RSS, standing for Really Simple Syndication, is a marketing tool that helps marketers send their message to a big targeted audience without spamming. Customers view the information through their RSS feeds immediately it is available, therefore saving the time they would have used visiting the producer’s website to read the content. Put in other words, RSS feeds are important in delivering updated information to customers by allowing them to integrate producer’s content into their daily routine.
That said; RSS marketing, therefore, is a content delivery channel that allows marketers deliver their content, enhance their marketing initiatives and form lasting customer relationships. It is well-suited for marketing initiatives that target loyal customers checking for updates on new items, job listing, latest downloads, product prices and availability and fares. Whether e-commerce, client relationship management, online publishing, direct marketing or internal communications, RSS gives marketers the power of delivery. Some marketers are, in fact, using this channel as an alternative to email marketing.
The dynamism of RSS allows both subscribed and anonymous customers get updates instantly, so customers don’t need to subscribe to read the content. It also allows marketers publish other people’s content automatically, and improves search engine ranking thus can be used as a visibility tool to increase traffic. RSS marketing, unlike email marketing, does not involve cluttering the customer’s inbox. With email marketing, there’s no guarantee that the message will be read by the intended audience due to spam filters and firewalls that may delete or block the message.
Effective planning of the RSS feed makes the difference between the success and failure of RSS marketing. Every marketer, therefore, should carefully identify his different target audiences that he desires to reach with RSS. Depending on the nature of the business, online content strategies and marketing goals, a marketer may need to plan different feeds for each of his target audiences. In other words, an effective RSS marketing strategy should aim in delivering to the content preferences of the customers for best results.
Now that RSS marketing is becoming more important, every marketer should offer relevant content and make appropriate changes in the content to build and retain an active subscriber base. Successful marketers use a content preferencing page to ensure delivery of the right content to the subscribers. In addition, they use RSS specific sites to generate traffic. Any marketer wishing to get started with RSS marketing should get his own RSS aggregator, subscribe to other RSS feeds and see and understand how it functions.