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Podcasting, marketers and business plans
Reflecting the sizeable growth of podcasting in South Africa, this year marketers should be contemplating using podcasts as a marketing tool to make their service offering unique. This is according to Bryan Poggo from Podcity, a company which creates, manages and markets various podcasts.
Poggo defines podcasting as the new way of distributing audio and video broadcasts via the Internet. Using this method, people can subscribe to a variety of content. This content is then automatically downloaded to a PC or a portable media player such as an iPod and can then be listened to at any convenient time.
Podcasting’s initial appeal was to allow individuals to distribute their own “radio shows”, but the system quickly became used in a wide variety of other ways, including distribution of school lessons, official and unofficial audio tours of museums, conference meeting alerts and updates, and by police departments to distribute public safety messages.
Podcity’s practical recommendations for marketers include:
- Keep your message brief
- Don’t underestimate your audience
- Place your ads interstitially (don’t use pre- or post-roll)
- Don’t imitate broadcast radio
Advantages of podcasting as a marketing tool:
- Enhanced customer loyalty
- On-demand listening
- Quick delivery time of information
- Promoting your product and service
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