Wednesday, September 28, 2005

Syndicating Balls with RSS

Doc Searls has another pithy posting for marketers who are looking for a rationale to use RSS as a medium.

Titleist, a company that makes golf balls, clubs and accessories, now has RSS feeds. Really smart. Golf is a conversation, and if you make golf balls, you want to be part of the golf conversation.

The golf part of RSS is largely a void in 2005, so if you're Titleist, why not move to fill it? It's cheap. An example of RSS-as-advertising; much more powerful than advertising-in-RSS.
Why pay someone else to hitch a ride in a conversation, when you can host it yourself? Much more cost-effective, and appreciated by customers.

People don't like intrusive marketing as much as they like finding commercial information they're looking for.


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