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Is RSS Feed Branding The Next Wave? |
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Thursday, 04 August 2005 |
Is
RSS Feed Branding The Next Wave?
SalesMastersWorld - San Jose,CA,USA
In the fall of 2004, GM used a podcast to help introduce its 2005 vehicle
line-up. Microsoft soon followed suit, and now dozens of companies are using
podcasts as part of their branding mix.
Such podcasts represent the first wave of an emerging trend called feed
branding, which also includes RSS feeds, ring tones and digital radio. Podcasts
are "radio" programs or other broadcasts uploaded to Apple's iPod and other MP3
players. Subscription-based RSS feeds relay updated content from news sites or
blogs. About 10-15% of such feeds now carry advertising, but that percentage
will increase rapidly. Ringtones are customizable sounds on mobile phones. And
digital radio uses satellites to transmit content-specific ads or even images to
accompany DJs or songs.
Podcasting is the proverbial Next Big Thing, thanks to the 12 million iPods
Apple has sold. Podcasts can be easily created with the GarageBand software that
comes with every Mac, which means that they are often as niche as a blog. But
more sophisticated companies are developing broadcast-quality programs on
specialized topics, while others are sponsoring programs with wide appeal, much
like the soap opera sponsorships during radio's heyday and the earliest days of
TV. A few even have advertising, comparable to 30-second radio commercials,
usually at the beginning and end of the podcast.
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