[Hidden-tech] Interesting data on podcasts

Jeanne Yocum jeanne at yourghostwriter.com
Wed Feb 15 12:32:52 EST 2006


Hi,

I just received an article pertinent to the discussion that occurred here a
few weeks back on podcasts.  This piece has some interesting data so I
thought I'd share it.

Source:  www.jackmorton.com  (This is a big  "experiential marketing" firm
that puts out a pretty interesting e-newsletter.)

Enjoy!

Jeanne Yocum

February 15, 2006

PODCASTS: New Touch Point Connects Brands With Audiences

Podcasts continue to grow in popularity, and marketers should take note.
These Web-based downloadable audio/video files can serve as an effective
medium to reach targeted audiences with content that truly interests them.
In today¹s customer-controlled economy, brands should make the most of touch
points that their most critical audiences embrace.

The Pew Internet & American Life Research Project recently reported that 29%
of the 22 million American adults who own iPods or MP3 players have
downloaded a podcast. That¹s a remarkable statistic when you consider that
podcasting has only been in wide use since 2004 (though the technology has
been available since 2001).

With the introduction of emerging products like the new iPod nano (which
displays video content), podcasting has seen overwhelming growth. Bridge
Radio reports that 4.8 million people downloaded a podcast in the past year,
compared to 820,000 in 2004. And the phenomenon is expected to grow at a
rapid rate. In 2010, the podcast audience is expected to reach between 45-75
million.   

As podcasting¹s popularity grows, savvy marketers are responding by adding
content to their online portals. Many companies have seen increased Web
traffic since introducing podcasts. If the content is relevant enough, these
companies find that consumers are willing to complete a registration process
to access downloads. This ³membership² system provides companies with
important information about their best consumers, while offering a new
communications channel through which to design and deliver a brand
experience.

Some marketers are wary of the trend¹s ultimate effectiveness. PROMO warns,
³metrics and benchmarks are limited, with success often based on
month-to-month growth of the number of downloads. [Further,] Lead generation
techniques are not widely available and it can be difficult to tie podcasts
to incremental sales.²

While lack of metrics is unfortunate, it is probably temporary. And it
hardly erases the clear benefits of reaching out to customers through the
type of personalized contact they prefer. Consumers today know how to filter
out unwanted marketing messages. They routinely use devices like Tivo and
DVRs to bring programming into their lives on their own terms. Podcasts
offer a unique channel that acknowledges this unprecedented level of
consumer control. Consumers actively seek out brand messages they want to
view or hear, and access them whenever and wherever they like.

In an on-demand world, this kind of contact will only become more common.
Forward-thinking marketers will dedicate time, strategy and resources to
making the most of this potent new opportunity to connect with key
audiences. 

Sources: CMO, PROMO

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