RSS is also a micro marketing tool. It allows companies to reach more finely targeted market segments through narrowcast technologies (blogging, podcasting, moblogging, instant messaging etc.) and to tailor content to specific user needs.
This trend a similar change from what BusinessWeek calls the Vanishing Mass Market -- selling to large audiences through the vehicle of mass media (radio, TV, print) -- to a new model based on marketing one-to-one.
The shift from "one-to-many" to “1-to-1” marketing would be cost prohibitive if it weren’t for new Internet technologies, which offer fast, effective, highly targeted communications at an inexpensive price. RSS lets you receive blog post or podcast when you wish it. It's a highly targeted, highly personal marketing tool.