RSS can provide a number of benefits for online business-to-business (B2B) marketers in the technology industry, according to MarCom Ink.
A survey by the firm has shown that seven in ten of these marketers do not consider RSS feeds in their campaigns, representing a significant missed opportunity, it said.
This could be particularly true in light of MarketingSherpa and KnowledgeStorm research suggesting that 71 per cent of buyers in the technology sector associate value with their RSS feeds, MarCom Ink asserted.
Principal of the firm Kim Cornwall Malseed said: "RSS offers B2B technology marketing and PR professionals a golden opportunity to establish ongoing relationships with their target audiences and become a trusted source of valuable information on topics buyers care about most."
Meanwhile, Google is set to launch a new search feature allowing results to be fed to users via RSS, according to Search Engine Land.
The search giant already offers AdSense ads for RSS feeds.