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Posted on October 23, 2007
RSS Advertising is Targeted and Measurable
BY JAMES CLARK
The battle around web site advertising now rages around what a site's true hit statistics are. Advertisers are seeking accountability by relying on ratings panels from Neilsen/NetRatings, but site owners are seeing major flaws in the ratings panels system. Check out this article How Many Site Hits? Depends on Who's Counting in the New York Times to get a good view from both sides of the debate.
I say let them battle it out, because the real advertising value, measurement and trackability is in RSS feeds. The recent article RSS Ad Response Tops E-Mail in InternetNews.com shows how RSS advertising is more targeted and more effective than e-mail advertising, and e-mail blows away banner advertising based on impressions.
It makes sense since RSS is a consumer controlled subscription-based information channel. The future of RSS advertising is tremendous. Through our own Castlock RSS platform we are successfully testing advertising scenarios that offer highly targeted text and image advertising based on RSS feed content. So we are not just sending out the same advertisement through the feed, but have a cadre of ads ready to be distributed based on the content of the feed. So imagine if CNN could tell Toyota, that they run its ads only in content tagged with a specific set of keywords. Now you're talking targeted advertising.
So go ahead and battle it out over page views, and leave RSS to the professionals who know the value of targeted, highly converting RSS advertising. We'll see you all at the pot of gold at the end of the rainbow.
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Posted on May 25, 2007
The Top Five Reasons Why It's RSS or DIE
BY JAMES CLARK
Our The Top Five Reasons Why it's RSS or DIE article was recently featured on Marketing Profs. Right now it requires a premium subscription, which BTW is probably one of the best values for marketing information and immersion. Great articles, webinars, etc. are offered through Marketing Profs.
For those of you seeking the RSS or DIE PDF you can download it from the Room 214 site.
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Posted on March 30, 2007
RSS Marketing on the Rise
BY JASON CORMIER
Just a quick shout out to Brian Haven at Forrester for publishing the latest results from their interactive marketers survey. Here is the word: 40% of marketers are using or piloting RSS (up from 10% last year). Blog usage for marketing is at 34% - up 13% from the 2006 study, and 25% 0f marketers surveyed are now podcasting.
A noteworthy mention: My co-worker, Kris Smith, spoke earlier this week at the eLearning 2007 conference about using RSS and podcasting for distance education. Incidentally, he spoke with a company right after his talk that said they would have missed the mark with their new initiatives had they missed his presentation.
A company that most effectively embraces the concepts he revealed will take the lead. Eventually, however, a company that does not will simply be considered behind the times.
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Posted on February 13, 2007
RSS now stands for Really Smart Strategy
BY JASON CORMIER
I know - the real acronym most people recognize is “really simple syndication.” But there is real irony in that definition considering how difficult it has been for companies to wrap their minds around how they will actually take advantage of using RSS. The adoption rate of RSS use (via podcast, blog and feed subscriptions through various RSS readers, mobile devices and web browsers) has continued to increase beyond expectations. Our experience, in addition to the research we’ve seen supports the validity of pursuing social media and word-of-mouth marketing efforts seriously. Consider a short list of RSS benefits:
- Greater control of online marketing and distribution of (written, audio and video) content to people who are asking for it.
- Dramatic increase in search engine visibility when content is syndicated and regularly updated
- Spam-free alternative to effectively delivering newsletters, promotions, press releases, articles, training, company updates and more.
- Increased sales and customer retention
- Limitless opportunities with increasing adoption rate of RSS due to social media, new online interfaces and on-demand expectations.
I know it’s been overused by a host of blogger/RSS evangelists, but as Robert Scoble has said: “If you do a marketing site and you don’t have an RSS feed, you should be fired.” I guess I’m wondering who doesn’t do a marketing site.
It’s an exciting time to partner with a company that can not only guide you on how to use RSS, but can also provide the tools and resources to help you execute. Share this blog post
