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Alphatech5
Newsletter * *
ISSUE #102
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How
Marketers Can Use Yahoo!
Pipes to Increase Their Online Sales
By
Rok Hrastnik
While
RSS end-user adoption has been relatively slow, marketers
have jumped at the chance to use this new internet channel
increase their online sales.
If
you're new to the world of RSS --- RSS is a simple
technology that allows you to deliver your online content
directly to your subscribers, other websites and the
search engines. It helps you improve your content
delivery, as well as increase your online traffic and
reach, and even conduct business intelligence more easily.
RSS
content is delivered through so-called RSS feeds, which
are just simple files that carry your online content. Each
of these simple files containts multiple
"stories" that you may want to deliver to your
audiences, called "content items". A content
item can be anything … an article, a blog post, a whole
newsletter issue, a sales letter and so on.
But
there is more to RSS than simply getting your content out.
One
of the fields of RSS marketing is also NewsMastering,
which allows you to:
[a]
take multiple third-party RSS feeds,
[b]
mix them together,
[c]
filter your new mix using various keywords that you're
interested in,
[d]
use the mix and your filters to create a new stream of
content, pulling together all the content items from
dozens or hundreds of other RSS feeds … but only the
content items that match your filters.
You
can now take this stream of content and either subscribe
to it yourself, if for example you want to find out
immediately what the market is saying about you, what it's
saying about your competitors, and what your competitors
are doing themselves.
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Or you can take this stream of content and display it
on your website to:
[a] enrich the visitor experience, by giving
them access to the latest and most relevant list of
content from your field, such as the latest news in the
field you are covering … and do so automatically;
[b] by doing so also making your website more
search engine friendly, thus increasing your rankings.
But up until now doing all of this was quite
complicated and really wasn't accessible to most internet
marketers.
But no longer so ...
Yahoo!
Pipes Changes The Landscape
Yahoo! Pipes is
the latest offering from Yahoo!, finally bringing the
premise of NewsMastering to the mass market, and actually
putting it on steroids.
The general idea behind Yahoo! Pipes is to allow its
users to "easily" connect various internet data
sources, mix them together in various ways, add additional
functionality to them and create a new single output,
pertaining directly to your settings.
While this may sound alot like the standard RSS
aggregation and filtering we mentioned above, it actually
goes much further than anything on the market in enabling
you to manipulate outside sources and come up with a new
content output, all of this in a visual programming
environment..
The "old services" simply allowed you to
combine various RSS feeds, set some basic rules on how you
want to get content from them, such as limiting the output
to only the content items that match your keywords and
removing duplicates, and get a new single RSS feed from
them. You could then subscribe to this RSS feed in your
RSS Reader (for business intelligence purposes) or use it
to display its contents on your website.
But
Yahoo! Pipes goes much further.
[BTW - in the Yahoo! Pipes glossary, a pipe is
an output you create from mixing and manipulating various
content sources]
[a]
Aggregate and Filter any XML Feed
Aggregate any kind of XML feed, not just RSS, which
means that if your application provides an XML data
output, you can now aggregate that data feed with other
different feeds you might be interested in, and create a
single RSS feed that you can subscribe to in your RSS
Reader. Just as an example, imagine having an RSS feed
that brings you various data from your organization in a
single output, such as the latest sales data from your
webstore, latest account of company expenses,
notifications of new employees, important team
communications, your website visitor counts and so on. It
even lets you combine other pipes into a new single pipe.
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[b]
Content Manipulation
Apply
various filters, such as a keyword content filter to give
you only the content you're interested in, sort, count,
truncate, join or even create your own filters. It even
lets you add your own input fields. For example, you could
create a pipe that aggregates all the RSS feeds from top
online retailers, and include an input field that allows
you to enter the name of the product you want the latest
deals on, and then creates an on-the-fly output with the
latest deals for this product. Essentially, it allows you
to add simple or advanced search functionalities to filter
out only the content you're really interested in ... from
hundreds or even thousands of content sources.
[c]
Social Applications
Browse
through pipes created by other users to either use them as
an end-user, or use their pipes to create your own new
pipes. It of course also allows you to make your own pipes
public and even provide them as a service to end-users.
There
are really almost countless opportunities of what you can
do with Yahoo! Pipes, and various new applications will
surface when the service gets some milage.
The
best part is, you can either create your own application
that you use when the need arises from the Web, or an RSS
feed that you subscribe to in your RSS Reader, to
constantly deliver to you the content that you want. Or
you can use the RSS feed to display that content on your
website.
All
of this is done through a visual interface, which might be
daunting for the average user, but shouldn't present a
problem to marketers that either have the time to learn
the ropes or pay a little something to a person that
already has.
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How
Marketers Will Profit
If
you're thinking of how you can profit from Yahoo! Pipes as
a marketer, there really are countless opportunities.
[a]
Provide highly relevant streams of content on your website
to enrich the visitor experience.
[b]
Become a preferred access point to relevant and latest
content in your industry.
[c]
Build applications that allow your visitors to easily
access the content they're interested in.
[d]
Take your business intelligence activities to the next
level. And much much more ...
With
all the capabilities available through Yahoo! Pipes,
countless new opportunities will certainly arise quickly.
The
best part is, you can now more easily take advantage of
them.
About
The Author
Article by Rok Hrastnik. Get the easy way to mastering RSS
marketing today. Click here now to get all the details on
how to make RSS marketing work for you and help you
increase your online profits: http://rss.marketingstudies.net/?src=s32.
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