Feed Marketing a Non-starter饲料市场营销的非首发

Having waxed lyrical on repeated occasions about RSS newsfeeds and在蜡抒情多次了解RSS新闻推送和 Feedburner feedcounts Feedburner feedcounts , I thought it was time I did some more formal study into the subject. ，我认为这是当时我做了一些更正式的研究主题。 However, I came across an intriguing research paper in the International Journal of Technology and Marketing that distracted me from my original quest, not least because the paper’s authors are based in Iceland, which is unusual to say the least, but more so because they seem to claim that not enough companies are using RSS to market to their clients.然而，我发现一个有趣的研究论文在国际期刊的技术和市场营销的分心我从原来的追求，这不仅是因为论文的作者是总部设在冰岛，这是不寻常的，至少可以说，但更多的是因为他们似乎认为没有足够的公司正在使用RSS市场的客户。

Ingi Runar Edvardsson and Nik Whitehead of the Faculty of Business and Science at the University of Akureyri, have analyzed the current use of RSS newsfeeds (the Really Simple Syndication by definition) and suggest that it could become a useful new e-marketing opportunity for many companies. Ingi Runar Edvardsson和聂白石的工商管理学院和科学大学的阿库雷里，分析了目前使用的RSS新闻推送（真正简单的联合供稿的定义） ，并表明，它可以成为一个有用的新的营销机会很多公司。 Of course, their paper is also quite timely because Google, which now owns Feedburner, is beginning to fold Feedburner users into their Google account system and with it offer a more direct approach for bloggers and newsfeed authors to ad AdSense to their feeds.当然，他们的论文也很及时，因为谷歌目前拥有Feedburner ，开始倍Feedburner用户的谷歌帐户制度，它提供了一个更直接的办法和Newsfeed博客作者的广告的AdSense他们供稿。 However, this is not the kind of commercialization of RSS feeds to which Edvardsson and Whitehead allude.但是，这并不是什么样的商业化的RSS源的Edvardsson和白石暗示。

They have found the not unsurprising fact that RSS feeds are highly underutilized in direct marketing among global companies.他们发现不奇怪的事实， RSS馈送高度不足的直接营销之间的全球性公司。 This really is not surprising given that surveys consistently reveal that most web users outside the tech niches are still unaware that they can get site updates and other timely information through this system.这真的是不足为奇的，因为调查一贯显示，大多数网络用户以外的高科技领域仍然不知道他们能得到网站的更新和其他及时的信息通过这一系统。 Incidentally, the approach to the landing page for the顺便说一句，该办法的到达网页的 Sciencetext RSS feed Sciencetext RSS种子 handholds you through the process of grabbing the newsfeed, so there’s no excuse not to do so.扶手，你的过程中抢占通讯社，所以没有理由不这样做。

Anyway, the Icelandic team surveyed several major corporate websites and found that while techy, Information and Communication Technology (ICT) companies often ha RSS feeds, non-ICT companies if they had them used RSS very differently.无论如何，冰岛队调查的几个主要的企业网站，并发现，虽然易怒，信息和通信技术（ ICT ）公司往往公顷RSS馈送，非信息和通信技术公司，如果他们用他们的RSS却截然不同。 Of course, the likes of IBM, Oracle and Electronic Arts use RSS extensively, with each of those companies running more than 200 newsfeeds each.当然，像IBM ，甲骨文和电子艺界使用RSS广泛，每一个这些公司投放200多个新闻推送每个。 Nevertheless, the researchers suggest that RSS is not being exploited well:尽管如此，研究人员认为， RSS是不是被剥削以及：

At present, RSS is used predominantly for press releases and technical information and, to a lesser extent, investor information. 目前，使用RSS是主要为新闻稿和技术资料，并在较小的程度上，投资者的信息。

Direct marketing, they add, accounts for less than 1% of feeds and is used by less than 4% of companies.直销，他们补充说，占不到1 ％的饲料和所使用的不到4 ％的公司。 This is despite RSS feeds being low-cost and time-saving, and providing increased privacy for customers.这是RSS馈送，尽管目前成本低，节省时间，并提供更多的客户的隐私权。 They suggest that there is huge potential for using RSS for direct marketing, so much is obvious.他们建议，有巨大潜力的利用RSS进行直接销售，这么多是显而易见的。 However, what they don’t seem to realize is that aside from the fact that non-tech readers (present company excepted) really don’t yet get Really Simple Syndication, despite it being really simple.然而，他们似乎并不知道的是，除了一个事实，即非高科技读者（本公司除外）确实还没有得到真正简单的聚合，尽管它正在很简单。

More to the point, while RSS has many pros, there are other cons.更重要的是，虽然有很多的RSS利弊，还有其他的意见。 In particular, RSS is an opt-in service so its use in marketing is always going to less appropriate than email marketing (spam or otherwise).特别是， RSS是一个选择的服务，以便其使用的营销始终是要适当的少比电子邮件营销（垃圾邮件或其他方式） 。 After all, not only do you have to know about RSS and how to use it you also have to know about a particular feed and actually choose to add it to your newsreader, iGoogle, My Yahoo!毕竟，不仅你知道RSS和如何使用它您还可以了解特定的饲料和实际选择将其添加到您的新闻阅读，的iGoogle ，我的Yahoo ！ or active bookmarks.或积极的书签。 Other than adding filtering people effectively cannot refuse and email.除了增加有效过滤人不能拒绝和电子邮件。

As things stand, those who use feeds are generally tech savvy, they choose exactly which feeds they want to use, are often the kind of web user that has就目前情况来看，这些谁使用资讯科技通常是精明的，他们选择的到底是哪供稿他们想要使用，常常是什么样的网络用户有 adblock software软件的AdBlock running on their browser, and tend to have strong antispam filtering in place anyway.运行在他们的浏览器，而且往往具有很强的反垃圾过滤反正到位。 I wonder what kind of short-term mileage RSS marketing is going to get while this remains the case and how the Icelandic team anticipates that the world will change to improve the outlook for the commercialization of RSS newsfeeds in the way that they suggest.我不知道什么样的短期里程的RSS营销是要获得，而这仍然是个案，以及如何冰岛队预计，世界将改变，以改善前景的商业化的RSS新闻推送的方式，他们建议。

Indeed, they accede to this point and conclude on a rather downbeat note:事实上，他们加入了这一点，就完成了相当悲观的说明：

There is clearly significant room for expansion in the use of RSS feeds for direct marketing, and work has yet to be done to define the most effective ways of doing this. 显然很大的余地扩大使用RSS馈送的直接营销和工作尚待完成，确定最有效的方法这样做。

Edvardsson, IR, Whitehead, NJ (2008). Edvardsson ，红外光谱，白石，新泽西州（ 2008年） 。 RSS as a new international e-marketing opportunity. International Journal of Technology Marketing, 3 (3), 293.的RSS作为一种新的国际电子营销的机会。 国际期刊技术营销， 3 （ 3 ） ， 293 。 DOI: DOI编号： 10.1504/IJTMKT.2008.019926