Why RSS matters in the marketing world

After spending over 5 months researching the subject of RSS marketing, Rok Hrastnik has finally released his new e-book, 'Unleash the Marketing & Publishing Power of RSS'.

Why RSS Matters in the Marketing World

The reason this guide matters and will be a milestone document is that RSS will become a critical tool for marketers, yet today most marketers still 'don't get' RSS.  This guide exactly what is needed to close this knowledge gap

Marketers need to understand that consumers who want a relationship with a company or site will increasingly subscribe to RSS instead of Email. Given that RSS feeds are becoming easier to subscribe to, and that more and more online services are becoming RSS-enabled, this trend will inevitably force marketers to understand and leverage the potential of RSS as a CRM tool.  RSS has profound implications for several marketing-related industries:

  • marketing communications (marketing & CRM don't think it is an overstatement to say that this work is a real milestone in online marketing literature.
  • sales & marketing software vendors (eCRM, email marketing, ad serving, CMS)
  • publishers and media owners

Achilles Heel of RSS Marketing

Metrics and measurement is the Achilles heel of RSS marketing today.  Although the guide goes into great depth on this issue and has useful advice on this topic, it is written in a context where no one can agree on the RSS metrics standards that will make sense to the average media buyer or performance-driven marketer.  Hopefully the IAB will have the opportunity to read this e-book and jolt them into action.

The Marketing Industry Perspective

'Unleash the Marketing & Publishing Power of RSS' includes 33 interviews with people such as Robin Good, Dana VanDen, Bill Flitter (Pheedo), Alex Williams (now at Corante), Heiko Hebig (Six Apart), yours truly and plenty more who have been writing on the subject of RSS marketing over the last year or so.

Robin has turned the tables and interviewed the author of the e-book, Rok Hrastnik. (MP3 4.2 MB, WMA 2.9 MB).

The e-book costs $39.95. I've already bought my copy.

I'll be updating this post with any reviews I come across.

Comments (10)
  1. Anonymous says:

    Alex Barnett has posted a new blog about an e-book on RSS and Marketing he has been involved with.

  2. Rok Hrastnik says:

    I certainly wouldn’t mind having IAB read my book:)

    OK, seriously, I wouldn’t count on IAB to do something in the area of advertiser accepted RSS metrics standards, because they only came to agreement with rich-media standards only "a short while ago".

    Unless of course the big stakeholders, which are moving in to RSS, might push it. But I’m somehow doubting it.

    I think there might be better chances of putting at least the basis for metrics standarnization together if the RSS industry got together and started working on it.

    There are many problems that we need to work out, starting with what to measure in the first place …

    Anyway, if anyone is interested in perhaps starting a discussion on this topic and perhaps even moving it a little further, please drop me an e-mail at rok.hrastnik@marketingstudies.net

    And Alex, thanks for the mention.

  3. How fitting that the majority of the marketing messages relating to the newest, and most comprehensive e-book on RSS is likely to be delivered through the very medium which is the topic of the book. I’m talking about the buzz on Rok Hrastnik’s new book, "Unleash the Marketing and Publishing Power of RSS." This is a new e-book on RSS for marketers: "Unleash the Marketing and Publishing Power of RSS" by European e-marketer Rok Hrastnik, who spent the last year or two researching an exhaustive review of RSS & syndication technology on the web. I was interviewed for the book,…

  4. measurement as an achilles heel? surely the opposite is true. in the past marketing had no decent measurement metrics. with RSS stuff becomes measureable – sure the counters and monitors aren’t perfect, but we’re seeing new ways to measure information flows and decision factors.

  5. Rok Hrastnik says:

    The problem is that there are so many methods of measuring, that standarnization seems almost "impossible". Just imagine how long it took for the ad industry to decide on a standard ad pack. And, the actual RSS "industry" is so young that metrics are still a technical issue for most.

  6. Why RSS matters in the marketing world : Marketers need to understand that consumers

  7. Anonymous says:

    Well, at least they don’t appear to exist in the UK, as Rok Hrastnik discovered on his recent visit to the The International Direct Marketing Fair in London. Not surprisingly, Rok thinks that the direct marketing industry needs a bit of a wake-up call – this is 2005 after all!…

  8. Seattle Times quotes Scott Gatz, the senior director for personalization products at Yahoo in reaction…

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