For Interactive Marketing Professionals (Length: 7 pages)

October 20, 2008

What's Holding RSS Back?

Consumers Still Don't Understand This Really Simple Technology

by Julie M. Katz

with Christine Spivey Overby, Jeremiah K. Owyang, Thomas Cummings, Emily Murphy

Executive Summary (This is a document excerpt)

Nearly half of interactive marketers use RSS, but consumer adoption has only reached 11%. Of the consumers who haven't adopted RSS, most don't understand how RSS is relevant to their lives and the way they seek information. If marketers expect to reach a critical mass of consumers by using content syndication, then they must take on the burden of education.

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