(Length: 15 pages)

July 26, 2005

Using RSS As A Marketing Tool

This is the second document in the "Marketing And RSS" series.

by Charlene Li

with Henry H. Harteveldt, Thomas Powell, Chloe Stromberg, Tenley McHarg

Executive Summary (This is a document excerpt)

Despite its resemblance to the Wild West, best practices for how marketers can use Really Simple Syndication (RSS) are already emerging. In this second of two reports, Forrester outlines why marketers should experiment with RSS, especially marketers with customers who fit the profile of early RSS adopters. Even if it's something as simple as putting press releases in an RSS feed, marketers will benefit from early exposure to distributing information via RSS — and receive valuable feedback from key constituents on what types of content they would like to have.

TABLE OF CONTENTS

NOTES & RESOURCES

itemHow Marketers Can Use RSS

item1) Determine What Content To Distribute Via RSS

item2) Build The Feeds

item3) Market The Feeds — And Use Feeds To Help Expand Your Markets

item4) Measure The Feeds — And Their Impact

itemRSS Also Provides New Advertising And Marketing Options

recommendations

itemExperiment With RSS While The Risks Are Low

itemSupplemental Material

Forrester interviewed 30 vendor and user companies, including: Bloglines, CNET Networks, FeedBurner, Google, Microsoft, New York Times Digital, NewsGator Technologies, and Yahoo!

Related Research Documents

itemUS Online Marketing Forecast: 2005 To 2010

May 2, 2005, Trends

itemThree RSS Applications Travel Can Put To Use Now

May 26, 2005, Trends

itemIt's Time For Travel To Focus On RSS — Here's Why

April 20, 2005, Trends

Find Documents In Related Categories
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Technology: Customer Experience, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0
Geography: Asia Pacific, Europe, North America
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