Max Adler - Webdesigner und Online-Marketer aus Salzhemmendorf / Hameln
Hauptmenü
- Max Adler Biografie
- Webdesign Umfrage
- Fachartikel
- Fachartikel Übersicht
- Online Marketing tools
- Dissertation about Online Marketing Tools - Content
- Abstract
- List of abbreviations
- 1. Introduction
- 2. Online Marketing
- 2.1 Definition
- 2.2 Objectives
- 2.3 Marketing Strategies
- 2.3.1 Structure of a Marketing Strategy
- 2.3.2 Push Strategy vs. Pull Strategy
- 2.4 Instrumental view of online marketing
- 2.4.1 Product policy
- 2.4.2 Price policy
- 2.4.3 Distribution policy
- 2.4.4 Communications policy
- 2.5 Advertising on the internet
- 2.6 Ten rules for a successful online marketing
- 2.7 Internet Project Management
- 3. Methology - Online Marketing Tools
- 4. Online Marketing Tools
- 4. Online Marketing Tools
- 4.1.1 Web sites & Usability - Functionality
- 4.1.2 Web sites & Usability - Design
- 4.2.1 Email Marketing - Email
- 4.2.2 Email Marketing - RSS-Feeds
- 4.3.1 Search Engine Marketing (SEM) - Introduction
- 4.3.2.1 Search Engine Advertising (SEA) - Overview about SEA
- 4.3.2.2 Planning a SEA campaign
- 4.3.2.3 SEA Products
- 4.3.2.4 Disadvantages of SEA
- 4.3.3.1 Search Engine Optimisation (SEO) - Introduction
- 4.3.3.2 SEO - Search engine algorithm
- 4.3.3.3 SEO - On-page optimisation
- 4.3.3.4 SEO - Off-page optimisation
- 4.3.3.5 SEO- Negative SEO drivers
- 4.4 Other Online Marketing Tools
- 4.4.1 Banner and Pop ups
- 4.4.2 Link Exchange
- 4.4.3 Social Marketing
- 4.4.4 Affiliate Marketing
- 4.4.5 Blogs
- 4.5.1 Web Controlling - Definition
- 4.5.2 Web Controlling - Key figures
- 4.5.3 Web Controlling - Methods
- 4.5.4 Web Controlling Software
- 5. Conclusion
- Reference List
- Bibliography
- Appendices
- Myths in Project Management
- Google's main brands in a McKinsey / GE Matrix
- A structural analysis of the German Web Design industry
- Pagerank Sculpting
- Online-Marketing in Eventagenturen
- Rezensionen
- Impressum
- Adler - Webprofis
4.2.2 Email Marketing - RSS-Feeds - Online Marketing Tools
Fachartikel > Online Marketing tools > 4. Online Marketing Tools
4.2.2 RSS-Feeds
To avoid the above named problems there is a new format since 2000, the so-called RSS-Feed. Depending on the version the abbreviation RSS stands for Rich Site Summary or Really Simple Syndication. It was created to give further information about a web page, especially if there are actualisations.
The RSS-Feed is a XML-Page which is integrated in a web site. This page does not contain any graphics but only text. A user can click on the RSS Button which is seen in browser line to reach the XML-page. On this page he sees actual news and changes of the web page and he gets the chance to subscribe. A feed reader is now required for getting automatic updates of this page, for example Outlook, Google or Yahoo offer those (Hauser et al., 2008, p.368-370).
The main characteristic is that a RSS-Feed is anonymous. This lowers the inhibition level for users to subscribe. Nowadays a newsletter has become unpopular because of many spammers. People fear getting unwelcome emails. The advantage of the RSS-Feed is that the user has 100% control. He can subscribe and unsubscribe whenever he wants to. A company increases its trust but loses control. It has no chance to control or view the number of subscribers. The only way of control is to supervise the traffic on the XML page and to put a link into the RSS message which goes to a special landing page. This makes the RSS Feed to a good tool to inform and to increase trust, but is it difficult to measure.