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There's a lot of buzz about podcasting, audio content delivered over
the Internet as RSS feeds. But nobody much is listening, according to a
study released today. Maybe Yahoo's new podcast search service will
change that.
The beta version of the discovery tool for podcasts went live at
podcasts.yahoo.com on Sunday. The directory mirrors Yahoo's content
presentation style, including most-popular and highest-rated lists,
editorial picks, and community tools such as ratings, reviews, and the
ability to tag audio content, or view the tags that other people add.
Yahoo included a player, so that users can immediately listen to the
content via the browser by clicking on a button. The service also works
with the Yahoo Music Engine, other desktop media players, podcast
aggregator software and MP3 players. Those using Yahoo Music Engine
will also be able to search for podcasts from within the application.
Next up, according to the Yahoo Search blog, will be consumer tools for creating and publishing podcasts or audio blogs.
Yahoo Podcast Search comes at a time when the use of RSS is out pacing
consumer awareness. Also on Monday, Yahoo and Ipsos Insight released a
study showing that RSS is becoming so mainstream that feed subscribers
don't even realize they're using it.
The survey found that 31 percent of respondents used RSS, but only 4
percent were aware of it. A full 96 percent of people participating in
the survey told Ipsos Insight that they did not use RSS.
Their obliviousness came from the fact that most people used
browser-based feed-reading software. When the researchers asked people
who used a personalized start page to go through the items on that
page, RSS content was part of the mix, but users weren't aware that it
was different from the rest.
Even the tech-savvy "RSS Aware Users" preferred reading feeds via the
browser. My Yahoo was the most-used method of reading RSS content in
this category, with 32 percent using the personalized Yahoo page. Yahoo
got a huge lead on search competitors, introducing the "add to My
Yahoo" button that made it simple to subscribe to feeds in September
2004.
"As a company, we've focused on building products for consumers,
products that will go to the mass market," said Scott Gatz, Yahoo
senior director of personalization and products. "How do we make that
super simple and easy for folks?"
The Firefox browser's "livebookmarks" technology was the next most
popular, with 23 percent of aware users employing it. Numbers dropped
off below the top two. My MSN and Apple Safari RSS tied for third place
with 8 percent of aware users each. The Google Personal Start Page,
introduced in June, garnered just 4 percent. (Google enabled RSS feeds
of Google News in August.)
The survey found strong indications that icons on Web pages indicating
the availability of a feed aren't a good way to advertise RSS. Only 38
percent of "Aware" users had ever clicked that orange XML button; among
Internet users as a whole, that number dropped to just 4 percent. Over
half of those who did click on the icon either left the site afterwards
or didn't remember what they did next.
"Internet users do not understand how to use the XML button, how to
actively seek out RSS feeds, or even what the term RSS means," the
study concluded. "Instead, they need a simple interface where they can
choose the information and content that interests them. This is where
personalized start pages and browser-based experiences can help move
RSS into the mainstream."
Users in the "RSS Aware" category said that ease or convenience was the most valuable aspect of RSS.
Said Yahoo's Gatz, "We don't even use the letters in My Yahoo because
we don't think you should focus on that. In a world of broadband, we
all read so much more content. You want to be able to pull those all
together in one place. Research showed that RSS was enabling people to
do that, and they enjoy that benefit."
Oddly, the study found consumers were more aware of podcasting than
they were of RSS itself. Compared to the 12 percent who were aware of
RSS, 28 percent of survey participants knew about podcasting. But only
2 percent actually listened to them.
The study's authors said the high level of awareness of podcasting was
due to media buzz. "Similar to RSS," they wrote, "wider adoption of
podcasting might require more consumer-oriented products to bridge the
gap between the technology and the benefits of podcasting."
Joe Hayashi, director of product management for Yahoo Podcast, said development of the product follows the same Yahoo strategy.
"We focused on making it easy for people to find and consume podcast
content," Hayashi said. While there is lots of audio content available
as podcasts, he said, it hasn't been used as much as other kinds of Web
content, because of confusing terminology and the need for special
software. "We brought the podcast concepts together and put it in the
same interface," he said.
Convio Names Sara Spivey Chief Marketing Officer - Earthtimes
AUSTIN, Texas - (Business Wire) Convio, Inc. – the leading provider of on-demand constituent relationship management software and services to nonprofit organizations – today announced Sara Spivey has joined the company as chief marketing officer ...
Hollis Thomases - ClickZ
Hollis Thomases is president and founder of WebAdvantage.net , an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing ...
My Internet Business Entrepreneur Introduces God on Website by Ask4Ben ... - PR.com
Ask4Ben.com, an internet business website, has created a new marketing strategy to implement Faith while marketing My Internet Business. An unusual internet marketing concept, but he believes that God will bless him. Fredericksburg, VA, November 25 ...
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