Paper Summary:

This paper discusses the use of RSS technology by Travelocity as a marketing device. RSS allows Travelocity to extend its marketing and advertising campaigns to its customers' desktops on their computers at home or office in a manner that was impossible before RSS technology. Users can receive immediate broadcasts of specials and other deals and just as quickly secure their reservation via RSS technology.

From the Paper:

"Travelocity is one of the most successful online merchants of discounted airfare in the travel industry. It is also one of the most innovative. Travelocity recently instituted a new marketing campaign based on RSS (Really Simple Syndication) technology which is in reality nothing more than a marketing device to extend the reach of Travelocity's marketing collateral and products (Bicknell, 2006). RSS is a web-based technology that allows websites to immediately distribute content to users' desktops and for users who have installed the RSS service application, to automatically receive these web broadcasts without physically or consciously having to remember to do so."

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