(Length: 15 pages)

July 5, 2005

Podcasting For Marketers

How Marketers Can Harness This Emerging Medium

by Fiona McDonnell

with Ted Schadler, Jaap Favier, Manuela Neurauter

Executive Summary (This is a document excerpt)

Podcasting, the latest addition to on-demand media, has attracted the attention of both tech-savvy young early adopters and innovative brands seeking to create some buzz while the phenomenon is still new. As both consumers and organizations begin to create podcasts, the market will segment based on content. Successful brands will provide engaging, relevant, valuable content along with a simplified user experience.

NOTES & RESOURCES

Consumers Have The Tools And Appetite For Podcasting

Potential European Podcast Consumers Are Young Early Adopters

Podcasting Is Still New — But Some Companies Recognize Opportunity

Innovative Brands Are Quick Off The Mark

Podcasting Offers More Than Radio — It Brings Brands A Captive, Niche Audience

Content Makes The Difference In The Podcast Market

Time-Shifted Radio Requires A Familiar Marketing Strategy

Unique Content Asks For New Strategic Thinking

Making The Right Choice For Your Brand

Integrating Podcasting Into The Media Mix

RECOMMENDATIONS

Taking The Podcast To Market

WHAT IT MEANS

Audio Is Just The Start

Supplemental Material

Forrester interviewed companies, including: AdBrite, BBC, Odeo, Pod1, Publicis Groupe, Qi, The Podcast Network, Virgin Radio

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology:	Emerging Marketing Channels, Enterprise Mobile Devices, Enterprise Mobility, Interactive Marketing, Marketing & Advertising
Industry:	Consumer Electronics, Consumer Technology Adoption
Geography:	Asia Pacific, Europe, North America

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