JupiterResearch in a report called "RSS Comes of Age: Budgeting, Deploying, and Measuring RSS," found that only around 30% of companies with more than $50 million in yearly revenue published content via RSS technology or Really Simple Syndication.
Of those that are using it almost 50% spend $250,000 or more to put the system into action and manage it. They also uncovered that at this level of spending, it isn't consistent with the slow rate of use.
Greg Dowling, senior analyst at JupiterResearch said "Despite low perceived adoption rates and definitive measurement standards, site operators are increasing spending on RSS deployments,in order to maximize their investment in RSS, site operators should leverage emerging tools and technologies specifically tailored to RSS."
The positive side is that those that do use RSS feeds for online consumption are heavy users of online media. They are a worthwhile audience to market to.
One great thing about it is that you can customize your RSS feeds to fit individual users via RSS (IRSS) or use more traditional broadcast feeds. IRSS are more customer-focused and made in a way that is similar to targeted e-mail campaigns, which includes the ability to measure your results accurately.
David Schatsky, president of JupiterKagan added "The primary challenge to greater adoption is a lack of experience with RSS and resources to deploy it, however, recent offerings from e-mail service providers and RSS service providers are lowering the barrier for feed management, deployment and measurement."
Using RSS feeds is definitely a growing marketing tool. This is one of those things that I would consider for any online business, but it must be looked at as a long-term strategy as people are adopting it slowly.
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