Podcasting; Digital Marketing on the go



During this era of digital advertising, podcasting has undoubtedly become a substantial channel through which consumption of digital content take place (McNurlin, 2009). An example of using a podcast as an advertising tool include the use of Apple iTunes app through which advertisers can upload their promotional media clips that are viewed by subscribers as they stream their preferred digital content (O’Brien, 2013).

The possible revenue model of podcasting would be through subscriptions whereby a fee is paid, and the difference between podcast and traditional advertising is that the former is based of digital content consumptions (McKeen & Smith, 2014). Some examples of mobile applications possible for use in podcasting include Apple iTunes app, Oracle, IBM among others.  

Podcasts allows brands to communicate to a captive audience. With lifestyle on-the-go, the power to have the podcasting on demand allows companies and brands tell their story anywhere at any time, which helps to establish authority in your industry and create advocates brand along the way.

You can use podcasts to assume a greater engagement to your current and potential customers, providing an email address associated with the podcast where people can respond directly to the content. This will also give you material for new content. In the next episode you can answer questions or deal with the feedback you received.


McKeen, J. D. & Smith, H. A. (2014). Making IT Happen: Critical Issues in IT Management, Wiley Series in Information Systems. New York, NY: Prentice Hall.

McNurlin, B. (2009). Information Systems Management in Practice (8th ed.). New York, NY: Prentice Hall.

O’Brien, J. (2013). Management Information Systems: Managing Information Technology in the Internetworked Enterprise. Boston, MA: Irwin McGraw-Hill. ISBN 0-07-112373-3     

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