A podcast is a digital broadcast made available on the Internet.  The word podcast is derived from the words, “broadcasting” and “iPod,” Apple Computers’ trendy portable audio player.  Just think of a podcast as a radio show. Containing talk-radio style content, a podcast will provide audio files that allow businesses to globally distribute their ideas and product information.  Once the audio file is programmed, created and posted to the Internet, anyone can access and download the file onto their computer or any number of devices including smart phones, MP3 players and of course, Apple iPods.    Once a podcast is downloaded, it can be listened to, anywhere, anytime.  A strategic marketer uses a podcast service to deliver their information in a dynamic format that grabs user attention.

Podcasts give consumers the ability to select information and access it whenever they want.  When properly executed, a podcast can be personal, timely, informative and entertaining.  A marketing savvy podcast service recognizes the opportunity; listeners are a self-qualified, interested audience who have sought out a company’s podcast - they have invited a company into their space rather than the company invading their space the way, for example, banner advertising does.

Podcast services are a new channel of communication for companies with vision.  According to MarketingSherpa, 22% of sales managers view podcasting as a very effective sales generating tool while a study done by Knowledge Storm & Universal McCann shows that 32% of business professionals have increased their use of podcasts in the last six months.  eMarketer has revealed that at the end of 2006, there were ten million adult podcast listeners and that is continuing to grow.  Forrester Research, a major research company, estimates that the number of American households listening to podcasts will increase 18 fold by 2010.  Podcasting offers companies a unique opportunity for branding while building relationships and providing consumers with in-depth information of a company’s product or service. 

Reputable companies have already launched their own podcast series as part of their online marketing strategy.  Large corporations like American Express, American Airlines, Blockbuster, BMW, Coca Cola, PepsiCo, and South West Airlines have all invested in this technology.  Even the mayor of Boston has his own podcast series reaching out to a growing online contingency.

At ITS, we realize the potential of utilizing a podcast service as part of a client’s online marketing strategy.  In the hands of our marketing team, a podcast can cross, sell and promote through link, messaging, content and navigation.  For ITS, a well designed podcast is but the latest technology in a broad category of traditional and online marketing opportunities.  We combine leading technology with experienced podcast professionals to provide our clients with an exceptional podcast production.

The marketing team at ITS know how to develop a podcast service to the client’s full advantage. Our team uses leading techniques to optimize each podcast to improve a client’s website rankings on a search engine results page.  Podcasts are most often found through search, either on a general search engine or within a major podcast directory.  ITS will create a podcast with appropriate content and language and send it to through relevant distribution media to reach the target market of each individual client.  Using our tracking expertise, we know whether visitors are downloading a single episode or subscribing.  We know which directory is referring the most downloads to a client’s website, and what position the podcasts hold in the directories and search engines. 

Podcasting is helping many of our clients communicate with their customers more powerfully.  At ITS, our podcast service helps turn our clients into thought leaders and sought after experts while strengthening company revenues. 

Want to learn more about podcasting? Listen to the ITS On The Go podcast.

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