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 ...