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08.09.05
Do Marketers Really Need RSS?
 By Rok Hrastnik
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.
About the Author:
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
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