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Title: Microsoft and Google Show It's Time for RSS Marketing
Author: Rok Hrastnik
Article:
Copyright 2005 Rok Hrastnik
Many internet marketers are still wondering whether to start
marketing with RSS or not. It seems that not even all the case
studies, hard metrics and benefits available can't convince
them, or everyone would be jumping on the RSS wagon by now.
Just as an overview, here are some of the benefits marketers are
missing out on by not marketing with RSS:
A] 100% delivery of their marketing, relationship building and
educational messages to their subscribers, customers, prospects
and partners. E-mail isn't getting delivered, but with RSS you
will achieve 100% delivery.
B] Increased search engine rankings and quick content indexing,
and increased traffic from other RSS-enabled online sources.
C] Getting your internet content published on other websites.
D] Generating new subscribers more easily and quickly.
E] And much much more …
Even if you don't believe that RSS is being used by enough
people right now, that's still no excuse to not start using it
as a vehicle to generate more traffic to your sites.
But, soon all of this will change, too.
As it was widely predicted, Microsoft is integrating RSS support
in the next version of its Internet Explorer, and perhaps even
more important, it's making it an integral part of its
long-awaited Longhorn operating system.
What does this mean for marketers?
A] By being integrated in IE and other Microsoft software, RSS
will achieve mass penetration. For marketers this means that RSS
will finally become one of the standard tools of mass
communication and content delivery. Furthermore, internet users
will start to expect RSS from marketers, probably even more so
than e-mail newsletters.
B] Marketers will no longer (eventually, of course, when most of
the world starts using the latest software versions) need to
explain how to get an RSS reader, but will be able to focus only
on presenting their business and benefits to the end-user.
C] Broader RSS integration in Microsoft's tools will enable for
additional RSS uses, far beyond basic content delivery in the
form of stories, podcasts and products. Marketers and developers
will be able to deploy rich interaction applications to make
communication and business/personal interaction more fluent,
easier and more effective. In essence, for many advanced
marketers the capability of marketing with RSS will mean their
either "in" or "out" of the game.
D] This is now official. Marketers need to start taking the lead
and implementing RSS feeds accross all their communicational
innitiatives, from PR to direct marketing and sales.
And to top all of this, Google just recently started serving
Google AdSense ads in RSS feeds as well.
The deeper meaning behind this is four-fold:
A] The new "program" is the perfect opportunity for RSS
publishers to monetize their RSS feeds. With inclussion in
Google's standard "runnings" of AdSense ads, publishers can
expect to monetize on RSS immediately.
B] This is yet another reason for publishers to start publishing
their content via RSS, especially since it won't cost them
anything or very little, but will provide them with an
additional source of revenues. With the low-cost aspect of RSS,
we can expect a flood of new publishers to set-up RSS feeds of
their content to generate additional AdSense clicks.
C] With RSS ads included in feeds, more advertisers will become
aware of RSS and its marketing potential.
D] Using RSS advertising publishers are now not only creating an
additional revenues source, but are in fact making sure they
don't lose ad revenue opportunities.
We used to refer to RSS as the future. Well, that future is now.
If you're not ready to start marketing with RSS, time just might
run you over. As well as your competitors …
About the author:
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=sa10
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