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RSS Subscription Marketing precision problem
in fact, RSS subscription marketing does not track user behavior precisely because of its open nature. At present, most of the Web site operators provide a public RSS feed URL, anyone can get and add in the reader to subscribe.
Network era The most respected personalized marketing, one-on-one marketing thinking is completely disintegrated, because the site operators, unable to identify who is the subscriber, not to mention to track and analyze the behavior after reading. This is the exact problem of RSS subscription marketing.
before we solve this problem, let's review how the previous network marketing tracks users. First, the person subscribing to the newsletter must leave his or her email address or register as a member, so we have the basis for identifying the User: The username or email address.
So, when a website operator sends out an electronic or promotional email, it's typically a message that contains some transparent images to track whether the user has opened the e-mail. When the transparent picture is displayed on the reader screen, the website operator's host will generate a read record.
because it is a transparent picture so readers will not be aware of, and the image display instantly has the reader's e-mail address or user name returned to the site host, the operator therefore know which user opened the message. This is the basis of the rate of mail reading.
when the operator can identify who has opened the email, and the personal data left by the registered member before the mail is opened, it is not a problem to get the sex ratio, age distribution, or even the past website consumption record.
traditional mail marketing tracking way
In addition, the mailed email may have many links, in fact, these links may be with the reader's personal identification tag: the user name or e-mail address, when the reader clicks on these links, the operator can also know which member point which link.
So, which members received the promotional email after the open, and click on which links to finally return to the site to do what things, is completely analytical. A similar system can even track a reader to send a letter several times to go out to others.
as a Web user, the situation sounds scary, right? But these things actually happen every day in your life, but you don't know it. However, the current anti-spam systems are getting smarter, and they are also starting to help you block out images with tracking techniques.
anti-spam technology was initially used to deal with spam, but now even decent web operators have been greatly affected. Regardless of promotional e-mail, sometimes even the member registration of the confirmation letter, users forget the password of the query mail can not be sent to the user's hands.
RSS is a new way to keep in touch with users, but its anonymity teaches web operators headaches. In fact, as long as a small change in the way RSS subscriptions, operators can still track the user's reading behavior.
This key, the author is called "Personalized RSS feed" or "closed RSS feed".
introduces "closed RSS feed"
A typical open RSS feed you can see on many websites, its URLs such as:
-Digital Wall Traditional version: Http://www.digitalwall.com/rss20/rss_cht.xml
Wall-Simplified version: Http://www.digitalwall.com/rss20/rss_chs.xml
believe you will soon see that this RSS feed URL does not contain a personal identification tag. When 30,000 people use their RSS reader to subscribe to the Web site, the operator does not see who these 30,000 people are.
If you modify the RSS feed URL, it becomes the following:
Http://china.digitalwall.com/rss20/rss_cht.may@yahoo.com.xml
do you find that the author adds a personal identification mark to the RSS feed URL: An email address? In other words, "Personalized RSS Feed Subscription URL" is to solve the user tracking problem is the fundamental way to get everyone to get different RSS feed.
Web site operators should stop the public RSS feed Web site, instead of personalized RSS feed. If you want to subscribe, please register your membership or leave your email address before you can get an individual RSS feed. Allows users to choose to subscribe by mail or produce personalized RSS feeds. Website operators may be very afraid, if this is not set up the threshold of subscription? I must remind you that before you asked users to subscribe to the electronic newspaper, do not also require the user to register a member or leave an e-mail address? And what does this have to do with the enclosed RSS?
already has a Web site operator who has e-mailed subscribers or members to perform the process of transitioning from an e-mail to an RSS feed. Actively help users generate an exclusive RSS feed URL, through each member login to actively inform users of this choice.
The principle of user reading behavior and analysis behind
is similar to that of email marketing, because the key is that once you can identify users, it is easy to do any analysis. At this point, an RSS advertising market has emerged: based on user identification information in the RSS feed ads.
Privacy Issues
the proposal may be lambasting by the fundamentalists as an insult to the spirit of RSS-open messaging. When emails were first sent to spam, the fundamentalists reacted fiercely, until junk mail became part of everyone's life.
in fact, most things happen because of the business needs of the last wave. Web site operators through the e-mail reading behavior to analyze the user has at least seven years of history, let alone Amazon early through the Web browsing behavior analysis of user shopping habits.
does this constitute a violation of the privacy of the user? This question is the same as asking whether the e-mail tracking technology constitutes a privacy violation. The former can live so long, the latter's RSS tracking technology as long as there is a strong demand for business, probably only rapid forward development ...
The difference, however, is that using RSS subscriptions basically controls the reader's hand. As long as the content is not good, too many ads, or even update too frequently, can be directly on the reader to return, from no harassment, this feature will make use of RSS marketing business to be bound.
