JupiterResearch: RSS Adoption Not Really Simple
March 21, 2005
Rok Hrastnik from Market Studies pinged me this morning with this article from DMNews. JupiterResearch polled a number of marketers about RSS and it's marketing implications. I think Rok forwarded it to me because he knew I couldn't just read it without offering my opinion. Before I get started, Rok has his thoughts on the survey.
Here we go:
1. Insert "email marketing" where they mention RSS and go back 10-12 years. I am sure JupiterResearch did a similar survey asking marketers about including interactive advertising and email in their marketing plans. A very small universe of marketers were trying it (maybe 6%). I remember trying to convince my CEO to test email. I had to build models and justify the cost. We ended up spending about 80% of our budget with email and email newsletters. Yes, RSS adoption is small. Email did not have billions of people using it on day one either.
2. "However, RSS publishing still faces many hurdles: measuring traffic at least on a subscriber level is nearly impossible to do, which will relegate RSS to a broadcast marketing tool in the near term." Pheedo has solved these issues and will continue to innovate.
3. "RSS is not well suited to promotional-offer-oriented content because it does not offer the targeting and personalization capabilities of e-mail, the report said." This statement is simple not true. In many cases, we have cut our customer's cost-per-acquisition by over 50%.
Bottom line is I am not surprised by the survey results nor worried. RSS will continue to grow. Consumers will adopt it. It will take time but email adoption was not built in a day either.
Read A sound case to include Blogs and RSS in your marketing mix to understand how RSS can positively impact your marketing efforts.
Posted on March 21, 2005 9:42 PM
Permalink
| Feedback(0)
| TrackBack (4)
TrackBack
TrackBack URL for this entry:
http://www.pheedo.info/cgi-bin/mt-tb.cgi/189
Listed below are links to weblogs that reference JupiterResearch: RSS Adoption Not Really Simple:
» The Jupiter RSS Report Scrutinized from The RSS Diary
The Jupiter RSS report is creating quite a response from marketers and publishers already using RSS. Here's a quick run-down on the conversations going around the Web ... [Read More]
» RSS Usage/Adoption - 2 reports from Nooked Blog
2 contrasting reports.... Jupiter Research report gets some commentary - great posts from Rok, Seth , Bill IMHO, its a bit early to make claims on what RSS will do vs email in the long term - For the moment... [Read More]
» RSS: Hot or Not for Marketers? from Stephan Spencer's Scatterings
DM News covered a controversial new JupiterResearch report on RSS. The blogosphere was quick to respond. Some of the marketer-bloggers that I hold in high regard — Seth Godin, Bill Flitter, Rok Hrastnik, and Rick Turoczy — weighed in with t... [Read More]
» Subscribers and Targeting with RSS from Syndicate IQ
The recent Jupiter Research paper, reported by DM News, has two interesting points we at Syndicate IQ would like to discuss: RSS is not measurable down to the subscriber level: "However, RSS publishing still faces many hurdles: measuring traffi... [Read More]