Feed Marketing a Non-starter飼料營銷非精簡

Having waxed lyrical on repeated occasions about RSS newsfeeds and有waxed抒情多次犯有關於RSS新聞推送和 Feedburner feedcounts feedburner feedcounts , I thought it was time I did some more formal study into the subject. ，我還以為這是當時我做了一些較為正式的研究，探討的主題。 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.不過，我碰到了一個耐人尋味的研究論文在國際期刊的技術和營銷分心，我從我原來的追求，並非最不重要的，因為該文件的作者是總部設在冰島，這是不尋常的，至少可以說，但更因為他們似乎聲稱沒有足夠的公司正在使用的RSS市場，以他們的客戶。

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愛德華松和聶白石的商學院和科學大學的阿庫雷裡，分析了當前使用的RSS新聞推送（真正簡單的聯合供稿的定義） ，並建議它可以成為一個有用的新的電子商務營銷的機會很多公司。 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.當然，他們的文件，也是十分及時，因為Google ，它現在擁有feedburner ，開始倍feedburner用戶到他們的Google帳戶制度和與它提供一個更直接的方法，博客和新聞作者的AdSense廣告，以他們的飼料。 However, this is not the kind of commercialization of RSS feeds to which Edvardsson and Whitehead allude.不過，這是不是種商品化的RSS源，以其中愛德華松和白石暗示。

They have found the not unsurprising fact that RSS feeds are highly underutilized in direct marketing among global companies.他們已經找到了不unsurprising事實上， RSS訂閱，高度不足的直接營銷之間的全球性公司。 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.這實在是並不奇怪鑑於調查一貫顯示，大多數網頁用戶以外的高新技術靈灰龕的是仍然不知道他們能得到的網站更新和其他及時的信息，通過這個系統。 Incidentally, the approach to the landing page for the順便一提，辦法到達網頁為 Sciencetext RSS feed sciencetext RSS饋送 handholds you through the process of grabbing the newsfeed, so there’s no excuse not to do so. handholds你通過的過程中搶占新聞，所以沒有理由不這樣做。

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.無論如何，冰島隊調查的幾大公司的網站和發現，雖然techy ，信息和通信技術（ ICT ）公司往往公頃RSS Feeds功能，非資訊及通訊科技公司，如果他們使用他們的RSS非常不同的看法。 Of course, the likes of IBM, Oracle and Electronic Arts use RSS extensively, with each of those companies running more than 200 newsfeeds each.當然，像IBM ，甲骨文和電子藝術使用RSS廣泛，而每項這些公司的運行200多個新聞推送每個。 Nevertheless, the researchers suggest that RSS is not being exploited well:不過，研究人員建議， RSS是不是被剝削，以及：

At present, RSS is used predominantly for press releases and technical information and, to a lesser extent, investor information. 目前， RSS是使用的主要為新聞發布和技術資料，並以較小的程度上，投資者的信息。

Direct marketing, they add, accounts for less than 1% of feeds and is used by less than 4% of companies.直效行銷，他們添加，佔不到1 ％的飼料和所使用的不到4 ％的公司。 This is despite RSS feeds being low-cost and time-saving, and providing increased privacy for customers.這是儘管RSS源被低成本和節約的時間，並提供更多的隱私為客戶。 They suggest that there is huge potential for using RSS for direct marketing, so much is obvious.他們建議是有巨大的潛力，為使用RSS用於直接促銷的，這麼多是顯而易見的。 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，他們似乎並沒有實現的是，除了事實，即非科技讀者（本公司除外）確實尚未得到真正簡單聯合供稿系統，儘管它真的很簡單。

More to the point, while RSS has many pros, there are other cons.更多一點，而RSS已經有很多的利弊，還有其他的意見。 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).特別是， RSS是一種選擇-在服務，因此它的使用在市場營銷中始終是要適當的少，比電子郵件營銷（垃圾郵件或其他方式） 。 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!畢竟，不僅是你有沒有了解RSS和如何使用它，您也可以知道某個特定飼料和實際選擇將其添加到您的新聞閱讀器，使用iGoogle ，我的Yahoo ！ or active bookmarks.或積極的書籤。 Other than adding filtering people effectively cannot refuse and email.以外的其他人加入過濾有效地不能拒絕和電子郵件。

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作為事情的立場，這些誰使用飼料，一般高科技精明，他們選擇準確的資訊提供他們想要使用的，往往是種網絡用戶已 adblock software軟件的AdBlock running on their browser, and tend to have strong antispam filtering in place anyway.上運行他們的瀏覽器，並往往有強大的反垃圾郵件過濾在的地方，無論如何。 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.我不知道什麼樣的短期飛行哩數的RSS營銷，是會得到，而這仍然是個案，以及如何冰島隊預計，世界將改變，以改善前景的商業化的RSS新聞推送的方式在他們建議。

Indeed, they accede to this point and conclude on a rather downbeat note:事實上，他們加入了這一點，結束就相當悲觀注意：

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. 顯然存在顯著的擴展空間，在使用RSS源用於直接促銷，和工作至今仍未完成，以界定最有效的方法這樣做。

Edvardsson, IR, Whitehead, NJ (2008).愛德華松，紅外光譜，白石，新澤西州（ 2008年） 。 RSS as a new international e-marketing opportunity. International Journal of Technology Marketing, 3 (3), 293.的RSS作為一種新的國際電子商務的營銷機會。 國際雜誌的技術行銷， 3 （ 3 ） ， 293 。 DOI:土井： 10.1504/IJTMKT.2008.019926 10.1504/ijtmkt.2008.019926