Podcasting is definitely getting the attention of marketing and PR execs. Suddenly it is the hot item being discussed, , but as with all new things, many are cautious about implementation and results.
Here are some of the benefits as listed by Eric Schwartzman in his post about the Business Case for podcasting:
Podcasts allow listeners to time-shift and place-shift media consumption
Podcasts are 100% efficient, since episodes are only downloaded by listeners on an opt-in basis
Podcasts are easily accessible to a global audience that is not defined by geographic boundaries
Podcasts are heard by an educated, influential audience with a high disposable income
Podcasts afford companies the ability to leverage electronic programming without an outside news media filter
Podcasts are the most cost effective electronic media distribution channel available
The audience for podcasts in the US will increase to 25 million by 2008, and 50 million by 2010. eMarketer
Demand for podcasts is likely to grow from less than 15% of portable media player owners in 2005, to 75% by 2010 and more than half of all podcasts are consumed on the desktop. The Diffusion Group
An enterpise RSS service that allows you to syndicate content – text, images, audio and video = may be new, but it is fast becoming essential.