I visited the "Technology for Marketing" event today at Olympia, London. My mission was to learn the latest tinking about RSS from this important sector ('technology' & 'marketing' - i was hoping they'd be ahead of the curve...).
I discovered that awareness is very, very low, and often only exists at a personal level rather than professional, eg "the Guardian article last month", "Ricky Gervais" or "seen it on the BBC site".
I asked several marketing, email and CRM companies if they were preparing for RSS or if their customers were asking questions - everyone said no. Industry bodies have no sessions planned for RSS (they do now...) and a major publisher is interested in covering it more (after i spoke with them).
One speaker at the show said he'd never been asked about RSS from his clients until this week, when two questions came in after some portals introduced email charging.
RSS pundits say that 2006 is the year of RSS. I suspect that's a year too early.
RSS usage is growing, but is still very low. Most usage is unwitting via sites like MyYahoo, that's no bad thing, but it's not the deep usage many are forecasting.
I'd love to hear your views....