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The study found that 17 per cent of adult internet users have listened to a podcast in the past six months (rising to 28 per cent among 16-24 year olds), and some 24 per cent are likely to download a podcast in the next 6 months.
“The findings suggest that up to 7.9m adults could be downloading podcasts in the next six months, which represents a massive opportunity for advertisers and media owners alike,” said BMRB marketing director Steve Cooke.
www.bmrb.co.uk March 2006
DEVELOPING A STRATEGY
Like any corporate communication, podcasts need proper planning.
If you intend to use podcasting as a means of communication, it is important to develop a strategy that clearly identifies your objectives and truly reflects your brand.
Here are some of the initial considerations:
What is the purpose of the podcast, promotion, information, training or, a mixture of some or all?
What style is most appropriate, serious, humorous, light-hearted, corporate or, a mixture?
Presentation; in-house staff member or external professional.
Who will provide the content, generated internally, sourced externally or, combination of both?
How frequently will you produce podcasts, regular productions or released as required?
What is the target length of the programme?
How do you plan to promote the podcast service to existing and new customers?
Podcastmatters work closely with clients to help establish a strategy that fulfils all the aims and objects and promotes the brand in a professional manner.
