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Thursday, June 19, 2003

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SEM (Search Engine Marketing) Cuts Into Yellow Page Advertising
SEM Cuts Into Yellow Page Advertising.

Will Search Marketing Cut into Yellow Page Ad Spend?

The old standby, Yellow Pages, is beginning to take a beating from search engines as more and more marketers realize the benefits of search engine marketing and shift more dollars into it.

A recent seurvey of small and medium sized businesses by the Kelsey Group and OneStat show 43% use web site marketing and 17% use search engine marketing. Most (77%) small businesses still use the Yellow Pages but indicate that more marketing dollars are likely to shift to the web. [MarketingFix]

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Simple Guide to the A-List Bloggers
The "Simple Guide to the A-List Bloggers" is, um, piercing. [Dan Gillmor's eJournal]

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Youth Prefer Texting to Voice Calls
Youth Prefer Texting to Voice Calls.

BBC reports the results of a new survey — if you are under 25 in the UK, you probably prefer sending SMS messages over making voice calls. If you are over 55, your preference is reversed. Worldwide, I am sensing generational-specific preferences in regard to the always-on, always-connected lifestyle. [Smart Mobs]

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Is RSS The Savior of Email Marketing?

Derek Scruggs at Escalan writes about the value of RSS in email marketing's future. {Escalan]

I believe that RSS will largely replace B2B email newsletters within the next three years. Here are a few exerpts from Derek's newsletter.

RSS may just be the savior of email marketing.

RSS is an acronym for Rich Site Summary. Or that's what it originally stood for. Now it's more commonly understood to mean Really Simple Syndication.

In a nutshell, RSS is just an XML format optimized for syndication. To see what one looks like, click here.

Once you subscribe to RSS files (which are commonly called "feeds" or "channels"), the aggregator periodically checks the feed to see if any new posts have been added.

The great thing about this is that you can subscribe to dozens - even hundreds - of feeds, and be notified whenever something new is posted. That way you don't have to surf the web looking for updates - the aggregator brings them to you.

You can read feeds just like you read email.  Sure looks a lot like email, no? A LOT like email.

And if it looks like email, walks like email, feels like email and quacks like email, it must be email. Or email-ish enough for email marketing.

EXCEPT... (this is the really cool part) ...it never goes through a mail server, which means ISPs will never have a reason to block you.

AND... (okay, now *this* is the really, really cool part)

...it is impossible for a subscriber to receive a feed without explicitly subscribing to it. In other words, there is no such thing as "unsolicited commercial RSS" like there is unsolicited commercial email.

In addition to removing the spam headache from the equation, this also greatly simplifies the subscription process. No longer do users have to submit an email address (and confirm it if you use confirmed opt-in). They just right-click, subscribe, and that's that.

<read full article


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