By Rok Hrastnik
Copyright 2005 Rok Hrastnik
With the growing popularity of podcasting, publishers andmarketers around the world are asking themselves how to monetizethis content channel.
Today we’ll be taking a look at how marketers can monetizepodcasting through enhanced marketing activities.
While publishers might find it relatively easy to integratepodcasting in to their business models without really "creatinga revolution", the opportunities for marketers really go beyondtraditional marketing tactics.
To understand the opportunity we need to understand whatpodcasting brings to the marketing table: the power of voice,delivered directly to our prospects, customers, employees andpartners.
While text might still be the most "usable" format and theeasiest to consume, voice itself has the unique feature of beingable to express emotion and bring personality in to marketingcommunications.
For marketers, monetizing podcasting won't come through ad salesor content sales, but through opportunities to enhance theirmarketing communications with the power of emotion, delivereddirectly 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, alldelivered 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: Personalmessages and greetings from company executives, persoanlizedmessages to key clients by key account managers, educationalcontent and industry interviews, seminar or conferencerecordings, product support information and tutorials, ...
e] Promotion: Achieving additional company/brand/productexposure by providing podcasts and promoting them via podcastdirectories and search engines.
f] E-commerce: Audio product announcements and presentations,delivered to prospects that opt-in to receive latest productinformation. In the case of audio products, podcasts can alsocarry short excerpts or previews of new editions, thus enticingprospects to order.
g] Branding and Prospect Conversion: Educational content andindustry interviews that help shorten the sales cycle orgenerate/improve company credibility and enhance its brand.
h] Advertising in third-party podcasts
And so on ...
In these examples monetization does not come through directlygenerated revenues, but indirectly through improved sales.
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