|
By David Erickson
With RSS still in its early stages, most current operating systems and browsers are not equipped to read or translate the RSS feed and podcast. Tech-savvy browsers like Opera and Firefox currently have some RSS functionality. Microsoft has also announced that complete RSS reading features will be built into both Internet Explorer 7 and their upcoming Windows Vista. Unfortunately, until these products are available, RSS and podcast clients must use readers or aggregators to view their feeds. There are several types of readers available, both free and paid, and online or downloadable. While readers just show the current RSS feed being viewed, aggregators combine all of the feeds that the user subscribes to and puts them into one place. This allows the user to visit one place for all of their content needs.
Ironically, many SMBs are using a form of RSS without even realizing it. RSS technology is used in personalized home pages like My Yahoo! and My MSN. The most popular reader for podcasts at the moment is the Apple iTunes program. iTunes allows users to access a podcast library and subscribe to a number of “radio shows” via podcast. It also allows podcast creators to submit their programming for inclusion in the iTunes library. However, iTunes can be limited in its applications within the workplace since it offers compatibility with only the Apple iPod and ignores all other MP3 players on the market. With that in mind, users can still find alternative podcasts on individual Web sites around the world.
Podcasting and Competitive Advantage
As a an emerging mode of communications, podcasting has the potential to create a unique opportunity for SMBs to gain a competitive advantage, grow their business, as well as contribute to bottom line profitability.
Podcasting allows SMBs to improve both internal and external communications, delivering targeted content to employees, customers and prospects. Podcasting has the potential to become a valuable part of the marketing mix. It allows these organizations to transition their Web sites from traditional support vehicles to dynamic, multimedia marketing and sales channels. Contrary to ineffective and intrusive e-mail-push marketing methods, such as “spam,” podcasting empowers these customers to decide what programs they want to hear and subscribe to the desired feeds – typically the free ones. Plus, podcasting allows customization of information based on content-specific interest.
Through podcasting, audio files such as teleconference calls, audio newsletters, new product information and shareholder meetings can be placed directly onto PCs, iPods, MP3 players or other portable media devices. Therefore, podcasts give SMBs the flexibility to learn about products during a time that is convenient— during the workday commute, at lunch or at the gym. The portability factor makes podcasts an attractive communication medium since today’s consumers are tech-savvy and utilize or own some form of PDA device.
|
