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Loading ...As marketers, we need to prepare for the eventuality that viewing the Internet through a browser on a PC is a thing of the past, the present, but not of the future.
We need to find alternate ways now to market online and not just sponsor studies to prove that “even the early adopters that tend to read blogs use RSS less frequently than many supposed.[1]”
Even though the majority of Internet users still browse the web, this is likely to change as consumers adopt newsfeed clients, Internet-enabled devices (like my BlackBerry, the Treo 650,) and web-ready mobile phones.
Viewing the Internet does not require a web browser — and never has. The near-future of the Internet (and Internet marketing) is going to lose the web browser (and probably even the PC!).
And even if the future does include lots of browser-based Web access and common e-mail, it is also important to recognize that while there are hundreds of ways to scrub advertisements from Web Browsers and from e-mail Clients and e-mail Servers.
There currently are no defenses, scrubbers, removers, or spambots developed for in-line advertising in RSS feeds. If you develop a great way to serve ads via RSS, you have a captive audience. There really isn’t an effective way to screen in-line RSS banner ads or text ads. Yet. So you had better move on it. There may be fewer total eyeballs, page views, and impressions, but there will be people paying attention to what they’re reading so you are more likely to get through all the chaff and noise associated with SPAM and Banner (and pop-up) ads.
Don’t forget: in sales and marketing, its all about the sale, stupid.
I have been seeing in-line advertising in some RSS feeds (actually, in this case, RSS2 and ATOM feeds, two XML variations on RSS that can include rich text and in-line HTML content, easily including ads and “please support us by visiting our sponsors” content) as well as entire posts that are “please support us by visiting our sponsors” posts, which show up in both Web Browser interfaces as well as in RSS feeds (again, with better results coming with RSS2 and ATOM).
Of course, this is the perfect time to retain a programmer who can help you brainstorm (and rush rush rush) towards cornering the market on the best and easiest solution that will generate revenue for bloggers while also delivering client message for you (you know you want to).
A win-win!
Why? Well, based on how many bloggers have in-line Google AdSense ads (which are Google AdWords) on their Web-based blogs, we know that these men and women — these bloggers — are interested in either subsidizing their hobby or making a full-blooded living.
And, believe it or not, just as long as you don’t charge them, so does the readership.
I believe if we, as Marketers, throw away the advice given by JupiterResearch as either just self-interest and laziness or merely short-sightedness (because all they’re reporting is now, not what most likely will be) and forge ahead at becoming early-adopters ourselves (how often do we ad marketers and advertisers stumble upon a new mode of delivering client message?), we can be all of these things: RSS/RSS2/ATOM “Newsfeed Marketing” market leaders, the creators of the technology (and IP) for easy RSS marketing, the only guy in town who is offering this organ of communication to advertisers, and possibly you can even start a new advertising channel network like AdWords for RSS feeds.
Despite what Marketing VOX News suggests, via DM News and BlogAds, RSS (or rather XML-based syndication) is going to be how people are going to browse their news, blogs, sites, and headlines.
Filed under: Internet Strategy, RSS Strategy, Technology Strategy, Web Strategy
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