Taking advantage of Really Simple Syndication (RSS) technologies, podcasting is a method of publishing audio and video files on the Net. Unlike a simple download or real-time audio streaming, podcasting allows users to opt-in (subscribe) to the podcast’s feed. This means that each time the podcast gets updated users will automatically receive the updated file ready for listening on their portable MP3 players or computers.
Businesses today have a wide choice of methods at which to use podcasts as part of their online marketing and CRM mix. Some ideas that businesses could make use of include:
- Prominent business or brand leaders could distribute speeches and talks regarding their areas of expertise, or commentary on the latest industry news.
- Important customers could be pushed information that strengthens their loyalty and continues the business’s CRM efforts.
- Financial institutions could use podcasts to distribute the day’s/week’s market performance.
- Audio lectures are one way that educational institutions can make use of podcasts.
- Companies holding seminars or conferences can make the podcast of the conference available to non attendees.
- A new and exciting way of using podcasts is to have it compliment a business’s traditional eNewsletter by means of an audio newsletter.
Some of the companies who have recently tapped into podcasting include:
- Virgin Atlantic has a podcast offering audio travel guides to its destinations. Do I foresee our airline companies following suit?
- Maybelline has launched a podcast that shares with users make-up advice.
- Eurostar started a podcast that shares information on London in Dutch, presented by a well-known radio presenter. This is something that local travel companies could easily tap into.
- A "new marketing podcast, “Across the Sound”, was recently launched by marketing guru Joseph Jaffe and will be released to subscribers weekly.
- A Dallas-based chain of liquor stores, Centennial Fine Wine & Spirits, became the first retail wine company to offer podcasts in North America. Their first podcast was an interview explaining "How to find the right wine".
- Nestlé’s animal food brand, Purina, has a podcast that focuses on Animal Advice.
As you can see, there are so many different ways your businesses can make use of podcasting. All that’s needed is a good, original concept that ties in well with your business’s current marketing undertakings.
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