of the RSS reader » Nieman Journalism Lab - Nieman Journalism Lab at Harvard
Return of the RSS reader » Nieman Journalism Lab  Nieman Journalism Lab at Harvard

The podcast revolution — Harvard Gazette - Harvard Gazette
The podcast revolution — Harvard Gazette  Harvard Gazette

Follow your favorite news, blogs and webcomics without Twitter - Cult of Mac
Follow your favorite news, blogs and webcomics without Twitter  Cult of Mac

Subscribe to Foreign Blogs in your Native Language with Google Scripts - Digital Inspiration - Digital Inspiration
Subscribe to Foreign Blogs in your Native Language with Google Scripts - Digital Inspiration  Digital Inspiration

In the Pipeline by Derek Lowe - In the Pipeline
In the Pipeline by Derek Lowe  In the Pipeline

15 Companies That Really Get Corporate Blogging — SitePoint - SitePoint
15 Companies That Really Get Corporate Blogging — SitePoint  SitePoint

Seattle Bike Blog - Seattle Bike Blog
Seattle Bike Blog  Seattle Bike Blog

Read Salon's blogs in your RSS reader - Salon
Read Salon's blogs in your RSS reader  Salon

Morning Edition - Morning Edition - NPR
Morning Edition - Morning Edition  NPR

Mozilla plans to remove RSS feed reader and Live Bookmarks support from Firefox - Ghacks
Mozilla plans to remove RSS feed reader and Live Bookmarks support from Firefox  Ghacks

Whatever | TIME TO REGISTER TO VOTE - John Scalzi's Whatever
Whatever | TIME TO REGISTER TO VOTE  John Scalzi's Whatever

Round up - BBC
Round up  BBC

Resources | Insights - Mandiant
Resources | Insights  Mandiant

Hey now lets users create blogs and newsletters right from their emails - The Verge
Hey now lets users create blogs and newsletters right from their emails  The Verge

SCOTUSblog - Independent News & Analysis on the U.S. Supreme Court - SCOTUSblog
SCOTUSblog - Independent News & Analysis on the U.S. Supreme Court  SCOTUSblog

RSS must discard its anti-democratic-secular India agenda - The Indian Express
RSS must discard its anti-democratic-secular India agenda  The Indian Express

20 years of Safari: A visual history - Cult of Mac
20 years of Safari: A visual history  Cult of Mac

Discover new information and inspiration with Search, no query required - The Keyword | Google Product and Technology News
Discover new information and inspiration with Search, no query required  The Keyword | Google Product and Technology News

Star Wars News, Articles & Quizzes - StarWars.com
Star Wars News, Articles & Quizzes  StarWars.com

Tech Guide: How to read RSS feeds - ZDNet
Tech Guide: How to read RSS feeds  ZDNet

Making That Shift from Blogger to WordPress - Digital Inspiration - Digital Inspiration
Making That Shift from Blogger to WordPress - Digital Inspiration  Digital Inspiration

NetNewsWire is the best RSS reader for iPhone, iPad and Mac - Cult of Mac
NetNewsWire is the best RSS reader for iPhone, iPad and Mac  Cult of Mac

I Grew Up Around RSS Folk; Here’s What I Know About Them - Swarajya
I Grew Up Around RSS Folk; Here’s What I Know About Them  Swarajya

Yahoo Mail RSS Reader (Screenshots!) Integrates Blogs into Email - Search Engine Journal
Yahoo Mail RSS Reader (Screenshots!) Integrates Blogs into Email  Search Engine Journal

RSS’s standardised Hinduism – Part 4 - The Times of India
RSS’s standardised Hinduism – Part 4  The Times of India

Rashtriya Swayamsevak Sangh joins micro-blogging site Koo, would make all major announcements from the ‘Swadeshi’ social media platform - Organiser
Rashtriya Swayamsevak Sangh joins micro-blogging site Koo, would make all major announcements from the ‘Swadeshi’ social media platform  Organiser

RSS’s standardised Hinduism – Part 1 - The Times of India
RSS’s standardised Hinduism – Part 1  The Times of India

Common Dreams: Breaking News & Views for the Progressive Community - Common Dreams
Common Dreams: Breaking News & Views for the Progressive Community  Common Dreams

The eccentric economic ideology of RSS and BJP – Part 1 - The Times of India
The eccentric economic ideology of RSS and BJP – Part 1  The Times of India

ACLU News & Commentary - ACLU
ACLU News & Commentary  ACLU

Euronews: Latest breaking news available as free video on demand - Euronews
Euronews: Latest breaking news available as free video on demand  Euronews

RSS’s standardised Hinduism – Part 3 - The Times of India
RSS’s standardised Hinduism – Part 3  The Times of India

An Interview With Allie Lazar The Most Famous Food Blogger In Buenos Aires - The Culture Trip
An Interview With Allie Lazar The Most Famous Food Blogger In Buenos Aires  The Culture Trip

The Editors: RSS feeds for BBC News correspondent pages - BBC
The Editors: RSS feeds for BBC News correspondent pages  BBC

Feed Me Featured, Reviews Film Threat - Film Threat
Feed Me Featured, Reviews Film Threat  Film Threat

RSS is not just antithetical to Muslims, but to a democratic-secular India as well - The Indian Express
RSS is not just antithetical to Muslims, but to a democratic-secular India as well  The Indian Express

Climate Change: The Blog of Bloom: The Princess Parrotfish and the Pea - BBC
Climate Change: The Blog of Bloom: The Princess Parrotfish and the Pea  BBC

RSS wants Hindu renaissance, Modi is its mascot - The Times of India
RSS wants Hindu renaissance, Modi is its mascot  The Times of India

RSS bets on small shakhas in hinterland to make it big in TN - The Times of India
RSS bets on small shakhas in hinterland to make it big in TN  The Times of India

BBC Comedy Blog - BBC
BBC Comedy Blog  BBC

Is RSS desperately looking for image makeover before 2019 general elections? - The Times of India
Is RSS desperately looking for image makeover before 2019 general elections?  The Times of India

Narendra Modi behind anti-Gadkari campaign, blogs RSS ideologue - India Today
Narendra Modi behind anti-Gadkari campaign, blogs RSS ideologue  India Today

How association with RSS has given meaning to my life - The Times of India
How association with RSS has given meaning to my life  The Times of India

Gardening Blog: Your Cottage Garden questions answered - BBC
Gardening Blog: Your Cottage Garden questions answered  BBC

NARENDRA MODI: FROM RSS TO BJP, A JOURNEY OF LEADERSHIP AND VISION - Narendra Modi
NARENDRA MODI: FROM RSS TO BJP, A JOURNEY OF LEADERSHIP AND VISION  Narendra Modi

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