RSS Vs. Direct-To-Desktop Publishing - It's No Contest!
Permenant Link To: RSS Vs. Direct-To-Desktop Publishing - It's No Contest!
What's the answer to the decline in email's effectiveness as a marketing tool?
Well, as we begin peeking out of the era when email was king, there are several concepts that seem to be emerging and gaining some strength. As a result, there seems to be a war brewing as to what's the perfect solution. To me, it's a no-contest fight, and in a minute I'm going to explain who I see as the hands-down winner, and why.
First off, who are the main players?
- RSS - You've heard me talk a lot about RSS here, but in case you need a refresher of what RSS is, and what you can do with it, here's a link to .
- Direct-to-Desktop Publishers - The idea behind this concept is that a publisher provides you a special application you download and install. Once installed, the app sits in your computer's taskbar. When the publisher decides they want to get a message out to you, they send it, and the app in your taskbar notifies you about the message. In other words, to receive my direct-to-desktop content, you need to download my direct-to-desktop app.
While some direct-to-desktop apps allow you to receive content from more than one source, there are any number of different, incompatible, direct-to-desktop systems, meaning that one publisher's system may not be compatible with another's.
Direct-to-desktop advocates tout that this system is the best replacement for email because you get direct access to the user's desktop. They say that as more people begin offering RSS feeds, getting your feed noticed in a newsreader will be very difficult. They say that using a direct-to-desktop system allows your message to stand out more (it's not competing for eyeballs as an RSS feed might).
On the surface, these may seem like great benefits, but a closer examination, along with a look at RSS's many benefits show that these direct-to-desktop systems don't stand a fighting chance against RSS (have you figured out who I choose as the winner?).
Proprietary vs. Universal
Direct-to-desktop systems are proprietary. This means that if you chose to use one of these systems to get your message out, it may not be compatible with a system someone else uses. In other words, if there are 10 publishers whose content I enjoy, and each uses a different direct-to-desktop system, that means I'll have to download 10 individual apps just to receive their content. Don't count on it!
I already have enough going on in my taskbar to want to do something unrealistic like that. It really isn't practical to expect anyone to do that.
RSS is universal. My RSS feed works the same as Yahoo's, or Amazon's or USA Today's. A single RSS newsreader is all that's need to receive great content from tons of sources around the Web.
Getting Eyeballs
Want to know what the secret to getting eyeballs for your message? It has nothing to do with somehow separating your message from other peoples' messages using a direct-to-desktop gizmo.
To get eyeballs, you need to provide GREAT content.
Think of it this way. If I was able to get my message in front of every computer on the planet using some special delivery mechanism, but I delivered nothing but SPAM, would people receiving it think, 'man, the content is crap, but this delivery system really made me notice it, I think I'll stay subscribed.' Don't count on it!
It's not the mechanism that gives you good, consistent exposure, it's your ability to provide useful, valuable content. If you provide valuable content, people will be anticipation of it. It'll stand out to them simply by means of the value they place on it.
Linkability
RSS content, generated using a blog, can be linked to. I don't know of a direct-to-desktop system that has that capability. Content that can be linked to, by default, drives people to your site. I'd say that's a pretty valuable benefit to have.
Searchability
Once again, when a blog is used to generate the RSS feed, the content of the blog (thus the feed) is searchable from the major search engines. This, again, is a big plus for driving traffic to your site, and is not something that can be accomplished using any direct-to-desktop system I've seen.
Search Engine Loving
This kind of goes hand-in-hand with the last point. Because RSS/blog content exists online, search engines can index it, and they typically give great rankings to RSS/blog content that is focused and frequently updated. This = more traffic!
Innovation
RSS has a growing, worldwide momentum. Worldwide momentum typically means that useful innovations by the truckloads are going to start popping up. Most direct-to-desktop systems, while ingenious, are typically the handiwork of one or two developers. The resources available for improving and innovating with RSS are incomparable.
Isn't the choice clear? When it comes to a publishing mechanism that can take up where email is leaving off, RSS wins by a landslide!
If you'd like to learn more about RSS, and how it's going to revolutionize your online experience, be sure to visit.
On 11:11 PM, 
Joe Halbrook said:
Derek,
I am the developer of EZ-Feeds, a direct-to-desktop email-to-feed conversion and notification service. http://www.ez-feeds.comWith my service, ANY legitimate email publisher can publish email publications direct to the desktop via the free IE toolbar (small download) or Windows tray application.
The service provides an automatic link archive to all items sent by any publisher who uses the service. The email publisher maintains control of all content, and the service works great for email autoresponders.
The best part is that, FINALLY, email can be received without the fear of spam - since spammers can not violate the permission granted by subscribers, since the SMTP protocol is removed from the delivery process.
EZ-Feeds allows existing email publishers to capture open-rate stats on both HTML and plain-text publications, providing all the standard metrics. And email publishers don't have to learn XML or use special software to publish. They simply open an account, follow the first-time instructions that take only minutes, and then publish the way they always have - using email.
http://www.ez-feeds.com
On 9:41 AM, Derek said:
Hey Joe,
I always dig a person who rises to the challenge of solving other peoples challenges.
You're a doer, and kudos to you! :)
I understand some of the challenges you mention about people with email lists not wanting to learn a new technology just to offer RSS content. They don't have to! As a matter of fact, you've inspired a topic for my blog today (11-30-04) about how to turn your email newsletter into an RSS feed in 3 steps, or less.
I must stand behind my arguments that RSS as a superior content delivery system. In addition to the benefits I mentioned in this post, there are about a dozen more I can think of.
The biggest challenges I have with most direct-to-desktop systems are:
1. They're proprietary - so one system is not compatible with another. History has shown that compatiblity, especially with online technologies, is a critcal ingredient for success
2. They require me to add something to my browser toolbar or taskbar. For me, I already have enough toolbars and taskbar apps. If I add another toolbar, my browser window will be about the size of a stick of gum, and if I have to add 5 more toolbars to get information from publishers with incompatible systems, I'll have no browser window at all!
3. They lack the speed of innovation that's going on in the realm of RSS. An untold number of some of the brightest minds on the planet are working on ways of making RSS more useful and powerful. That makes it a technology worth investing in, for so many reasons
4. Niche adoption vs. universal adoption. I want to use a system that my end-user is going to be familiar and comfortable with. I suspect that most publishers that use a D2D system will have readers using it, but I can't imagine seeing an adoption on a large scale. RSS, on the other hand, is being adopted by Yahoo, MSN, eBay, Amazon, and Cnet, just to name a very, very few. With the big dogs using it and promoting it, the general public are going to become more aware of it and begin adopting it much more quickly. This means that when they see my RSS feed/content, they'll immediately understand what it is, and how they can begin using it. That's the type of user experience I want.
If you have any additional opposing viewpoints, please share them. Hopefully, we'll get a few more voices to chime in.
Best success to you,
Derek
On 10:55 AM, Joe Halbrook said:
Hi Derek,
I agree about the delivery of direct-to-desktop messages in relation to it's adoption. But, try this out: What would happen if Google embraced the d-t-d technology with their toolbar? I believe the adoption would be overwhelming, considering the Google toolbar's install base.
Also, one other point I failed to mention is the formatting of RSS feeds. Today, with the plethora of feed aggregator and readers in place (and no doubt more to come in the future), will the format be consistent with any measure of success? Using email it is, especially with plain-text messages that are predominantly used.
Best of success, Derek. I look forward to other comments in this area.
Joe Halbrook
EZ-Feeds Direct-to-Desktop Publishing
On 2:51 PM, Derek said:
Hey Joe,
Nice discussion. :)
When it comes to delivery, RSS content can be read in a newsreader, a cellphone, a PDA, in an IM application, or even reused by other Websites. That's too universal of a system for anyone to ignore, even Google. With RSS, there's really no limitation to where or how your content is delivered - one piece of content can be delivered a dozen different ways. That's what makes it so awesome!
As for changing specifications, it's bound to happen, but I don't think end-users will have to sweat anything. There are numerous RSS versions right now, but most people reading RSS content have no idea. Most RSS newsreaders know what to do without any interaction from the user.
Best success,
Derek
On 5:51 PM, Cash Savvy said:
Derek - Great Job!
I personally met Joel Christopher at Michael Penland's JV Super Confrence in Orlando recently. I believe you found an exceptional person to JV with...
I have some 6 figure questions about RSS Publishing -
1. I use Blogger
2. I own many domains.
3. I use a MAC for my writing.
4. I wish to publish my own RSS feeds off my website.
5. I would like to convert Blogger's Atom Feeds to RSS for My Domains as well.
Which MAC based RSS Publisher is best for Pro Level work?
What are the best RSS SEO related approaches for Marketing?
In other words WAY past RSS Equalizer, RSS Express etc...? How about a Joint Venture on a Pro Version of RSS Domination that takes the Professional Internet Marketing Master where no one has treaded before?
(3nd Generation?) The Cash Savvy Marketers are STARVING for an Advantage...
Thanks -
Glen Stewart
http://www.CashSavvyMarketing.com
On 2:25 PM, Derek said:
Hey Glen,
I'm looking forward to working with Joel on many projects. He's a great partner!
As for your 6-figure questions, I'm actually working on a power-publisher's edition of RSS Domination. Its goal will be to answer most of the questions you posed, and much more. :)
This past weekend I gave a live presentation on the content of this upcoming ebook, and people in the room were floored. I don't know know if was my presentation, or the realization of what they could do with this powerful new technology! :)
Best,
Derek
On 1:11 PM, John said:
Derek,
I respectfully contend that your whole arguemnt is based on a misunderstanding of the term direct-to-desktop marketing. I usggest you and your readers read my review of your arguemnt here: http://www.quikonnex.com/channel/item/9545
I have bben doing RSS based publlishing for over a year and have been calling it direc-to-desktop publishing for tht long. Direct-to-desktop publishing has been one of the keywords I target with my newsletter for over a year now. So I think there is some merit to my argument that your distinction is a fallacious.
On 1:18 PM, John said:
I apologizw to all for the porr last sentnece. A word got left off. It should end with your distinction is a fallacious one." I have cataracts and sometimes I miss errors in small type like in Blogger's comments.
Alao here is a clickable link to my article: http://www.quikonnex.com/channel/item/9545Thanks.
John Botscharow
On 2:26 PM, Derek said:
Hey John,
Thanks for speaking up! :)
I think our differences of opinion largely stem from the definition of 'direct-to-desktop'.
I'm a simple guy, so splitting hairs is not my cup of tea.
For me, any tool used to track and read multiple RSS feeds is what I call a 'newsreader' or 'aggregator'. I don't have any other names for it, as I think those are universally accepted.
A direct-to-desktop tool (in my opinion, once again, not splitting hairs) is any tool that becomes a toolbar or sits in my taskbar that is a proprietry way of delivering info. By proprietary, I mean I that it is unable to track any and all RSS feeds I may want to subscribe to (it's limited to what content it can use).
The bottom-line for my argument is that universatility is the best solution, hands-down. Universal format, universal subscription process, universal delivery that anyone's content can be plugged into. RSS + Newsreader is this combo.
If you have a different name for newsreaders, that's fine.
I just don't want to have to download your tool to read your content, download Joe's tool to read his content, download Bob's tool to read his conent, and so on.
I can't imagine ANYONE wants to do this.
I want a universal tool to read anyone's content, which is what 'true' RSS newsreaders do now, and will only get better at doing in the near future.
Derek
On 8:34 PM, Phillip said:
Hi Derek,
Would you define "toolbar" & "taskbar" as you use it here ... please?
I'm not so sure a universal aggregator would be possible.
I DO understand your point of having to download an aggregator for each desirable content you wish to read.
Phillip
On 11:54 AM, Derek said:
Hey Phillip,
In this context, I consider a toolbar as a gizmo you download and install that appears at the top of your browser interface.
A taskbar gizmo is something you download and sits in your Windows taskbar at the bottom of the screen. When new content is available, a window appears by the taskbar to notify you of it.
Don't get me wrong, I use toolbars (like the Google toolbar) and I have several programs running in my taskbar, but to expect me to download *multiple*, proprietary toolbars or taskbar gizmos just to receive content from various sources is unreasonable, and it's not going to happen (at least I'm not doing it!).
Publish an RSS feed that I can subscribe to using my *singular* newsreader application. It's what I use to track content from 100s of other sites around the Web.
I don't want to have to download a special gizmo just to get someone's content.
Hope that makes sense.
Derek
On 10:48 PM, Phillip said:
Hi Derek,
Ok .... If I remember correctly, don't most RSS feeds have a xml extension?
IF you could read ALL of your RSS feeds with one 'viewer', would that be good for you?
Do you mind the flashing gizmo telling you there's new content at whomever's RSS or Blog?
Or, would you prefer to visit the 'viewer' as your time permitted ... without some flashing gizmo to remind you?
Would you find another Icon on your Desktop just as annoying as another tool or task bar?
Sorry for all the questions ... sometimes, that's the best way for me to learn or understand :)
Phillip
On 11:42 AM, 
said:
Hi Derek,
I agree with your point on universality. I attended a seminar where part of the sales was get your spot on the limited desktop now through direct to desktop marketing before your competition does. So on my limited desktop the question would be whose readers do I have and what information can I receive? It's my understanding that the marketer can set up specific channels for specific products. Would certainly seem to lead to confusion and desktop clutter.
However one point that John makes makes sense to me. I wouldn't want all of the information for all my RSS feeds coming into one box. To make an analogy with e-mail I use a program that weighs the language, makes a guess on what's advertising and puts it into a folder. I can also set up specific rules. I have maybe 40 folders into which information is automatically filed and I can choose what I want to read at a later date. Maybe I don't have a complete understanding of RSS feeds. Is there a way to set an automatic rule to select and file a portion of information from a feed and file for later use? Thanks in advance for your help.
Ted
On 11:58 AM, Derek said:
Hey Ted,
Yes, Pluck (www.pluck.com) allows you to do such things with RSS feeds.
RSS is the way to go.
Derek
On 6:12 PM, googlealerts said:
Derek,
I just found this post... surely this is an OLD post based on the comments you've made and the state of direct to desktop marketing and communication.
It seems that "enterprise" disagrees with your assessment of direct to desktop publishing. I say that as companies like Forbes, Business Week, American Airlines, Southwest Airlines, X360, Nickelodeon, Sony Pictures, Warner Home Video, Expedia, Orbitz, JCPenney and Ebay just to name a few have gone to direct to desktop marketing.
Those moves speak volumes on where enterprise sees opportunity and potential.
I agree with your assessment of each one having their own proprietary channel or desktop communicator that isn't necessarily compatible with the next guy's communicator. That should be expected as each company works to provide and protect their own brand. Who wouldn't want that in their marketing?
I appreciate your interesting comments... but again, surely these are aged comments given the state of today's Internet and direct to desktop marketing.
Regards,
Enrique Garibay
www.DeskPing.com
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