New RSS Study from Jupiter: The Messaging Innovation Imperative

In addition to releasing their new RSSDirect solution, SilverPop also commissioned a research paper on RSS from JupiterResearch.

You can download it here, along with SilverPop's RSS Marketer's Handbook.

A good read and overview of RSS marketing, even the more advanced topics, such as feed personalization, customization and targeting, although nothing really new for those of us in the space for some time (the JupiterResearch report actually opens with more or less the same introduction as my Unleash the Marketing & Publishing Power of RSS book:).

The one thing to note however is that Jupiter is trying to establish a new phrase: IRSS --- Individualized RSS, discussing personalized, customized and targeted feeds. Of course, this is only a new name for an old horse, since real individualized RSS has been around for more than 3 years already, just didn't have a real name.

Also, Jupiter makes a note that IRSS requires that each feed has a unique ID to distinguish between different users and their individualization. While this is true for most implementations, MyST Technology Partners for example are in fact using a different "IRSS" approach, customizing feeds based on a user-authentication model. So Jupiter could be a little more careful with their definitions.

One of the key issues I see with this report is that it focuses only on RSS, without really establishing the realistic relationship between e-mail and RSS, especially how they must be used together.

But all in all, a great free report for those interested in advanced RSS marketing.