Sunday, May 28, 2006

RSS & Blogs for Marketers

Online Marketing is core to my heart and have done lot of research on RSS, Blogs and Wikis in Past.

These days blogs are definately over hyped ... but its justified. Go thr the following points:

1. Buzz Marketing: Recently there was camaign of Coca Cola Blak and it has already created buzz in market and people have started discussing about it. Thats the power of blog.
2. SEO: relevant blogs get higher ranks on Google and other search engine. So blogs create high visibility in SE.
3. Conference & Corporate Blogging as a Marketing Tool: Blogs were born from the need to easily publish personal voices online. Blogs, by the nature of the medium, encourage casual banter and informal language. Unlike Web sites, which are crafted and branded and carefully planned out to be "on message," the daily journal format of a blog produces more vulnerability from its authors. In marketing terms, a blog can bring a human personality to a faceless company, which can create a connection between the corporation and the client. This can lead to deeper loyalty and richer feedback.

Steps To Your Business Blog

1. Start using RSS for news, jobs or press releases
2. Thoroughly study what a blog is: You have to know blogs to be able to decide on whether or not to start one.
3. Be specific with purpose: Absolutely no one will be happy if you start a blog because you can.
4. Ask yourself, do you really need a blog? Why on would you want a blog?
5. Ask yourself, do we have the resources?
6. Co-ordinate with other communication channels
7. Who's the blogger? People working there do. You of course have to find people that wants to, that wishes nothing else but to, blog.
8. Make a decision on all aspects, features of blogs
9. Choose which tool to use
10. Make sure the blogger(s) know blogging: Blogging is a skill. Not a very unique one, but a skill 11. Launch quietly
12. Start doing subtle PR: Don't issue a press release stating you have a blog. You wouldn't be the first to do it, but it never seems appropriate. There are other means.
13. Success or failure? Decide on the future of your blog: It doesn't take more than two or three months, from my experience, to find out if a blog is good enough to deliver results.

RSS stands for really simple syndication. It was invented sometime ago by Netscape. In its simplest form, it was a news-clipping service that provided a header and few lines of text. It has evolved, however, to look, resemble, and act like email. Most major news sites (Wall Street Journal, New York Times, YahooNews, etc.) allow you to tag a section and grab an RSS feed. That way, instead of having to go visit a Web page, you can receive a feed.

No doubt, RSS is a marketing tool. I was going through a article in MarketingProfs - "RSS: What's in It for Marketers?".

The utilities are:
1. Form of communication that makes it very easy to push out information
2. Permission based email marketing
3. To have higher visibility in search engines. Google and Yahoo give preference to information having RSS feeds.
4. Dont need to open web page
5. Get updated with the latest in a particular area Right now penetration of RSS is around 4 to 8% in terms of awareness as told by Eric Frenchman.

A similar term is ATOM ... its is also XML file, which have the same functionality but normally is used for Blogs. Just visit an atom of a blog on marketing. In future you will see that most of the website will have RSS Feeds on their front page.

Few of my posts on marketingprofs are as follows:

1. http://www.marketingprofs.com/ea/qst_question.asp?qstID=13115#82592
2. http://www.marketingprofs.com/ea/qst_question.asp?qstID=12835#80524

What do you think is the future of Blogs and RSS?

1 Comments:

Anonymous jinal shah said...

just stumbled upon your blog-- and see that you've linked mine.
very interesting thoughts...

June 09, 2006 2:08 PM  

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