Holland: Blogs, RSS Feeds Are Out; Podcasting, Video Streaming Are In

Share this article:

WALTHAM, MA -- Blogs and RSS feeds may be more hype than reality, while podcasting and video streaming could be good bets for business-to-business direct marketers, according to Anne Holland, president of MarketingSherpa.

Ms. Holland was evaluating the latest new technologies for attendees during yesterday's opening keynote presentation at the New England Direct Marketing Association's annual conference at Bentley College.

According to research, less than 10 percent of IT professionals read blogs regularly while over 50 percent of journalists are avid blog watchers. In other words, there's a lot of hype about blogs and marketers should survey their end users to find out if they're using blogs before investing.

Similarly, RSS feeds have become an object of a lot of attention, yet research indicates the vast majority of people don't know when they are reading an RSS feed. Instead, they often think they are reading content generated by Yahoo News. Ms. Holland's advice is for companies to work their brand name into headlines if they must do RSS feeds.

Podcasting, on the other hand, offers a unique opportunity for BTB marketers because not a lot of companies are involved in it yet. Management consulting firm BearingPoint, for example, used a podcast to advertise the availability of a white paper and generated several hundred qualified leads, Ms. Holland said.

Streaming video is another opportunity, now that the technology has become relatively inexpensive. The video image should only take up a portion of a Web site page and Ms. Holland recommended using real people instead of paid spokespeople in the spots. One company actually mailed video cameras to customers and asked them to mail back testimonials that it then put up on its Web site. These "converted like crazy," Ms. Holland said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.