Blog marketing campaign strategies can never be set in stone. They utilize a constantly changing technology that is always mutating into more effective ways for the advertiser to get more bang for their advertising buck. With that in mind, companies will want to keep an eye on television advertising strategy aimed at regaining and retaining the advertising dollar that they have lost to the internet.

‘Addressable Advertising’

A recent article suggests that advertisers are adapting advertising techniques that will produce the select, targeted results that RSS publishing and blog marketing presently achieve.

“Some of the most well-known cable operators and telephone companies have been modifying their networks in ways that could give them the capability to deliver TV content, including advertising, to very small groups of users within a larger demographic region, or small groups of users with common interests within a market or system. This phenomenon of delivering promotions to small groups of individuals, called addressable advertising, may have the same potential as a change agent that the Internet once did.
[..]
The premium paid for an addressable ad is justified by the increased likelihood of reaching an audience that is interested in the product or service. The ability to tailor ads can allow even small businesses such as local retailers, or sellers of specialized, low-volume goods such as tractors, yachts or private jets to find relevant audiences on television.
(Source)

The Value of RSS Publishing

That is what is so appealing about RSS publishing, it also is “addressable advertising.” Moreover, the readers/customers that have subscribed to your feed are already an indication of a conversion process that takes them much closer to a purchase than a TV ad will place them;from your feed, to your site, to your shopping cart.

And while the addressable advertising might be worth the “premium paid”, the cost of RSS publishing is negligible, while performing the same, i.e.,”ability to tailor ads” and “reaching an audience that is interested in the product or service.”

As the technology evolves and the legacy media attempts to catch up, advertising campaigns will continue to be a combination of old media and new. But television and radio still have to drive the customer to either a physical address or an internet address. If it’s me, I want my consumers landing on my site where they are even closer to a purchase than driving to the address of my land based store.

Tags: advertising_techniques, Blog Marketing, conversion, marketing_campaign, RSS-publishing, television_advertising, website-copnversion

This entry was posted on Wednesday, July 4th, 2007 at 10:47 am and is filed under Blog Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.