What are benefits of making marketing podcasts?
Feb. 23, 2019, 8:05 p.m.
When it comes to audience engagement and response, which marketing channels come to mind? Social networks? Email newsletter? Online webinars? What about podcasts?
A file distributed through specially designed podcast services containing links to media documents is called a podcast. For the first time, bloggers started talking about podcasting when they started uploading sound files instead of outdated text documents. Initially, podcasting was distributed exclusively using Apple’s iTunes service. Now it finds application in many other devices, and not only portable ones.
Today, the best and perhaps the only way to the success of a podcast is to measure 2 indicators: the number of downloads and subscribers. You will not be able to find out the conditions in which a person listens to a recording, how it is more convenient for him to use it, whether he is being told about a podcast to his friends.
Moreover, there is no direct relationship between the number of downloads and the number of subscribers. Uploaded - does not mean subscribed, and vice versa, subscribed - does not mean uploaded. How many people listen to the podcast only once, and how many repeats it daily?
Even a special Apple application does not provide coherent statistics and analytics. So the information you get about the effectiveness of a podcast for your brand may be negligible compared to the analytical data from other marketing channels.
All the data shows, podcasts are not just entertainment, but a real working “trick” in Internet marketing. Nevertheless, podcasts give you a great impetus for the release of better and more thoughtful content in general, the processing of the advertising campaign and its expansion. Involvement and feedback to the target audience is a good payment for your work.