The Challenge of RSS
According to a study performed by Yahoo, only 31 percent of people are currently using RSS, and of those, only 4 percent are aware that they use RSS. Marketers face a challenge of getting users to subscribe to RSS feeds because it is something that most customers aren’t familiar with yet. However, the usage is growing exponentially, and if marketers start now with a small RSS campaign, it will grow into their marketing strategy as user acceptance grows.
One other thing to keep in mind is the difficulty of tracking RSS. Not only is it hard to tell who has subscribed to the RSS feeds, it’s difficult to track the impact of RSS campaigns. Marketers must monitor the users’ behavior and watch the website metrics on days the RSS feeds have been distributed. While marketers won’t know how many unique users viewed their feeds, they can look for increases in overall website traffic to get an idea of how much business the feeds generated.
The Pros Outweigh the Cons
Very rarely does a tool come along that can actually deliver what it promises, but if a marketer can use RSS correctly, it will reap the rewards; including increased communication channels and decreased costs, happier, more loyal customers, and an increase in the bottom line.
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