PodMarketing

Podcasting has become one of the technologies powering the web 2.0 idea of on demand media. As a technology, it has found both criticism and support. Regardless to which side is right, both have created a buzz around podcasting that has garnished the interest of brands and in turn, marketers.

Marketers / Advertising Agencies are interested in the buzz around advertising on pod-casts for two reasons. One, podcasting is extremely easy and cheap to broadcast. And pod-casting is extremely targeted. Because the still rather young nature of podcasting, it is adopted mostly by a crowd of early adopters. Tech-savvy users who are known in advertising as consumers with interest in new developments. These users are a fantastic target for marketers because as early adopters they tend to be the first consumers who push new technologies and, in short, create trends, that the later adopters, in turn, wait to follow.

=PodMarketing Market= Although podcasting is similar to traditional radio in medium sakes. Marketing and advertising on the podcasting medium changes the playing field. For one, users have the functionality of fast forwarding. Secondly, many early adopters of podcasting are opposed to ads on downloaded content. 46% of 18-24 year olds would consider paying for ad-free content. Due to this, two different types of podcasts have emerged--and with that, distinct versions of podcast marketing.


 * Podcasting as a medium complementing traditional radio shows** is the first version of podcasting. Exclusive interviews, favourite radio shows, re-packaged for the online content. This type of podcasting allows marketers to target similar consumer appeals as the traditional show with the exception of having the ability to add more phone numbers and information as interested consumers can return to the commercial to hear the details again. This type of podcasting carries on the tried and tested marketing strategy of product placement, short 15-30 second ads, and program sponsorship.


 * Podcasting can also be used to create unique content and with that, a relevant new market.** Unique content can include anything from tech news shows such as Diggnation, cooking shows, comedic shows, poetry programs or programs based solely on events happening in local areas such as Paris, France or Toronto, Ontario. Unique content shows will generate smaller audiences but the target will be very concentrated allowing for veryspecific advertising. Again, short ads can be inserted into the programs but are a lot less likely. Unique content shows often include product placement relevant to the program topic. Such as a cooking show using a KitchenAid blender or a tech show using IBM laptops.

The most successful strategy for marketing unique content shows is sponsorship. Sponsorship of unique content shows can include brands funding certain small unique content ventures or actually creating shows from scratch. An example of the latter is Heineken Music or GM's Fastlane Auto Blog. This is a very successful brand awareness excercise because the concentrated group of listeners develop a relationship with the brand. An ethos is created where the user connects enjoyable cooking with KitchenAid or his/her favourite rock music with Heineken. The user then connects with the company on a level such as, "hey, this cookie recipe is great, KitchenAid really understands my needs and wants."



The key to sponsorship marketing in unique content podcasts is built on relevant partnerships. (IBM and a tech show. KitchenAid and cooking) or Informational programs created by brands. For example, Apple can create a show dedicated to their own future developments, the program audience would be very concentrated people loyal to apple. The objective would be to create buzz, and communicate product information to early adopters.