engleski

Using RSS in advertising - regional trends and global issues

This paper presents an analysis of regional experience in advertising via RSS (Really Simple Syndication) channels and the Internet. The regional experiences of Croatia, Bosnia, Herzegovina, Slovenia, Macedonia, Serbia, and Montenegro are presented. This paper addresses how society is ready to accept new forms of communication with advertisers in these regions. The authors analyzed the number of Internet users in order to select appropriate strategies and optimal models for advertisers via RSS aggregators and to determine a possible course of activities associated with this type of advertising on the Internet. In applied research, the tools for measurement, analysis and information gathering were gemiusTraffic and Google Analytics and they are analyzed in the form and extent of the uses of RSS to local and global markets. The applicability of that in the paper, especially in the category of creating viable options for further development of RSS, given the technology, cultural phenomena of use and marketing capabilities, will be the main strategic guidelines for the development of RSS in these regions.

Internet; Web 2.0; advertising; marketing; new media; RSS; regions; trends

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