It used to be called "getting ink."  Now, with so much communication going on online and so many purchasing decisions being heavily influenced by online research by consumers — rapid response to discussion on the internet regarding your company, competitors and market opportunities is vital.

Whether you’ve hired a marketing professional outside your firm or have an in-house marketing department, RSS marketing is a key way to maximize efficiency, speed and transparency in your online communication efforts.

A growing number of companies have become virtual case studies of the importance of blogging for participating in discussions concerning your company.

Kryptonite locks, Nokia phones and Dell computers are the three most infamous examples of damage control opportunities lost or gained by varying levels of engagement in the blogosphere.  These companies and many others have failed or succeeded in stepping up to respond to online discussion of their products by setting up blogs themselves.

But the untold part of these stories goes beyond simply having a dynamic public communication via a market-facing company blog.

RSS technology enables near instant notification of any mention of your company in online news and the blogosphere.  A growing number of search engines now automatically publish search results in subscribable RSS format.  This means that rather than searching for your company, competitor, Requests for Bids or other key online content at arbitrary times when you decide to perform a given search - you can subscribe to key searches once and automatically receive any new results as they become visible to any of a number of search engines.

Responding to such online opportunities at all is actually the second step in a quality marketing effort.  Setting up the infrastructure to automate your awareness of said opportunities is the first.  The best way to do this is through search and RSS.  Your most valued briefing channel may well be made up of just this kind of content.  With Blogsites from RSSApplied you can be better equipped than you had ever imagined to invest less time in online research but get better, faster results.