Podcasting
Podcasting gives listeners instant access to shows that they want, when they want.
Podcasting is a growing medium
22 million American adults own iPods or MP3 players and 29% of them have downloaded podcasts - Pew Internet and American life project report - April 2005
MP3 adoption will reach almost 11 million households in the US this year, and grow to 34.5 million households by 2010 - Podcasting Hits The Charts - Forrester Research - March 2006
Why podcasting?
Podcasting can be utilised in many different ways to benefit your brand. Here are just some of the reasons to consider podcasting as an essential part of your marketing strategy.
Sonic brand building
Audio is a proven brand builder allowing your distinctive brand identity to be translated into a whole new sensory experience.
Brand extension
Podcasting allows users to interact with your brand in a whole new way; at home whilst doing the ironing, travelling to work on the bus or tube or jogging in the park.
Brand entertainment/information
Podcasting is a primarily editorial medium within an environment where customers are increasingly fatigued with 'push' style aggressive marketing.
Customer retention/upselling
Since users subscribe to podcasts and receive them on a regular basis, it is possible to keep customers updated about the latest product developments, news or to sign up to off line promotions or competitions.
Brand community
Podcasting is a medium that has broken down barriers between broadcaster and viewer/listener creating an environment where everybody can produce content.
Brand blogging
The expansion of blogging as a medium of personal expression has been unprecedented. Podcasting can be used by your brand to build a community around audio blogging or your brand can produce its own audio blogs.
Revenue generation
Podcasting does not exist in isolation. It can be harnessed to revenue generating mechanics such as premium rate phone lines in such a way that your podcasting campaign could pay for itself or even generate an additional revenue stream.
Reduced marketing spend
Podcasting is an exceptionally good value way to create a personal relationship with your brand.
More About Podcasting
Download: About Podcasting.pdf
