RSS Marketing Realism ... Or Do Some People Simply Not Understand?

Well, RSS is certainly getting more attention from marketers lately. The only problem is that it at least seems that the level of understanding still isn't there.

The latest piece from Bill McCloskey of Email Data Source over at MediaPost is no different.

His argument goes something like this:

1] The promise of RSS for marketers was delivering content directly to the desktop, giving the marketer direct access to the prospect's desktop, evading all spam filters and crowded mailboxes. In other words ... an e-mail marketer's holy grail.
2] But only 4% of the online population use RSS from their desktops, while all the rest use websites like MyYahoo to consume RSS content.

3] Essentially, this means that RSS failed on its promise. It doesn't deliver content to the desktop, meaning it's crap for marketers.

4] "RSS is just another in a long series of technologies known as desktop apps that marketers have been trying to exploit for years."

5] The reach just isn't here, and it won't get here either. "There is no historical precedent that people want it, and plenty of evidence that people grow tired and abandon these types of apps quickly."

6] Plus, RSS really doesn't work for marketers, since it's text-centric, has no "send to a friend" capability and so on.

Well, Bill, excuse me for being so blunt, but you're wrong.

OK, let's take the claims on one-by-one ...

1] RSS is not only about getting content delivered to the end-user, but also about conducting business itelligence easier and cheaper than ever before, increasing your content visibility via content aggregations sites and even traditional search, getting more content for your own website to make it more relevant for your visitors ... and so on.

Aren't all of these benefits that marketers need and want? Increased exposure and visibility, increased traffic, etc.

2] and 3] Bill, the desktop as an entity is no longer where the action is ... the internet browser is the next desktop. And RSS is getting integrated into the most popular internet browsers. Case closed.

OK, one more thing. For Jane and Joe, websites like MSN, Google and Yahoo! are THE INTERNET. If you get your content there, directly to them, it's just like being on the desktop, or even better.

Because desktop apps tend to become annoying, while the "homepage" is the user's window into the internet.

4] RSS is not a desktop app. It's an "app" to deliver content anywhere, to anyone, using almost any content consumption client, from the PC to mobile, from Playstation to your IPTV.

Oh, and have I mentioned RSS is getting integrated just about everywhere?

And that once integrated it's easier to use than almost any other content consumption vehicle?

5] Now I'm starting to repeat myself. RSS is not an app:)

And in a few years no one will even know what RSS is or remember it. It will become an integral part of the internet, which people use without even knowing what they're using.

6] RSS supports visuals almost like e-mail does, and "send to a friend" is achieved via e-mail integration and other tools.

And no, RSS is not replacing e-mail:)

There it is, again. Bring on the next one ...

Hi Rok,

Spoken like a true evangelist. So let me add a few points.

1. "Integration Everywhere" means nothing, as far as marketing goes: I use VoIP but I don't expect to use it as a marketing channel. A great content delivery channel is not the same thing as a great marketing channel.

I've never made the arguement that RSS will not be a great content delivery channel. But my experience is that the people that will be signing up to RSS feeds will be early adopters and that group as a whole are extremely marketing phobic. The kinds of messaging that are designed to drive traffic and convert into a sale is generally an anathema to this group. The question is will the mass audience be reading RSS feeds and as a result be clicking and converting to make it worth a marketers time.

I have received much feedback to my articles from marketers who have tested the waters and their report back is: the conversion just isn't there. In my opinion, if it isn't in the inbox, it just isn't going to be read. That is why some of the blog-to-email tools from places like Feedburner I think are exciting and headed in the right direction.

Most people who have disagreed with me have done so under the assumption that I'm attacking RSS as technology. That is untrue. I'm saying it is not ready as a marketing vehicle, which it is being promoted as. Syndicate your content, but if you want to support advertising, it better be in the inbox. At least for now.

Bill McCloskey
CEO
Email Data Source

Posted by: Bill McCloskey at May 1, 2006 2:31 PM

Rok,

While I think that your rebuttal for points 1,3-6 is spot on, you didnt address the most salient argument (point #2), which is that only 4% of the online population use RSS.

RSS will live up to its potential. However, until RSS has an acceptance rate of at least 25%, it doesnt make sense for companies to spend any money developing technologies to leverage RSS marketing strategies.

Posted by: Patrick Dodd at April 12, 2006 8:43 AM

You're right about at least 25% , but you forgot, other market like china where 34.4% of internet users use RSS.
http://rssdiary.marketingstudies.net/content/344_percent_of_chineese_internet_users_use_rss.php
So, for US or European with only US or European Market, that true , there is no reason to invest. But ......

Posted by: Griere julien at April 14, 2006 3:28 PM

Patrick,

There was really no need to address point #2, since Bill addresses that one himself: 31% of online users use RSS in some way, even though they don't know it.

"2] and 3] Bill, the desktop as an entity is no longer where the action is ... the internet browser is the next desktop. And RSS is getting integrated into the most popular internet browsers. Case closed."

All the best,
Rok

Posted by: Rok Hrastnik at April 19, 2006 11:45 PM

Well, in this Internet era, I say we can all benefit from all these available technology: RSS and Inbox, etc. Each has its own pluses and minuses, but both can be effective ways to promote your business. While It's true that increased visibility or a strong virtual presence through RSS is very good for the business, it's also true that some people are not as adventurous on the Net. They don't surf and are just content with reading what lands in their Inbox. I think it all depends on the kind of audience you're targetting. So better know your customers first!

Posted by: Meikah Delid at May 2, 2006 9:25 AM