MarketingProfs has a great article by Matt Blumberg on what it will take to bring RSS to mainstream business use.

Matt makes many excellent points, but like most misses the boat when it comes to metrics and personalization. Marketers, RSS metrics and RSS personalization are alive and kicking!

The key issues raised by Matt are:

a) Critical Mass - “We need to have 25 million or more end users really using RSS.”

b) Ease of Use - “It needs to be easy to get in the game as a consumer, easy to publish as a business.”

c) Organization - “Making sure RSS doesn’t quickly fall into the ‘information overload’ bucket as the number of publishers proliferates and as the number of hours in people’s day remains constant.”

d) Multi-Channel - “Making RSS work with other channels the same way email has come to work with direct mail, and banners have come to work with brand advertising, will be critical to its success as a content and media vehicle.”

e) Presentation - “Giving publishers greater control over exactly how end users see feeds will also be important.”

f) Revenue - “The world has to figure out how RSS will contribute to the bottom line if it is to be commercially viable.”

g) Accountability - “Good stats, reporting, and tracking are all musts.”

h) Personalization

via the RSS Marketing Diary