RSS as a marketing tool and more
RSS Solution company SimpleFeed released never-before-seen click through and conversion data that proves the success of using RSS marketing programs. The statistics were released at the Direct Marketing Association’s Conference, DMA07, in Chicago. These are aggregated results for Simple Feed’s RSS marketing and support customers for the first nine months of 2007. Interesting results and probably shows how RSS and web feeds can be used for more than delivering news. And as a marketing tool RSS can potentially be used not only to promote a product. It can probably be used to market or promote anything. But, I digress lets look at the results presented:
The results show RSS subscribers to marketing and support feeds click through from the feed to the source web site an average of 5.9 times a month per subscriber. The average subscriber receives 53 content items in their feed per month, resulting in a click-through-to-content ratio of 11.1%.
One of SimpleFeed’s customers, Autodesk, will discuss the results of two offers the company made in September through its RSS feeds managed by SimpleFeed. The first test was an offer to current Autodesk customers to purchase a software upgrade. This offer garnered conversion rates that were significantly higher than those obtained through a similar email campaign. The second offer was for free content that required web site registration as a prerequisite to download. The registrations for this offer were ten points higher than those of regular web site visitors presented with the same offer
[Source]
OK the results may not be triangulated, ie meaning it came only from one case and is not verified by any other study or data - therefore not that conclusive. But it does show that RSS and webfeeds can be used for promoting a product. I suspect one advantage it has is that with an RSS feed one can design to offer options to the subscriber. Any subscriber to a feed can actually define what type of information or news that can be received. And this is a big plus in terms of disseminating information: One can distribute information almost hassle free and probably stress free.
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