Portable audio and video players are everywhere. With this new
technology comes the fast growing industry of podcasting. So how
does your business use Podcasting?
Podcasting has evolved over the past year as a new medium for
broadcasting. It has merged the terms "ipod" with "broadcasting"
and formed what we now know as "Podcasting", or personal on
demand casting as industry insiders are labeling it.
Major corporations are just now beginning to see the benefits of
podcasting on a national basis. But the best part about this new
industry is that it serves the local city and state communities
as well, by using nanocasting services. Nanocasting is a model
for commercial podcasting based on established media and direct
marketing principles. Nanocasting differs from early podcasting
by beginning with a clear definition of the target audience, the
business model, the revenue model and use of a system
specifically developed for targeting commercial audiences called
RTS (Really Targeted Syndication). The objectives go beyond
advertising, sponsorship and subscription based thinking to use
podcasting in very creative, customized, commercial applications
designed to achieve specific measurable business goals.
In order to develop a highly effective business podcast, the
first and most important factor is targeting; a plan must be
developed that identifies your ideal customer. Podcasting is a
medium that offers unparalleled access to niche markets, based
upon consumers accessing content on-demand to their specific
tastes. In most cases these podcasts are series, where
subscription based "tagging" or RSS technology, allows the user
to click a subscribe button once, and receive all the updates to
come in the future as soon as their published.
This sort of medium, coupled with this technology, allows
businesses to identify consumers, and it gives direct input into
their lifestyle preferences, habits, wants and needs. This makes
podcasting an extremely viable and quantifiable business tool.
Here is an example I will give you:
Let's say you are Pampers Corporation; you have newborn mothers
and expectant mothers all over the world buying your diapers and
using your products for their kids. At the next P.R. and
marketing meeting when the discussion arises, "How do we better
reach our mothers?", and "What will form a stronger bond with
our company over Huggies?"
You mention podcasting, and here is an idea for free. "Well, how
about we utilize this new medium of podcasting to target our
mothers with informative audio and video podcasts. We can put
out 10-15 general 1-3 minute podcasts, which will detail an
array of topics from "what to do about diaper rash" to "choosing
the right size diaper for your baby"." This will give mothers
the ability to go to the website to hear and see this
information, or better yet, they can subscribe to the Pampers
feed and receive on demand updates to their personal MP player.
This is how a business can integrate podcasting on a national
level, and be highly effective with their usage of the
technology. On a smaller scale, podcasting can be used to target
highly specific niche demographics, using nanocasting models.
Here is an example:
Let's say you are a local accounting firm with a customer base
of anywhere from 1,000 clients to 50,000 clients. You have been
sending out monthly newsletters and quarterly advisory notices,
however you are looking for a more effective medium to get this
information across to your clients.
You can develop an audio podcast, which can be used in streaming
emails as well as downloaded to personal devices that will cover
these important topics. You could develop a standard 5 minute
nanocast, which speaks on the specific topics of information you
are looking to make public, and do it through an appealing
listening experience.
Another example could be local restaurants, looking to offer
promotions to customers to help drive traffic in their business.
Nanocasting allows you to target specific demographic regions;
states, cities and even zip codes. A restaurant could use a
local podcast directory to reach markets that are centralized to
his location and will convert into new customer traffic. You can
already imagine the local pizza shops' weekly podcast featuring
their half off secret item of the week; you have to know the
secret word to get half off the item.
Business podcasting is an incredibly valuable advertising,
marketing, and public relations tool for any business, when
practically applied. The idea behind podcasting, regardless of
what size business you may be, is; define your market clearly,
and be creative with the information you are relaying. These
concepts, mixed with a professional podcast production, will
lead your business to on-demand success with your target
audience.
Category : Pets
