An investigation and conceptual models of podcast marketing

Abstract

While podcastig is growing rapidly and gains huge popularity, advertising has shown up as an emerging topic throughout the podcasting world. The objective of this study is to shed light on the potentials of podcasting as a new media technology for marketing, by investigating its applicability and effectiveness for targeted advertising and its value as a new way of communicating with captive audiences. Our study also tried to propose conceptual models for taking advantage of the unique strength of podcast technology to overcome the limitations of traditional channels and to enhance the effectiveness and efficiency of traditional marketing practice. For example, considered as a pull mechanism, podcast might be used to enhance marketing strategy for attracting a niche audience, particularly in the event that when traditional marketing approach becomes outdated or inconvenient for customers. A qualitative case study approach was adopted in our research to explore subject matter experts' experiences and feelings concerning adaptability of podcast to advertising, and moreover their expectations of podcasting as an advertising medium. Our research findings may be referenced by business executives and decision makers for the purpose of making favorable marketing tactics and catching the revolutionary opportunity and benefit of podcast advertising. © Springer-Verlag Berlin Heidelberg 2007.