When an individual is venturing into the business world or is already engaged in a particular type of business, then it is almost necessary to understand the lanes and by-lanes of online marketing. The online field is robust and filled with opportunities for budding entrepreneurs. The provision provided by the internet has led business owners to find out innovative methods for promoting and expanding the business. Business persons can actively tie the business enterprise with an online platform for reaching more customers that will help in building a wider customer base.
The necessity behind online marketing
It is true that there is an offline market that allows business owners to trade, but in the present situation, the use of the internet is so common that almost everyone uses the internet for finding out service providers or shops. Even small businesses that are operating in a localized area need to be featured on the internet so that people get to know about that business. The lack of knowledge or awareness among the public with regard to a particular business enterprise will only shrink the clientele of the business. The absence of online presence also hurts the credibility of a business in the present world.
This happens because most people are dependent on the internet for information and if an established business has no online presence then people might not give much importance to the advertisements of such businesses. Therefore it can be understood that without building an online reputation the business won’t flourish properly.
Marketing through advert creation
Advertisements are well-known to business owners and are often used for promotion. However, the presentation of advertisements has undergone a sea change in the past few decades. Hoardings, banners are well-known forms of offline promotion of products. In the online world too banners are being used. But the excessive use of banners has led to the untoward effect which is known as banner blindness. This effect has caused the virtual audience to ignore banners as soon as those appear on the screen. Therefore more innovate methods have to be used for promoting products and so advert creation is no longer limited to graphic designing and catchy lines but also include videos, audio clips, an album of related snaps, etc. Therefore instead of directly showing a product a brand story is developed and showed that engages the interest of the audience in the business products. It requires effort and intelligence to build adverts that will not come across as a plea for selling but as an attractive piece that weaves a story.
The introduction of podcasts was to provide the virtual audience with an option to view and/or listen to episodes on a topic. The episodes are created by a person who has a particular theme and purpose. The designing and the use of video or audio depends on the choice of the podcaster. The simplicity that is present in the case of podcast download turned the attention of digital marketers to focus on this untapped source.
The podcast can be accessed without using data if a person is in a Wi-Fi enabled zone. The downloaded podcast can be played on any media device at any given point of time if a person is subscribing to the podcast series then the next podcast will be automatically downloaded in the media device of the viewer.
Creating the best digital marketing podcasts requires a lot of planning. There has to be a thematic link between the various episodes of a podcast. There is full artistic liberty to make the podcast as graphically vibrant as possible, but the main thing that should ever be forgotten is that the podcast should be lucid and understandable. Creating a podcast that creates nothing but confusion will not provide a digital marketer with the necessary attention of the virtual audience. A digital marketer can gain a lot of leverage if the podcasts are framed wisely. As both audio and video files can be made into a podcast, so the marketer has the choice to play with different types of media for creating the most effective podcast.
The utility of podcast over other forms of marketing is delineated through the following points:
1. Formation of a strong client base
The audience subscribing for a podcast might be quite low compared to followers on other online platforms but usually when a person or virtual visitor subscribes for viewing the episodes of a podcast, then it can be affirmed that the individual is truly interested in the business product. Therefore the client base that is created through podcast subscribers can be deemed as a steady customer base.
2. Seeking out the target audience
As the consumers are the ones who make a business popular so for business owners, it is important to find the target audience. The viewers of podcasts are in a way the target audience of the business owner because they are enjoying and engaging with the brand content voluntarily. In other cases of advertising the business owners are presenting the promotional content and story updates to all the whole virtual audience. The target audience has to be found out a form that enormous pool. But when podcasts are produced, then the subscribers is the target audience of the business enterprise.
3. Provide a time-efficient approach
There is no upper limit with regard to time for making a podcast, but usually, podcasters try to keep the episodes 30 to 45 minutes long. Once the podcast is made, then it can be easily updated if required and so it saves time where other forms of advertising might require the use of new templates. The subscriber of a podcast also doesn’t need to waste time for listening or viewing the podcast as it gets downloaded and so can be viewed at one’s convenience.
Hence, online marketing is filled with various opportunities, and it is important to review those avenues and then arrive at the decision of formulating the best strategies for online advertising.
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