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Advice You - Analyzing the New Yahoo! RSS Report for Marketers
We were waiting for something like this to happen for a long time. Yahoo!, one of the key providers of mass-market RSS aggregators, finally took a step forward and published their RSS whitepaper, covering their own findings with RSS, based on their usage data.
1. YAHOO!'S KEY FINDINGS
Let's first take a look at Yahoo! key findings and
1. YAHOO!'S KEY FINDINGS
Let's first take a look at Yahoo! key findings and
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
what they mean for marketers.
a] Awareness of RSS is quite low among Internet users. 12% of users are aware of RSS, and 4% have knowingly used RSS.
Although RSS awareness is increasing, only few internet users yet understand what RSS is and how to use it.
For marketers, this means that simply placing an RSS button on their site it n
a] Awareness of RSS is quite low among Internet users. 12% of users are aware of RSS, and 4% have knowingly used RSS.
Although RSS awareness is increasing, only few internet users yet understand what RSS is and how to use it.
For marketers, this means that simply placing an RSS button on their site it n
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ot nearly enough, with the report finally demonstrating that marketers needs to use clear and persuasive copy to get their visitors interested in RSS, explain RSS to them and get them to subscribe to their feeds.
In addition it also shows that marketers need to make sure they are using "user-friendly" buttons to generate subscribers, s
In addition it also shows that marketers need to make sure they are using "user-friendly" buttons to generate subscribers, s
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ch as "Add to MyYahoo!", which consumers do understand.
b] 27% of Internet users consume RSS syndicated content on personalized start pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the enabling technology.
This finding only underlines the above suggestions.
Stop touting your RSS feeds only using an RSS button, but rather
b] 27% of Internet users consume RSS syndicated content on personalized start pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the enabling technology.
This finding only underlines the above suggestions.
Stop touting your RSS feeds only using an RSS button, but rather
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
aim for a "subscribe feature" and then explain to the visitor how to use it.
Strong copy has never been so important.
c] 28% of Internet users are aware of podcasting, but only 2% currently subscribe to podcasts.
Goes to show that podcasting still has a long way to go and can right now function only as a supplement to your existing
Strong copy has never been so important.
c] 28% of Internet users are aware of podcasting, but only 2% currently subscribe to podcasts.
Goes to show that podcasting still has a long way to go and can right now function only as a supplement to your existing
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
marketing activities.
It might also give an indication that audio is not the most appropriate format for much online content.
d] Even tech-savvy "Aware RSS Users" prefer to access RSS feeds via user-friendly, browser-based experiences (e.g., My Yahoo!, Firefox, My MSN).
e] My Yahoo! has the highest awareness and use of any RSS-enable
It might also give an indication that audio is not the most appropriate format for much online content.
d] Even tech-savvy "Aware RSS Users" prefer to access RSS feeds via user-friendly, browser-based experiences (e.g., My Yahoo!, Firefox, My MSN).
e] My Yahoo! has the highest awareness and use of any RSS-enable
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
product.
Both of the findings above, although indicating that these are the results Yahoo! would want to publish, show that having browser-based RSS reader subscribe buttons is a must.
It also shows that the market is ready for the soon-coming IE and Outlook integrated RSS features, which should really boost RSS usage among consumers
Both of the findings above, although indicating that these are the results Yahoo! would want to publish, show that having browser-based RSS reader subscribe buttons is a must.
It also shows that the market is ready for the soon-coming IE and Outlook integrated RSS features, which should really boost RSS usage among consumers
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
online.
Now, let's take a deeper look at the report ...
2. "UNAWARE RSS USERS" VS "AWARE RSS USERS"
The whitepaper makes a strong distinction between "Unaware RSS Users" and "Aware RSS Users", positioning the "Unaware" batch as the mainstream Internet population.
This makes it absolutely clear that B2C marketers, targeting consumer
Now, let's take a deeper look at the report ...
2. "UNAWARE RSS USERS" VS "AWARE RSS USERS"
The whitepaper makes a strong distinction between "Unaware RSS Users" and "Aware RSS Users", positioning the "Unaware" batch as the mainstream Internet population.
This makes it absolutely clear that B2C marketers, targeting consumer
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
s, should take special care to promote their feeds using "friendly" subscribe buttons.
On the other hand, if targeting a more tech-savvy audience, going the way of "RSS" and more complex RSS reading tools might be a better choice. This might also prove more effective for targeting executives and other corporate target audiences that mi
On the other hand, if targeting a more tech-savvy audience, going the way of "RSS" and more complex RSS reading tools might be a better choice. This might also prove more effective for targeting executives and other corporate target audiences that mi
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ht be using an enterprise-wide RSS solution, such as NewsGator.
3. CONSUMPTION LEVELS
The whitepaper says that on the average "Aware RSS Users" subscribe to 6.6 feeds.
The consequences of this are not as simple as they might seem. Even "RSS Aware" users do not subscribe to "just anything" and seems they only subscribe or keep being s
3. CONSUMPTION LEVELS
The whitepaper says that on the average "Aware RSS Users" subscribe to 6.6 feeds.
The consequences of this are not as simple as they might seem. Even "RSS Aware" users do not subscribe to "just anything" and seems they only subscribe or keep being s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ubscribed to the content of highest relevance to them.
The message for marketers is to become even more relevant and more focused on providing real value for their target audiences.
RSS does not mean that end-users will start consuming that much more online content, but simply that their primary consumption channel will change. It's u
The message for marketers is to become even more relevant and more focused on providing real value for their target audiences.
RSS does not mean that end-users will start consuming that much more online content, but simply that their primary consumption channel will change. It's u
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
p to you to make place for yourself in this consumption channel, but you can only do so if you become one of the key targeted content providers for your market and can deliver consistently high-quality content.
4. TYPES OF RSS CONTENT CONSUMED
Even in the world of RSS, mainstream media rules, with World news and National news both lea
4. TYPES OF RSS CONTENT CONSUMED
Even in the world of RSS, mainstream media rules, with World news and National news both lea
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ing the pack at 52% and followed by Entertainment at 34% and Weather ad 31%.
If we take a look at what lies beneath this we can see that end-users still see RSS as a news consumption tool and a tool to receive time-sensitive updates, such as weather info.
The interesting part is that blogs achieve only 23% and although they are gainin
If we take a look at what lies beneath this we can see that end-users still see RSS as a news consumption tool and a tool to receive time-sensitive updates, such as weather info.
The interesting part is that blogs achieve only 23% and although they are gainin
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
g quickly are still not part of the mainstream.
Whichever way you look at this, the real long tail is still far from fruition.
There are two are interesting categories listed in the report: investment/financial info/banking at 13% and Shopping/online commerce at 10%.
The popularity of these two shows that RSS in fact is appropriate f
Whichever way you look at this, the real long tail is still far from fruition.
There are two are interesting categories listed in the report: investment/financial info/banking at 13% and Shopping/online commerce at 10%.
The popularity of these two shows that RSS in fact is appropriate f
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
or delivering business info and that RSS can be used for e-commerce. A strong case in point urging e-retailers to start providing RSS feeds.
5. WHY END-USERS USE RSS
"RSS Aware" end-users subscribe to feed because of "ease" or "convenience", followed by being able to choose what they read.
To marketers, these three should be the foun
5. WHY END-USERS USE RSS
"RSS Aware" end-users subscribe to feed because of "ease" or "convenience", followed by being able to choose what they read.
To marketers, these three should be the foun
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ing stones of how to get their visitors to adopt RSS.
6. THE FAMOUS ORANGE BUTTON
Marketers, pay attentin to this.
Only 4% of total RSS end-users actually use the orange XML button, and only 38% of RSS aware users use it.
It seems the orange button isn't dead ... it was never alive.
Let's move on and replace it with something more
6. THE FAMOUS ORANGE BUTTON
Marketers, pay attentin to this.
Only 4% of total RSS end-users actually use the orange XML button, and only 38% of RSS aware users use it.
It seems the orange button isn't dead ... it was never alive.
Let's move on and replace it with something more
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
user-friendly.
And BTW --- 22% of the people that clicked on the button don't even know what action they took after clicking the button and 26% left the site. Goes to show the RSS button is only losing us subscribers.
7. HOW USERS FIND THEIR FEEDS
50% use the defaults available in the RSS reader and only 13% use the search engines to
And BTW --- 22% of the people that clicked on the button don't even know what action they took after clicking the button and 26% left the site. Goes to show the RSS button is only losing us subscribers.
7. HOW USERS FIND THEIR FEEDS
50% use the defaults available in the RSS reader and only 13% use the search engines to
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
find them.
Yes, it's cruical to be in the RSS feed search engines, but it would be even better if you could move your way to the default seetings. And by all means, actively promote the feeds on your site as end-users, according to the report, actively tend to subscribe to the feeds on the sites they find interesting.
8. CONCLUSION
Yes, it's cruical to be in the RSS feed search engines, but it would be even better if you could move your way to the default seetings. And by all means, actively promote the feeds on your site as end-users, according to the report, actively tend to subscribe to the feeds on the sites they find interesting.
8. CONCLUSION
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
o conclude this, here's a direct quote from the report, saying exactly what I've been trying to get through for a couple of months:
"To position RSS among mainstream Internet users, it is essential to effectively communicate the benefits of RSS (ease, convenience, access to information of interest). Internet users do not understand how
"To position RSS among mainstream Internet users, it is essential to effectively communicate the benefits of RSS (ease, convenience, access to information of interest). Internet users do not understand how
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
to use the XML button, how to actively seek out RSS feeds, or even what the term RSS means. Instead, they need a simple interface where they can choose the information and content that interests them. This is where personalized start pages and browser-based experiences can help move RSS into the mainstream."
Copyright 2005 Rok Hrastni
Copyright 2005 Rok Hrastni
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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