I can still remember how compelled I was when I first came across podcasts three years ago.  Within seconds of my discovery, I began listening to and watching podcasts through iTunes, downloading one after another, like a kid in a candy store - I was in heaven!  I was amazed at the variety of topics, and wealth of knowledge and information I now had access to. The downloads were instantaneous and I was even able to subscribe to many of them.  Once I subscribed, the podcasts were automatically downloaded and waiting for me every time the publisher posted new content.  I was able to be entertained by comedy and music, take instructional classes, learn more about world and industry news, learn new languages, and so much more in a way that I wasn’t able to before.

Podcasts have come a long way since former MTV VJ Adam Curry helped pioneer the technology in 2004.   The variety of subject matter available through podcasts has grown exponentially as more and more companies capitalize on this unique publishing vehicle. Companies benefit from podcasting in many ways:

• It’s yet another channel through which they can extend their brand once users have subscribed

• There is a greater chance they will stay engaged

• Podcasts are simple to create and inexpensive to deliver

End users love podcasts because it is so easy to receive content on a continual basis from their favorite publishers. When users subscribe, they basically “set it and forget it” - the content updates automatically for them. Then, most important of all, users can experience the podcasts how they want to, when they want to - either on their computer at home, work, or on their mobile device when they are out and about. Users always feel like they’re in control, which is something consumers are demanding more and more in the digital age.

Since discovering podcasts, I have noticed them being implemented in many intriguing and unique ways.  For instance, one of our clients is linking from their eNewsletters to their Podcasts which deliver pertinent news and information to their industry and customers. Podcasts have proven to be a great resource tool for this client by providing an inexpensive and highly relevant way to stay in contact with their audience.  In my own experience, listening to and watching podcasts makes me feel more connected to the brand because I have opted-in to receive the content and they are delivering something of real value to me - not just advertising messages. Podcasts are a nice alternative way to consume information compared to reading emails, newspapers or searching on the Internet. I like how the content is automatically pushed to me, similar to the way a DVR works for TV, but I like podcasts better because I can take them with me!

Benefits of podcasting:
For companies:

• Provides an additional channel through which to extend your brand

• The personalization of a voice or video that speaks to your audience

• Engage your customers longer, in a meaningful way

For consumers:

• Subscribe once and receive automatic updates when new content is available

• Experience content whenever and wherever it is convenient

• Eliminates the need to search for important or recent news and provides the information more efficiently, compiling the podcasts by date and topic

• It is a fresh new way to get information and a nice break from monotonous emails and Internet research

If you have been looking for a new way to spice up your advertising and marketing plan, consider adding podcasting to your campaign.  Check out some examples of how some leading companies are extending their brands by applying another way for their audiences to stay connected:

Ad Age Podcasts is an example of how an industry magazine is staying in touch with their audience by providing an ongoing look at news events, issues and trends in the rapidly changing national and international advertising, marketing, and media industries

Apple Podcasts offers stock holders and Apple enthusiasts, the company’s most important announcements, including Apple CEO Steve Job’s annual keynotes from Macworld

Disney Podcasts extends their brand by involving their audience in an on-demand experience for all things Disney

Oprah’s Podcasts offers her viewers and fans another way of staying involved with her brand. From The Oprah Winfrey Show to Oprah & Friends, to Oprah.com series and specials

iPhone Podcasts allows users to take advantage of the simple way to be updated on the latest news, reviews and how-tos on all things related to iPhone