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the Big Blog Company | Bye bye email… hello RSS
“Who yer callin' a sparrow, you schmuck?!”
The bird on the back.
February 20 2005
Sunday
Bye bye email… hello RSS
Adriana Cronin-Lukas • Blogs & Blogging • Blogs in the media • Syndication 
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BusinessWeek online sums up the two powerful messages from the Business Blogging Summit that took place last month.

  1. Blog feeds are rapidly replacing email as a form of proactive marketing communications.
  2. Marketers wishing to post their own blogs should not approach the form as another one-way communications medium, but should plan for their blogs to offer two-way dialog.

Chris Pirillo, a vocal advocate of RSS as an alternative information delivery argues that spam, which is the 800-pound gorilla responsible for most enterprise email blacklists and whitelists, is impossible via RSS.

Because the user controls his or her subscription, RSS subscriptions imply confirmation that he or she wants to receive your message.

Pete Blackshaw, of Intelliseek stressed:

Blogging has become a new form of one-to-one marketing, but one not always dictated by brand. It has concentrated more power in (customer) ‘influencers,’ and thus requires a new targeting mindset.

See, we told you so. grin Well, I would not say that email is dead as a communication tool although I admit that it is considerably hamstrung by spam to be the medium of choice for PR and marketers in a corporate environment. For marketing, RSS is the best channel as it replaces the push (by the marketer) with pull (from the customer/reporter). I have stopped reading email newsletters from people in my ‘industry’ since if they do not know by now about blogs, that means they are rather behind. (And I do mean in my ‘industry’ i.e. online communication, self-publising, marketing, expertise building etc.)

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