비지니스 모델로서의 포드캐스팅 ( Podcasting )

So here I have what I hope is a good business model for podcasting:


Getting awareness in an area in which I wasn't that well known among potential purchasers of a product.

A vehicle for "sponsorship" advertising ("...brought to you by Software Garden, producer of the training video...").

I get to build up my credibility and stature in a target market, create awareness of a product, and do good for the listeners, all at once. This is similar to the "business model" of blogging for many of us "experts".

And the costs, even going pretty much almost first-class (as you'll see I did), are much less than advertising and much, much less than direct sales. We'll see how it works.


관련 기사
http://www.webpronews.com/news/ebusinessnews/wpn-45-20050523ABusinessModelForPodcasting.html
http://www.forbes.com/markets/2005/05/25/0525automarketscan08.html
http://news.com.com/Podcasting+recreates+the+museum+tour/2100-1041_3-5723956.html




5 Reasons Podcasting Matters to Ebusinesses

1) Podcasts lower the threshold for publishing audio content.

Anybody with a computer, a mic and an Internet connection can now publish an audio show, creating competition for traditional radio. This also puts audio content publishing within the reach of any company. This is likely to result in an explosion of web-based audio content. It will make it possible to publish audio programming that would have been previously been cost-prohibitive.

2) Podcasts encourage two-way communication with listeners.

Because podcasts are built on RSS 2.0, the lingua franca of the blog world, podcast content is easy to subscribe to and blog about. This encourages other publishers to add their meta-comments about a podcast.

Because podcast feeds are often built with blog-tools, they frequently support comments and track back, which encourage a two-way dialog about the content. This two-way conversation is important, because it creates 3rd party content about your podcast, and encourages links to your content.

3) Podcasts extend the reach of Internet sites.

Web sites have limited opportunities to interact with their users. Users access web content within a limited time window, so your content will typically only get a slice of that time.

Podcasts can be listened to at any time, while a user is connected to the Internet, or via a portable media player. This effectively extends the range of web sites into times and places where users would not otherwise be giving their attention to web-based content.

4) Podcasting can be used to increase the frequency of contact with customers.

One approach to understanding the value of customers to a business is recency-frequency-monetary (RFM) analysis. It looks at customer interactions in terms of how recently they've visited a site or made a purchase, how frequently they visit or purchase, and how much they spend. An increase of any of these parameters increases the long-term value of the customer relationship.

Podcasts are being used to improve the "stickiness" of web sites. An effective podcast encourages listeners to subscribe to the podcast news feed. This lets users automatically download the most recent shows, increasing the likelihood of regular contact with customers.

5) Podcasts make audio files easy to find on the Internet.

News feeds provide meta information about MP3 audio files, making it easier to find relevant audio content on the Web. Podcasts are often created using blogging tools, which makes podcast feeds easy to frequently update. Frequent updates tends to provide a boost in search engine rankings, giving podcast audio content an advantage over other audio content on the Internet.