Podcasting: 'Because it's there' isn't a marketing strategy. What to consider before you hit that record button.
Podcasting's (define) cool. Sometimes, it can be a great marketing tool. But that's not true all the time, and podcasting is certainly not for every marketing plan.
Sure, we've been covering podcasting both as marketing and an ad medium here at ClickZ. It's been fun watching companies use this simple, very low-cost syndicated audio channel to innovate and spread their messages.
Simultaneously, podcasting seems to have spawned a small army of Pod People. They're eager to leap, without really looking, over the edge of the latest technology. With an entry barrier as low as email and RSS (define), there will be plenty of podcast leapers. Before heading, lemming-like, to the brink (as my inbox indicates many ClickZ readers are preparing to do), some points to consider.
The first commercial entrants into the podcasting fray, whether as podcasters or podcast sponsors (after the obvious entertainment, music, and broadcast entities), tend to be (or want to be perceived as) tech savvy or cutting-edge geeky. For them, the medium makes sense.
As with any other medium or channel, you must first figure out if podcasting makes sense for your brand, your product or service, and your audience. If it does, please let me know how podcasting fits into your marketing strategy.
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Rebecca was previously VP, U.S. operations of Econsultancy, an independent source of advice and insight on digital marketing and e-commerce. Earlier, she held executive marketing and communications positions at strategic e-services companies, including Siegel & Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including "The New York Times" and "The Wall Street Journal." Rebecca spent five years as Variety's Berlin-based German/Eastern European bureau chief. Rebecca also taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group. Rebecca, author of "The Truth About Search Engine Optimization," was ClickZ's editor-in-chief for over seven years.
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