The "To Podcast or Not" Conundrum
For some years now I’ve been commenting on the relatively big PR footprint that podcasting has in the media, and the relatively small actual usage of the technology itself. It’s why I haven’t rushed to do a regular podcast myself.
I was somewhat surprised at the seminar on Monday that so many arts marketers were interested in doing podcasts. It’s definitely now the becoming the flavor of the month — one of those new Web things that sounds sexy. But my point is that sure it’s sexy, but it takes TIME which is better spent doing other online marketing activities which may be less sexy but have more impact. (Like building your e-mail list.)
Lest you think think I’m just throwing cold water on a new technology that’s not e-mail marketing, read this from yesterday’s e-marketer.com posting:
Podcast distribution and viewing mechanisms are proliferating, but even the most widely consumed podcasts typically have under 50,000 downloaders – and most have far fewer.
iPod sales are seemingly unstoppable and downloadable serialized short content format is increasingly available. But, despite an incessant buzz about the medium, regular podcast users are still hard to find. As such, podcasting remains a niche-marketing channel. The question is: Will the situation change?