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Podcasting, marketers and business plans
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