18 Jul Why Podcasts? Why invest in Podcast advertising?
Many businesses nowadays are using podcasts as a a powerful marketing tool for improving their prospects. Technology has made things easier in many aspects, especially in the way we communicate and reach an audience. Long are the days when a person had to go to a radio station in order to get the word out and tell people about their business, products and services.
So, let’s start from the beginning. What is a podcast? According to the online community, a podcast is talk radio, but on demand. It is a series of audio episodes, often focused on a particular topic or theme. The term “podcast” comes from the first portable, digital music device, known as the iPod. One of the revolutionary aspects of the iPod was allowing people to carry their music around as digital files, instead of the tapes or CDs (remember the walkman?), as well as allowing people to create their own digital files for others to listen to, which were called podcasts. It began in 2004 and its popularity has grown over time. Nowadays, the media coverage on podcasts has surged to a point that businesses are paying a lot of attention to it. AND so they should.
Podcasting is your voice. It is also the possibility of learning on the go. Well-conceived podcasts are an effective, portable, convenient and intimate way to deliver and produce content, and to build ongoing relationships with your clients, employees and followers.
The important question still is: why invest in Podcasting advertising? There are five factors that justify an investment on podcasts for your business. The sooner you begin, the higher the advantage you have to stand out. Podcasts create engagement, they are mobile, they allow for multi-platform exposure, they have the option of being selective – the audience has made a conscious choice to listen to them -, they offer buying power, that is people who listen to your podcast are more likely to make a purchase as a result of advertising they heard through a podcast.
In a podcast, the content you create is communicated directly to you, either verbally or through video. That is more interesting than having to read the same information. Besides, a podcast is convenient and easy to consume, especially if you subscribe to a feed. In this case, whenever new podcasts are available, they are automatically downloaded to your device. However, from a business perspective, a podcast has the advantage of cutting costs. They are delivered digitally, so costs associated to other forms of advertising, such as newspaper/magazine ads or any other printing, are eliminated. Since they are easy to arquive, they become an easy and quick way of being accessed.
When it comes to engagement, podcast listeners are by far the most loyal and engaged audience of a medium out there, according to AdAge.com. With a podcast, people feel spoken to directly and thus, form a relationship with you making them very loyal and happy to see you or to listen to you.
Finally, as a business person, you may want to consider the podcast as the ad is a permanent one in this medium. Because of the way the podcast is created, chances are the advertising will be permanent in that specific episode – no matter how many times it is downloaded. Even if an ad is canceled or not renewed with the company, it will continue to be there each time the podcast is downloaded. Where else do you find this advantage?