I found a great resource that explains web terms in plain, simple english. Play the videos below for an easy explanation of some common terms that are integral to our client web strategy. It will be easier for you to understand, and better enable you to pass along that knowledge to your clients.
Blogs in Plain English
RSS in Plain English
Podcasting in Plain English
Showing posts with label Podcasting. Show all posts
Showing posts with label Podcasting. Show all posts
Monday, May 12, 2008
Saturday, May 03, 2008
Knowledge is Power... and Profit
The Radio Audience Has Changed -- Has Your Marketing Strategy?
The two articles below paint a pretty clear picture of the evolution of the traditional Radio listener. Do your client proposals reflect these changes by incorporating effective Internet strategies to better reach your audience?
New ratings have been released, and a lot of stations have taken a hit. It's likely that analytics from your station website do not reflect the same data you're receiving from traditional ratings-by-sample-diary reports. Perhaps you've even seen a significant increase in Internet traffic. Do you know why? Do your clients? Are you educating them on the way today's Radio audience uses your broadcast and your website? Probably not.
The articles linked below provide valuable advice about your audience, but it's up to you to learn it and share it with your advertisers. Educating yourself on the new ways your audience uses media is the only way to continue creating more effective solutions to your client's marketing problems.
What's The Digital Application?
Interesting insights about how radio listeners -- in this case, members of station databases -- use other media and technologies, along with other revelations about how radio listeners' time is being sliced and diced by new media options.
Highlights...
Podcast Consumer Information
The Podcast Consumer Revealed 2008 is the third study in this annual series on podcast consumption, and contains data derived from the 2008 Arbitron/Edison Media Research Internet and Multimedia study. Highlights of this study were originally presented on April 16th at ad:tech SF.
Highlights:
The two articles below paint a pretty clear picture of the evolution of the traditional Radio listener. Do your client proposals reflect these changes by incorporating effective Internet strategies to better reach your audience?
New ratings have been released, and a lot of stations have taken a hit. It's likely that analytics from your station website do not reflect the same data you're receiving from traditional ratings-by-sample-diary reports. Perhaps you've even seen a significant increase in Internet traffic. Do you know why? Do your clients? Are you educating them on the way today's Radio audience uses your broadcast and your website? Probably not.
The articles linked below provide valuable advice about your audience, but it's up to you to learn it and share it with your advertisers. Educating yourself on the new ways your audience uses media is the only way to continue creating more effective solutions to your client's marketing problems.
What's The Digital Application?
Interesting insights about how radio listeners -- in this case, members of station databases -- use other media and technologies, along with other revelations about how radio listeners' time is being sliced and diced by new media options.
Highlights...
- Nearly three in ten report they listen to AM/FM radio less or a lot less at home.
- More than 95% have access to a high-speed Internet connection.
- About 95% have a cell phone -- seven in ten text regularly.
- Nearly six in ten now own an iPod or a similar device.
- Four in ten have a TiVo or DVR.
- Over half regularly visit social networking sites like MySpace, Facebook, and Classmates.com.
- More than four in ten have played Guitar Hero or Rock Band in the past year.
- Nearly one-fourth have participated in a fantasy league in the past year or so.
- More than two-thirds download/stream videos from sites like YouTube frequently/occasionally.
- Nearly half shop online each month.
Podcast Consumer Information
The Podcast Consumer Revealed 2008 is the third study in this annual series on podcast consumption, and contains data derived from the 2008 Arbitron/Edison Media Research Internet and Multimedia study. Highlights of this study were originally presented on April 16th at ad:tech SF.
Highlights:
- The audience for both audio and video podcasts has grown tremendously since last year.
- Podcast listeners enjoy additional listening opportunities.
- Podcast consumers are extremely attractive advertising targets, though difficult to reach via traditional interruption models.
- Podcast consumers are heavily involved with social networking.
- Podcasting is a viable alternative means to target attractive consumers who are otherwise proving difficult to reach with traditional advertising.
- Podcasters should consider lifestyles, context and even potential 'dayparting' for their audiences.
Monday, October 01, 2007
Blogs Become Key Marketing Tool for Legal Eagles
This is excerpted from a recent story in the Philadelphia Business Journal:
Blogs as marketing tools are being taken seriously by the legal, medical, banking, real estate, and other old-school professional categories. Podcasting is coming up fast as a new area of new media they can exploit.
Need a VBR for approaching this category?
You could start by citing the article above. Why not offer the opportunity to become the official source of legal advice on the radio station websites? Of medical knowledge? Financial advice? If they have an existing blog/podcast, we can repurpose the feed on a landing page within our own website. If they do not, we can assist them in producing the content.
While they may state they already have their own blog, nothing matches the power of the Radio as a way of telling the public about its availability, nor the built-in audience our websites can contribute in growing their audience. It's worked for Ask The Beauty Doctor and for Your Micro Minute. There are currently podcast pitches in the field for a "Green" report and a Money Minute.
Who will be next?
Lawyers are becoming quick learners in the blogosphere
Saul Ewing partner Robert Louis didn't know what a blog was three months ago. Now it is a key marketing tool for the 60-year-old trusts and estates lawyer.
"I talked to some of the younger people here and after they explained to me what a blog is, it struck me as a good way to get small bits of information to people without burdening them with a five-page memo," Louis said.
So in July, Louis started "Personal Wealth Law News," one of three blogs -- short for weblogs -- that can be accessed through the Saul Ewing Web site, and joined a rapidly growing number of lawyers using the blogosphere for marketing purposes.
Louis' blog updates readers on the latest trends in personal wealth law. A recent entry asks whether the estate of Leona Helmsley, the billionaire hotel owner who died last month, would have to pay federal estate tax for a $12 million trust to take care of her beloved dog (while her four grandchildren were guaranteed nothing). Louis offered a 150-word item asking whether the taxes would be paid from the residue of the Helmsley estate.
Blogs as marketing tools are being taken seriously by the legal, medical, banking, real estate, and other old-school professional categories. Podcasting is coming up fast as a new area of new media they can exploit.
Need a VBR for approaching this category?
You could start by citing the article above. Why not offer the opportunity to become the official source of legal advice on the radio station websites? Of medical knowledge? Financial advice? If they have an existing blog/podcast, we can repurpose the feed on a landing page within our own website. If they do not, we can assist them in producing the content.
While they may state they already have their own blog, nothing matches the power of the Radio as a way of telling the public about its availability, nor the built-in audience our websites can contribute in growing their audience. It's worked for Ask The Beauty Doctor and for Your Micro Minute. There are currently podcast pitches in the field for a "Green" report and a Money Minute.
Who will be next?
Friday, November 24, 2006
Word of Mouth Sways Women's Buying Decisions
From a recent Word of Mouth Marketing Association newsletter...
When it comes to influencing women's purchases, family and friends have the most impact, finds a recent survey conducted by WOMMA member company Ketchum.
"Before women go shopping, they go CROPing, looking for CRedibleOPinions," maintains Kelley Skoloda, Partner and Director of Ketchum'sGlobal Brand Marketing Practice. "They trim research time by consulting a few close friends and family members, as well as experts, local news andmagazines. These people offer credible opinions by validating research and helping to determine buying decisions. It's the intersection of two very hot marketing topics -- word-of-mouth and influencers."
Of the women surveyed, 91% indicate that family and friends give either "very" or "somewhat" credible information, and women follow these influencers' lead when it comes to making decisions about buying consumer-packaged goods, consumer electronics, and food.
Other findings:
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VBRs & HALF-BAKED:
When it comes to influencing women's purchases, family and friends have the most impact, finds a recent survey conducted by WOMMA member company Ketchum.
"Before women go shopping, they go CROPing, looking for CRedibleOPinions," maintains Kelley Skoloda, Partner and Director of Ketchum'sGlobal Brand Marketing Practice. "They trim research time by consulting a few close friends and family members, as well as experts, local news andmagazines. These people offer credible opinions by validating research and helping to determine buying decisions. It's the intersection of two very hot marketing topics -- word-of-mouth and influencers."
Of the women surveyed, 91% indicate that family and friends give either "very" or "somewhat" credible information, and women follow these influencers' lead when it comes to making decisions about buying consumer-packaged goods, consumer electronics, and food.
Other findings:
- 7 in 10 women do research prior to making big purchases.
- 25% of women claim they are the first to try new products and services.
---
VBRs & HALF-BAKED:
- Assemble a listener panel of female listeners to evaluate new offerings from clients.
- Create a weekly podcast convering cool things (advertiser services, products) in which our listeners would be interested.
- Connect the ideas above with an advertiser campaign of :60s that promote the web-component.
Tuesday, October 03, 2006
Disney Plans Ad-Supported Podcasts
This info is about Disney's podcasts for a younger audience, but the overall strategy has direct application to how we can pitch podcasting as another component to a client's ad campaign.
This news may represent a validation of the potential of podcasting -- Radio Disney plans to offer free, ad-supported podcasts that targeted children. Starting in June, Radio Disney began inserting ads into its weekly podcasts. Video-game maker THQ is among the first to sign on.
“For our advertisers, podcasting is just a part of an overall strategy they make with their brand,” says Jean-Paul Colaco, president-general manager of Radio Disney Worldwide. “It’s taking all the pieces and maximizes the impact.”
Disney has advantages over independent podcasters when it comes to ad-supported podcasts. First, parents know the Disney brand and are more likely to be comfortable letting children listen to Disney-branded podcasts. For advertisers, Disney provides an opportunity to provide exposure across a broad range of media types.
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VBRs & Half-Baked:
I've made the really important bits above bold in order to stand out, but I've paraphrased for the benefit of direct application to OUR audiences below --
This news may represent a validation of the potential of podcasting -- Radio Disney plans to offer free, ad-supported podcasts that targeted children. Starting in June, Radio Disney began inserting ads into its weekly podcasts. Video-game maker THQ is among the first to sign on.
“For our advertisers, podcasting is just a part of an overall strategy they make with their brand,” says Jean-Paul Colaco, president-general manager of Radio Disney Worldwide. “It’s taking all the pieces and maximizes the impact.”
Disney has advantages over independent podcasters when it comes to ad-supported podcasts. First, parents know the Disney brand and are more likely to be comfortable letting children listen to Disney-branded podcasts. For advertisers, Disney provides an opportunity to provide exposure across a broad range of media types.
---
VBRs & Half-Baked:
I've made the really important bits above bold in order to stand out, but I've paraphrased for the benefit of direct application to OUR audiences below --
- Podcasting is just part of an overall strategy
It's not intended to take the place of traditional media it enhances and complements the message. - A radio campaign that includes podcasting maximizes the total impact.
- Just as the Disney brand allows parents to trust the content to their children, the Mix and Fan brands also deliver an association to trusted content. If clients (like The Beauty Doctor or Columbus Micro) associate their podcasts with our stations, it falls under our trusted brand umbrella.
- It's similar to when you (as a salesperson) get a personal referral to a potential client -- you walk in with the credibility and trust associated with the referring individual. Think about how much more powerful a personal referral is versus a cold-call.
- THAT'S the power of a client associating their podcasts and content with our station versus trying to create that brand trust for content on their own.
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