In their Sept. 28, 2006 online issue, AdAge notes that, last year, Americans under 25 chose the Internet more often than traditional entertainment channels, like TV, radio and movie theatres. Podcasts are a favorite format for that younger demo. The medium is enjoying “15 to 30% year-over-year growth” according to Murgesh Navar, founder of Podbridge. There are several attractive aspects of Podcasting for marketers as well, including low production cost, flexibility and immediacy. While the 25 and under crowd often seeks out premium content (network TV shows, for instance), companies can create audio or video Podcasts for their target audiences - customers and prospects.
Content can focus on selling a product or service, how to best use an item, or maybe how to maintain or repair it. A book store might Podcast a passage from the month’s hot new titles. A vet’s office could provide pet care tips via a weekly Podcast. Or the owner of a wine store might educate her customers about an exciting vintage via Podcast. Podcasts can be archived on your website or actively distributed through various channels.
