Monday, October 11, 2004
Marketers will pimp RSS...
as soon as they figure out how. ClickZ, a site dedicated to that notable professional of online marketing, has posted an article on the marketing value of RSS. Apparently, it took Yahoo! adding an RSS reader to My Yahoo! for them to really recognize the potential of the format.
Anyway, some of the marketers quoted in the article question the value of RSS, in its current form, as an effective marketing tool. They claim it doesn't provide any real value because publishers can't directly tie revenue to their feeds. My favorite quote comes from the VP of Pheedo who longs for the day that marketers can do to RSS what they did to online and e-mail:
"Look at the history of online and e-mail...We could only do text in e-mail on day one. Now look what we can do inside an e-mail. We can embed audio, flash, HTML, track it, monitor it, serve ads. We're going to be doing that same stuff in RSS some day." Great, RSS spam!
I guess things like loyalty and brand affinity don't count for much anymore in the online marketer's mind. It seems to me that those metrics would be much more important in the crowded online news market.
as soon as they figure out how. ClickZ, a site dedicated to that notable professional of online marketing, has posted an article on the marketing value of RSS. Apparently, it took Yahoo! adding an RSS reader to My Yahoo! for them to really recognize the potential of the format.
Anyway, some of the marketers quoted in the article question the value of RSS, in its current form, as an effective marketing tool. They claim it doesn't provide any real value because publishers can't directly tie revenue to their feeds. My favorite quote comes from the VP of Pheedo who longs for the day that marketers can do to RSS what they did to online and e-mail:
"Look at the history of online and e-mail...We could only do text in e-mail on day one. Now look what we can do inside an e-mail. We can embed audio, flash, HTML, track it, monitor it, serve ads. We're going to be doing that same stuff in RSS some day." Great, RSS spam!
I guess things like loyalty and brand affinity don't count for much anymore in the online marketer's mind. It seems to me that those metrics would be much more important in the crowded online news market.
¶ 7:48 AM 
About Shawn Morton
Married father of 4, social media strategist at Nationwide, consumer electronics enthusiast, hair metal aficionado.
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