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Are podcasts the new distribution channel for early marketers?

With increasing costs of online ads, marketers have been switching to alternative distribution channels. Podcasts have been gaining mainstream acceptance, which may position them to become the next most effective marketing strategy. Will podcasts become one of the primary marketing channels? And if they do, what will it mean for more traditional distribution channels?


4 Replies

Brent Laminack
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Brent Laminack Entrepreneur
Principal at OpenFace Systems, Inc.
In a recent edition of the Social Media Marketing Podcast, a couple of the guests (Jay Baer and Joe Pulizzi) said they did a gap analysis of those who are really killing it in content marketing and those that weren't. Their analysis revealed two distinctives of those who were successful: Podcasting and e-books. Disclaimer: this is purely second-hand, I didn't see their actual numbers. But note that this podcast episode got 2,600+ tweets and 750+ facebook shares, so draw your own conclusions.
John Zamoiski
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John Zamoiski Entrepreneur
Chief Opportunity Officer at ADLarge Media
As some one who is deeply embedded in the digital audio business, I can tell you that sponsorship and integration into podcasts is becoming an increasingly effective tool for targeting specific audiences at a controllable price. Podcasting of all types is gaining both acceptance and loyalty from an increasingly hungry market that wants to engage with media in methods of their own choosing.

Although I can not give you specific numbers, we can say with confidence that the advertising community is finding that when the right mix of podcasts is chosen for sponsorship and support, the renewal rate of those sponsorships is very high.
Tom Nims
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Tom Nims Entrepreneur
Technology Entrepreneur / Sr Partner, Bolton Group (Executive Search)
We are launching a new social podcast platform with the increased popularity of podcasting in mind. I don't know if podcasting will become a "primary" marketing channel across the board, but for products/services looking to reach a very targeted audience, it's the perfect platform. I do think podcasting will take much of the radio advertising dollars, thus making podcasting one of the marketing channels considered in most marketing strategies... exciting times!
Ed Frazier
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Ed Frazier Advisor
Vice Chairman of the Board at Rural Media Group
I listen to Biz Talk Radio. They podcast all the shows that go on the radio network. So I am seeing it as a perfect compliment to Radio advertising. Radio is still very cheap compared to other mediums based on its reach. Coupled with a podcast of the programs to smart phone apps I think the two platforms will provide anytime anywhere listening. Finding the right podcast can be daunting as well since there is a lot to choose from.
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