Weblogs and Podcasting in the Marketing Mix
It is rare that such a speedy development could have been watched as it happens now for Podcasting. But for this there are some good reasons. Weblogs have become an established Publishing Tool with millions of users and readers. Furthermore users are able now to handle multimedia applications and do own computers and mobile music players. But the up to date hype should not be reasoned by the users, which rather do not have expert skills in marketing, but by the industry following those millions of users. Also investors again are very active in the reach of weblogs and IT at all.
Studies state that about the half of mobile music player owners already has downloaded a podcast. By those preconditions the way for commercialization is free. But, too, it seems to be necessary to do so, because the industry needs the users to become offered industrial products. This probably is not without conflicts, because users might have their reasons to go to those new independant media channels.
Advantages and disadvantages now opposite to the in common low costs for distribution at the internet now rely again in the quality of produced media. The quality of course is better with the better but costly equipment. But, quality does also has its costs and it seems that for now a reliable business model does not exist. Whereas there already is the option to include adverts at podcasts the option of paid services is discussed again. Weblog comments on the latter option sometimes are humourious and users now are offered software for a more professional production of podcasts.
RSS Newsfeeds in the Marketing Mix
The RSS Data Format, compared to the Hype of Podcasting, does exist for a far longer time. It is popular now, but it seems that it does not have the same broad acceptance like weblogs. By this one might describe weblogs as medium for the masses and RSS Newsfeeds, as long as those do not become integrated in a website, as a medium for niches. Opposite to this big portals now are offering the opportunity to integrate RSS News in personalized news pages. By this and with the opportunity to reach a broader audience also big players do start RSS Activities. Furthermore niches of course not neccessarily are less important.
RSS is build by the data format XML, which gives some interesting possibilities. Interested users may receive RSS Newsfeeds by subscription. Furthermore XML offers the opportunity to integrate Newsfeeds and their content into websites. Meanwhile there is a good range of newsfeed search engines and for those, too, do exist submission tools.
Up to Date Articles and Studies on Podcasting and RSS are to be found at the May Revision of FOLDEN and later on at the Internet Trends Archive. FOLDEN is a monthly updated Directory on E-Marketing and iMedia with two News Rubrics and a free Newsletter.
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Frank Brauer
Consultant