How Microsoft will drive another major marketing change

October 11th, 2006

With the vast majority of people using Microsoft Internet Explorer as their browser, any new communications features they introduce should get a marketers attention. The next version of IE, IE7 will have a signficant communications tool built in; RSS.

I’ve just read on Steve Rubel’s blog that Microsoft intend to automatically upgrade Internet Explorer 6 to 7. Here is a little bit from Steve’s blog:

The Internet Explorer upgrade includes an integrated feed reader. Yes, for many of us this is old news. We have been reading feeds for months or even years. However, do no under estimate the impact of millions of desktops worldwide getting not only a new browser, but a magical little orange button. Not everyone will click on it, but those who are curious will and then the fun starts.

As more people around the world start reading RSS feeds, big things will happen. It will force everyone to begin to integrating feed communication initiatives in their marketing and PR programs. News and blog posts are just the beginning. Couponing and all kinds of other communiques will go into feeds, as well ads and more. That little orange button might look small, but boy is it big.

Here is my take:

A small portion of people will start pushing the button out of curiosity. Most won’t even notice it.

Smart marketers/communicators are going to give people a reason to push that button and directing them to it. That’s when it gets interesting.

If people are offered valuable information, they will push the orange button.
If they are offered a unique, valuable special offer, they will push the orange button.
If they can get something of value for free, they will push the orange button.
If they find out that they can stay up to date with YouTube and MySpace, they will push the orange button.