Wednesday, March 08, 2006

Arc Worldwide Counsels Marketers on Use of Video Podcasting

Arc Worldwide is announcing a series of tips and strategic advice for marketers interested in engaging consumers through video podcasts, basing its counsel on research conducted by Arc's consumer-experience planning team.

"Our on-demand culture, spawned by new ways to easily syndicate content, is changing how and where marketers reach their valuable customers," said Matt MacQueen, experience planning director at Arc. "While mass advertising won't go away, marketers can't just push it anymore with the same success. Consumers are in control -- now it's about finding smarter ways to engage them with branded, relevant content. Progressive marketers need to work in emerging channels where the people are. Today, one of those dynamic new channels is the video podcast."

A study by Pew Internet & American Life Project complements Arc's qualitative research. According to the report, more than 6 million of the 22 million American adults who own iPods or MP3 players have downloaded podcasts. Bridge Ratings, which measures radio audiences, has said podcast audience growth is expected to reach a conservative 45 million users by 2010, while aggressive estimates place this number closer to 75 million. As a marketing innovator, Arc has taken an active role in counseling clients on the correct strategies for using this new communications medium.

* Consumers want to be heard, and now have the media at their fingertips
to make that happen. Consider how a companion website or blog can
complement your podcast, and build in feedback mechanisms to create an
earnest relationship with your audience through the podcast. Listen to
and respond to criticism openly.

(Read More)

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