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As consumer habits change, so do our marketing efforts. We find ourselves talking about Facebook, blogging, YouTube, widgets and podcasts. While these communication and advertising vehicles didn't exist years ago, many believe that today they serve as viable channels to reach your target audience.
Podcasts in particular have seen remarkable growth over the past two years. Because podcasts are self-service, soft-sell marketing vehicles that can be listened to online or downloaded, marketers are using them to strengthen brand awareness, position themselves as subject matter experts and increase search engine rankings.
A recent survey* by Arbitron/Edison Media Research found that in the last year:
- Awareness of the term "podcast" increased from 22% to 37%
- Podcast (audio) audience grew 18%
- V-cast (video podcasts) audience grew 10%
- 30% of regular Internet users have downloaded a podcast
- 49% of podcast consumers watch or listen on their computers
And since the latest research indicates podcast listeners are well educated and have higher-than-average household incomes, they may be an attractive target audience for your products and services.
There's an old saying that goes like this: you have two ears and one mouth for a reason. Maybe when it comes to the value of podcasts we should all pause to listen.
Tags: podcasts