A Few Words about Podcasting; Why It's Time to Consider Getting on board

By: Kellyann Davis
CEO, BlackSand Research


In case you've been asleep for the past year, or think that this new fangled iPod is a fad, I have two words for you, WAKE UP! Podcasting is about to become a staple marketing tool because it's cheap to do, virtually free to publish, and it's reaching more and more of your target audience every day. To find out just how easy podcasting is, check out my friend Tee Morris' book "Podcasting for Dummies" and learn how to podcast with nothing more than the equipment you already have and a few lines of XML.

Podcasting is really a misnomer, you don't need an iPod to enjoy a podcast. In fact, you don't need anything more than a computer, or any MP3 player. iTunes is free and they carry a good percentage of podcasts currently available. People can download a podcast from iTunes [an application they can download also for free], or directly from your website quickly and easily.

Some of my marketing colleagues argue that it's too soon for podcasting, it's just not something they have ever used, and they think their clients haven't even heard of "podcasting." While it's true those who are podcasting now are at the front off the curve, it's catching on, and many manufacturers are beginning to take advantage of the technology. Specialized Bicycles, Disney, Kellogg's, McDonald's, Reed Business Information Services, and the National Association of Manufacturers are podcasting right now. If you are a little guy, like I am, this presentsd a rare opportunity to be the first off the starting line on this very innovative marketing tool.

Before you say, yes, but it's just too time consuming for me take this into consideration and few members of my target audience listen to podcasts. For today, that's certainly true, despite high interest in podcasts [25 percent of online users] only 1 percent of Americans who are online report downloading a podcast in the past 12 months, but times are changing quickly. The paradigm of radio is changing under your feet. Consider that every new car comes with an MP3 player built into the [satellite] radio and Forrester Research forecasts that 34.5 million people will be consuming podcasts by 2010.

Just like digital video recording, podcasting allows consumers to listen when they have time. I listen to the NAM podcast on my computer at work, and I listen to Bob Roll podcast for specialized bikes while I ride my bike. I can choose when to listen and program my own radio with podcasts from sources like NPR, Reed Business Information, the NAM, and even McDonalds. Right now I find out about specials, events, and deals on my podcasts and I get valuable information when I want it, where I want it. And I don't even have an MP3 enabled car radio, that's next. Excuse me while I go listen to the Toyota podcast to find the best deal on a new FJ with that mp3 enabled radio.