{"id":1703,"date":"2017-09-24T15:36:41","date_gmt":"2017-09-24T13:36:41","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/podcasts-your-next-great-marketing-channel-or-just-a-fad\/"},"modified":"2017-09-24T15:36:41","modified_gmt":"2017-09-24T13:36:41","slug":"podcasts-your-next-great-marketing-channel-or-just-a-fad","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/podcasts-your-next-great-marketing-channel-or-just-a-fad\/","title":{"rendered":"Podcasts: Your Next Great Marketing Channel, Or Just a Fad?"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>this is an article on Podcasts: Your Next Great Marketing Channel, Or Just a Fad?.<\/p>\n<p>Be sure to view the full essay and view the main site<\/p>\n<p>When it comes to reaching engaged, relevant audiences, which marketing channels truly shine? Social media? Email? Webinars?<\/p>\n<p>How about podcasts?<\/p>\n<p>\u201cPodcasts?\u201d I can hear you thinking, \u201cYou mean those radio shows that were popular in the early 2000s?\u201d Sure, podcasts may have hit critical mass thanks to Apple iTunes and the iPod back in 2004, but new research is showing that small businesses and brands alike are taking another look at the podcast as a formidable marketing tool. <\/p>\n<p>Of course the question is \u2014 why podcasts? And why has this technology suddenly re-ignited? Let\u2019s take a closer look:<\/p>\n<h2>Podcasts\u2019 Surge in Popularity<\/h2>\n<p>According to a recent report from Infinite Dial, 40% of respondents reported listening to a podcast at least once, with 24% doing so monthly, and 15% doing so weekly. Year over year, online radio and podcasts in particular, have shown a growth that simply can\u2019t be ignored. What\u2019s more, according to a separate study from Triton Digital and Edison Research, Americans tuning in to podcasts on a weekly basis has almost doubled since 2013:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/radio-and-podcast-reach.png\" class=\"alignnone size-full wp-image-34217\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<h2>Listeners Are More Receptive to Products and Services<\/h2>\n<p>People are tuning in \u2014 and so are advertisers. There\u2019s a lot for advertisers to like about podcasts, since almost two-thirds of listeners are more willing to consider products and services they learned about on a podcast. Over half of them believed that the hosts of the podcasts they listen to regularly are users of the products and services they mention on their respective shows. And those respondents reacted much more positively to products and services mentioned on the shows from the host themselves rather than a pre-recorded ad from a company or sponsor.<\/p>\n<p>Just look at what actions listeners took after hearing about a product or service in a podcast:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/actions-taken-in-response-to-podcasts.png\" class=\"alignnone size-full wp-image-34218\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>In addition to high levels of receptiveness, relevancy and engagement, the kinds of people listening to podcasts are the very users many advertisers want to reach: relatively young, high income and high education levels, according to a survey from Nielsen:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/demographics-of-podcast-listeners.png\" class=\"alignnone size-full wp-image-34219\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Now the question becomes \u2014 how can brands and companies leverage this audience attraction?<\/p>\n<h2>Which Brands are Seeing Success with Podcasts?<\/h2>\n<p>One of the biggest points to keep in mind is that no one is going to tune in to a 20 minute commercial about your business. Take eBay, for example. Earlier this summer, Brooklyn-based audio company Gimlet Creative completed a branded podcast series for the auction company called Open for Business. It became the number one business podcast in iTunes when it released in June and talks to create a second season are already underway. <\/p>\n<p>On the surface, it looks like Open for Business has very little in common with eBay itself. Topics include details on how to build a business from the ground up, including: how to hire, how an immigrant can start a business in the U.S., and so on.<\/p>\n<p>Mentions of eBay itself are handled in a very light-touch manner. The podcast does, however, circle back by sharing the true story of a small business owner that found success on eBay. The last episode of the first series focused on the gig economy, which includes getting short term jobs and getting paid from gig-style platforms like Uber, Taskrabbit, Airbnb\u2026and eBay. <\/p>\n<p>The series was a hit \u2014 generating an average rating of 4.5 on iTunes and hitting 200% of its download goal. <\/p>\n<p>And it\u2019s not just how-to or curriculum-style podcasts that are getting noticed. GE leverages branded content by using its own sound technology in part of a sci-fi series known as The Message, where cryptographers attempt to decipher an alien message. GE itself isn\u2019t mentioned anywhere in the podcast, but its technology is an integrated part of the storyline.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/the-message-podcast-general-electric.jpg\" class=\"alignnone size-full wp-image-34222\" \/><em>As part of their digital marketing, General Electric has started a podcast that works well with the audio format.<\/em><\/p>\n<p>The Message currently has 5 million subscribers. <\/p>\n<p>You can read more about General Electric\u2019s foray into the digital marketing sphere in our post. <\/p>\n<p>But before you get too excited about the potential of podcasts, it\u2019s worth noting a few downsides.<\/p>\n<h2>Measuring Reach: Still In Its Infancy<\/h2>\n<p>Currently, the best way to measure how much reach a podcast has is the number of downloads and the number of subscribers to a given channel. Podcasts do not yet have the ability to tell you things like how long people listened or, for example, if someone played a podcast in their car with a group of friends. <\/p>\n<p>What\u2019s more, podcasts don\u2019t correlate the number of downloads to the number of subscribers, so hosts don\u2019t know what percentage of their listeners tune in on a weekly basis, or download an episode. How many people listen one time and then never listen again? No one knows. <\/p>\n<p>Even Apple\u2019s podcast app doesn\u2019t provide statistics or analytics that show what kind of reach the podcast has. So, keep this in mind if you\u2019re looking for measurable marketing gains with podcasts \u2014 the information you get is fairly shallow compared to the deep, insightful analytics you get with other marketing channels.<\/p>\n<h2>Podcasts Set a Higher Bar for Quality<\/h2>\n<p>If you\u2019re looking at starting your own podcast, you can see from the examples above, as well as the top podcasts for your particular industry, that there\u2019s a much higher bar set in terms of quality and consistency than with creating other types of content. Articles like this one may take just a few minutes to read, but with a podcast, you\u2019re asking people to tune in for roughly 20 minutes or so per week \u2013 the approximate length and schedule for podcasts in general.<\/p>\n<p>That means you have to commit to a standard of quality and a publishing schedule that\u2019s both dedicated and deeply involved. It\u2019s quite the challenge, to be sure, and many companies \u2014 even large ones \u2014 simply cannot afford that kind of time investment with so many other digital irons in the fire.<\/p>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/podcasts-your-next-great-marketing-channel\/\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1703\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1703\" ).width(jQuery( \".scroller_1703\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>this is an article on Podcasts: Your Next Great Marketing Channel, Or Just a Fad?. Be sure to view the full essay and view the main site When it comes to reaching engaged, relevant audiences, which marketing channels truly shine? Social media? Email? Webinars? How about podcasts? \u201cPodcasts?\u201d I can hear you thinking, \u201cYou mean &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/podcasts-your-next-great-marketing-channel-or-just-a-fad\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Podcasts: Your Next Great Marketing Channel, Or Just a Fad?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Podcasts: Your Next Great Marketing Channel, Or Just a Fad? - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/podcasts-your-next-great-marketing-channel-or-just-a-fad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcasts: Your Next Great Marketing Channel, Or Just a Fad? - test\" \/>\n<meta property=\"og:description\" content=\"this is an article on Podcasts: Your Next Great Marketing Channel, Or Just a Fad?. Be sure to view the full essay and view the main site When it comes to reaching engaged, relevant audiences, which marketing channels truly shine? Social media? Email? Webinars? 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Be sure to view the full essay and view the main site When it comes to reaching engaged, relevant audiences, which marketing channels truly shine? Social media? Email? Webinars? 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