The podcast turns 4 this month, and over the last few years, we’ve seen a sharp increase in the number of people who download Podcasts. Podcasting is a relatively new technology in the world of digital media, allowing anyone from individuals in their mother’s basement to big movie studios to post an audio or video file to the internet in such a way that it is automatically downloaded by those who “subscribe” to that podcast. Now perhaps that lengthly explanation wasn't necessary, but, like I said, this is relatively new technology. Only four years ago this month, the word “podcast” had yet to be uttered. Today, about 19% of internet users have downloaded a podcast to enjoy it later, and they have literally thousands to choose from. While 19% may not seem very impressive, it's likely to keep going up and up as the medium gains momentum. What does this mean for your business?

    Whether you're a hospital looking to rise above the sea of healthcare marketing going on around you, or a retailer wondering how to make use of interactive media in your retail marketing, or the guardian of an aging brand wondering how to reach out to a younger generation with your brand strategy, podcasting might be for you.

    It just so happens I'm listening to a podcast right now. There's a show on NPR I'm never around a radio to hear live, but that I can download as a podcast. Not only has this allowed me to enjoy this programming I'd otherwise miss, but it has led me to audition some other NPR programming as well, exposing me to their sponsoring companies, even to consider making a donation!

    Think of the other great ways to engage potential customers with this medium. You could feature company news or new products in a weekly or monthly podcast. Talk about exciting new hires or technologies at your hospital. Does your product really shine when it's in use? Produce a video podcast showing your ingredient being cooked with, your product being tested for durability, your product being used in innovative ways, or how it compares to the competition. A podcast is also a great way to create a "culture" around your brand. For example, you might be a beverage manufacturer, which has nothing to do with music, but you know your customer base tends to like a certain kind of music. Produce a weekly podcast featuring up-and-coming artists you think your customers should know about. They'd soon come to see your brand as "in touch" with who they are, helping you stay top-of-mind for sure.

    These are just a few ideas off the top of my head. But at Meyer & Wallis, that's NEVER how we actually do advertising. Our creative marketing strategies are grounded in what we believe to be the best research and planning in the industry. And with new media like podcasting, it's still possible to do something no marketer has done before. Imagine what a "first" like that could do for a brand. We do. All the time.