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10.13.05
Podcasting
Monetization Strategies For Marketers
 By
Rok Hrastnik
With the growing popularity of podcasting, publishers and marketers around the
world are asking themselves how to monetize this content channel.
Today we'll be taking a look at how marketers can monetize podcasting through
enhanced marketing activities.
While publishers might find it relatively easy to integrate podcasting in to their
business models without really "creating a revolution", the opportunities for
marketers really go beyond traditional marketing tactics.
To understand the opportunity we need to understand what podcasting brings to
the marketing table: the power of voice, delivered directly to our prospects,
customers, employees and partners.
While text might still be the most "usable" format and the easiest to consume,
voice itself has the unique feature of being able to express emotion and bring
personality in to marketing communications.
For marketers, monetizing podcasting won't come through ad sales or content sales,
but through opportunities to enhance their marketing communications with the power
of emotion, delivered directly to their receipients.
Here are
just some possibilities for you to consider:
a] PR:
Audio press releases, messages from company executives, expert interviews and
other industry related material, all delivered directly to the media.
b] Direct marketing: Sales letters and other ad creative,
delivered in audio and directly to your prospects.
c]
Customer Relationship Management and User Support: Personal messages
and greetings from company executives, persoanlized messages to key clients by
key account managers, educational content and industry interviews, seminar or
conference recordings, product support information and tutorials, ...
e] Promotion: Achieving additional company/brand/product exposure
by providing podcasts and promoting them via podcast directories and search engines.
f] E-commerce: Audio product announcements and presentations, delivered
to prospects that opt-in to receive latest product information. In the case of
audio products, podcasts can also carry short excerpts or previews of new editions,
thus enticing prospects to order.
g] Branding and Prospect Conversion:
Educational content and industry interviews that help shorten the sales cycle
or generate/improve company credibility and enhance its brand.
h]
Advertising in third-party podcasts
And so on ...
In these examples monetization does not come through directly generated revenues,
but indirectly through improved sales.
About
the Author:
Learn how to take full marketing advantage of RSS and get all the expertise, knowledge
and how-to information for implementing RSS in your marketing mix, from direct
marketing, PR, e-commerce, internal communications and online publishing to SEO,
traffic generation and customer relationship management. Including complete interviews
with more than 40 RSS marketing experts. Click here now: http://rss.marketingstudies.net/book/ |
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