imc2, one of the leading interactive agencies, just made a strong venture in to the RSS market, becoming probably one of the first ‘traditional’ marketing agencies to adopt RSS as a marketing channel.

According to their press release, their solution addresses some key RSS marketing problems, such as metrics and personalization, which unsolved stop marketers from adopting RSS.

“Through Dispatch, marketers can collect a variety of detailed metrics, similar to email marketing metrics, including details on number of subscribers, feed recipients, open rate and click-through rates. Marketers can also personalize content by capturing subscriber preferences, without requiring users to provide email addresses, when they sign up. Dispatch then dynamically generates personalized newsfeeds based on the user profiles.”

Let’s not forget that imc2 is not the first to solve these problems, but given their market strength with large brands, their own brand might be able to drive RSS adoption in otherwhise ‘traditional marketing’ companies.

To make the transfer easier, they’re also throwing in integration with e-mail campaigns and a brandable RSS aggregator.

From what I hear, they’re already working with some large brands. Not bad.

But, what I haven’t noticed is a dedicated program to faciliate RSS content syndication to other web media, which extends the marketing power of the channel.

I wouldn’t mind getting my hands on their tool:)