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Podcasting

The document discusses podcasting as a versatile media format, highlighting its potential as a business tool for effective marketing and communication. It outlines the strengths, weaknesses, opportunities, and threats (SWOT) of podcasting, emphasizing its ability to reach targeted audiences and improve brand visibility. Additionally, it provides insights into the effectiveness of podcast advertising and a brief overview of the podcast recording process.

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PODCASTING By- Pragya Modi (069) ACME
Idea Podcasting is a rampant media. It is similar to radio only in the fact that you can listen to audio Anyone can publish and produce RSS feed output much like a Blog. There are different types of Podcasting, Audio Podcasting,Video Podcasting, Music Podcasting etc. It can be used as a business tool for e.g.  It can be exploited fully by the corporate and marketers all over by using this media tool and integrating it into plan of action to achieve goals of the company.
SWOT Strength : 1) The ability to target an audience or customer. 2) It’s a low-cost message delivery platform. 3)The ability to send out different messages: audio and video. 4)Reading can be monotonous and hence podcasting helps in multitasking. 5)It involves freedom of blogging with didgital audio technology. Weakness : 1)Low awareness. 2)Still popular among techie set and not known by general public. Opportunity : 1)New concept and help as a great marketing tool. 2)Can advertise with it at low cost. Threat : 1)Internet space gets crowded easily and lots of clutter in podcasting. 2)People mindset of not leaving traditional sources like blogging. 3)Podcasting will still take time to develop.
Concept Development and Testing Corporate podcasting - They can set up internal or public facing podcasts. Irrespective of the size scale of business. -To make loyal audience who will listen to the podcasts from time to time. -This way the brand and all information can be communicated to the target audience . Business communication podcasting -Podcasting can be used as a tool for communication both internally and externally for an organization. -It is a wonderful medium for distance learning or helping to get a message across to the entire team uniformly.
Contd…. Podcasting can be used to interview clients convey success stories expose business trends become a trusted advisor source of valuable information This helps in increasing clients, higher reputation, and extends valuable branding to everyone whom the podcast reaches out to.
WHAT BUSINESSES GAIN?? Increase marketing reach and online visibility Improve sales & conversion rates Regular line of communication with subscribed listeners Value added content increases loyalty Industry news and trends sets business apart from the competition Interviews with leaders in your particular niche will establish your business as a respected leader in your niche or industry.
Business Analysis Podcasters typically cater to a niche group of listeners. By podcasting consistently on one subject, podcasters not only assert their expertise on the subject matter but also draw a loyal and devoted group of listeners. Right now, podcasting is free from government regulation. Podcasters don't need to buy a license to broadcast their programming, as radio stations do,   Podcasters can copyright or license their work --  Creative Commons  is just one online resource for copyrights and licenses. It’s a low cost tool.
Advertising Through Podcasting (FACTS) Advertisements in podcasts and online shows have a threefold ad effectiveness increase over traditional online video and a sevenfold effectiveness increase over television. Unaided ad awareness across two years of studies was 68 percent, compared to industry benchmarks of 21 percent for streaming video and 10 percent for television. Embedded ad placements are more effective than pre-roll ads across a range of audio and video formats, including varying spot lengths (:10, :15, and :30) and across show formats (produced and host-read). Advertising in podcasts and online shows is effective in moving users from awareness to consideration to purchase. There is a 73 percent average increase in likelihood to use/buy versus a control group. Podcast advertising leads to a more favorable opinion of an advertiser after hearing or seeing an ad. Sixty-nine percent of those podcast listeners surveyed had a more favorable view of the advertisers following ad exposure.
Creating A Podcast Recording a podcast is almost as easy as listening to one. Here's how the process works: Plug a  microphone  into your computer Install an audio recorder for Windows, Mac or Linux (free software for audio recorders includes  Audacity ,  Record for All  and  Easy Recorder V5 ). Create an audio file by making a recording (you can talk, sing or record music) and saving it to your computer. Finally, upload the audio file to one of the podcasting sites ( FeedForAll  has a tutorial on how to upload a file).
USES Individuals distributing their own radio-style shows. Distribution of school lessons Official and unofficial audio tours of museums, conference meeting alerts and updates By police departments to distribute public safety messages.
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