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The Marketing Edge, one of the longest running marketing and public relations podcasts.
Host Albert Maruggi weaves his 25 years of marketing and PR experience across business, technology and national public affairs in interviews with newsmakers, authors and business leaders.
Maruggi is a frequent speaker and conducts workshop sessions on new media. For more information or to discuss your business challenges and goals, e-mail him.
Marketing Sherpa published a ?Podcasting 101? primer yesterday (Aug. 22) that included some great, basic points about podcasting and how to get started down that exciting path. There are some holes in this Sherpa guide, though, and today?s Marketing Edge podcast will serve as ?Podcasting 102 and beyond.?
Provident Partners, the group behind the Marketing Edge podcast, has been producing this podcast and clients? podcasts for nearly two years, which Marketing Sherpa?s report will tell you is pretty much how long podcasting has existed!
Today?s podcast covers four main topics and their close connection to successful business-focused podcasting:
-?The medium is the message?: Keep this in mind as you plan and execute your podcasting strategy.
-Podcasting statistics: What do these numbers about podcast listeners, regular listeners, how many people have heard of RSS feeds, etc., mean for the business podcaster?
-Content: Don?t regurgitate content from another medium. Podcasts are unique in several critical ways (time shifted, designed for the listener to be in control, portable), all of which affect your content creation process.
-Marketing mix: How do podcasting and vidcasting (podcasting with video) fit into your overall marketing mix? Integration of messages and strategies is key. How do you make it work?
Today’s post is part 2 of our interview with Steve Kind, president of Be Wise Technology on the topic of search engine optimization.
One of the big questions we cover today is, what are “reciprocal links” and how important are they in improving your search engine rankings? Steve and Albert Maruggi, president of Provident Partners, cover this and more on the topic of SEO.
At last, we have a decent survey about business executives using podcasts. Decent meaning it has quantity ? more than 4,000 respondents ? and quality ? those respondents are registered users of a Web service delivering information about technology to decision makers and researchers.
KnowledgeStorm, the Web-based resource for business technologies and applications, and Universal McCann, the integrated communications and creative marketing agency, teamed up to conduct an insightful look at a segment of business podcast users.
The results are highlighted in an article in BtoB magazine (and on its Web site here). Thanks to Matt Lohman, director of market research at KnowledgeStorm; Stacy Malone, VP of interactive media director at Universal McCann; and Doug Kaye, founder of IT Conversations, for being interviewed in today?s podcast.
Albert Maruggi, founder of Provident Partners, discussed some of the highlights of the survey. Would you ever have guessed that 69 percent of respondents listen to podcasts at their desks? Lohman has a thesis for this characteristic he calls the ?sampling crowd.?
Malone outlines one of the major opportunities she believes the survey reveals and the void in podcasting today that can be filled by those willing to take the time.
And while podcasting has captured the spotlight and pack journalism coverage during the past year, Doug Kaye?s IT Conversations has built a loyal and intelligent community with its audio discussions and presentations in MP3 format since June of 2003.
Have you been examining search engine optimization lately? I?m amazed at the difference in pricing across the board. The other issue is how often does your site need to be overhauled to meet your objectives. After all, can you always be the first ranked site?
In this podcast, Albert Maruggi, host of the Marketing Edge and president of Provident Partners interviews Steve Kind, president of Be Wise Technology. Steve?s insight into these and other topics may save you frustration and money. I met Steve while giving a speech to the Marketing Association of Southern Minnesota. A copy of that presentation is located on the Provident Partners website. If you have questions about Search Engine Optimization (SEO), email Steve or call him at 507-387-WISE (9473.
You can email questions or show topic ideas to Albert or call him at 651-695-0174
Albert Maruggi, president of Provident Partners, interviews Joy Gendusa, founder of PostcardMania. Many marketers are confronted with the dilemma of using effective, measurable tactics, and while digital tactics like email are full of wonderful statistics and inexpensive, there seems to be trouble in email paradise. The overuse of email marketing, advances in technology to prevent unrequested email, and other types of obstacles, have tainted the original appeal of email marketing, especially for finding new prospects.
This podcast highlights how direct mail is being used in a integrated, multiple media approach for marketing campaigns. ?It never ceases to amaze me how every mailing we implement gets some response. I believe the postcard is a complementary tactic and when incorporated with other timely tactics such as calling, targeted Google Ad Words, or events, achieves marketing objectives like increasing brand ID, advancing he sales cycle or generating inquiries,? said Maruggi.
This podcast is a casual conversation about the types of direct mail and the timing of its use in a big picture marketing program. About.com also has a good overview of effective direct mail best practices as a resource for marketers.
The age-old question ? which is just a few months old, really ? for podcasting is, ?Who is listening to my podcast?? The answer may well be revealed by using Individualized RSS, or IRSS. Paul Dunay, head of global field marketing for Bearing Point and the author of the Buzz Marketing Blog, writes:
?Enter Individualized RSS ? or IRSS. IRSS gives each feed a unique identifier, which is created during the subscription process. This is a significant step forward. With IRSS, you no longer are looking at a sea of subscribers who want your content. Instead, your feeds become distinct streams flowing to uniquely numbered groups. As a result, you can study and gather more data on each feed, such as measuring page views.
Albert Maruggi of Provident Partners interviews Paul Dunay in this episode of the Marketing Edge podcast. Using IRSS capability on the server side of your Web site allows for a unique identifier for all of your podcast subscribers. It?s similar to a tracking cookie for podcast subscribers, if you like that analogy, and it is a comprehensive way to understand in greater detail the information your listeners want and how they are interacting with your company. It has helped Bearing Point discover that its podcast page is one of the most consistently read pages on the global consulting firm?s Web site, and one that regularly captures dramatically longer viewing times than any other page.
It?s official: The Web has come out of it?s text-only shell. The early adopters of podcasting and video on the Web have made it safe for others to dip their toes into the multimedia waters.
This episode of the Marketing Edge podcast is loaded with examples of how multimedia is being used and why to jump in. It uses the lightening rod of a Forrester report by Charlene Li, which estimates that only 1 percent of internet households use podcasting. Many critics raced to rebut the Forrester report, including Nicole Simon of Corante, and John Jantsch of the Duct Tape Marketing blog, who contributed reasoned responses.
Albert Maruggi of Provident Partners adds a key point in this podcat: Podcasting is about the quality of listeners, not the quantity. This is especially true in business-to-business uses of podcasting.
Multimedia continues to grow in terms of both audience and content creators, according to Comscore.com and eMarketer. Very recently, video was mostly out of reach for midsize businesses as a communication format because of cost and distribution. Now it?s a question of which format – audio or video – is the right one to implement in a marketing mix.
Rich media continues to be on the rise. The cutting edge applications include Camtasia and Acellacast, provided by Acella Communications. These applications and communications platforms enhance a company?s messaging and provide for greater interaction. Use of Flash, video, audio, animation, PowerPoint and several other technologies to communicate and engage the viewer can be incorporated into dynamic rich media presentations using these and other technologies. Any interactions in these applications generate and help qualify leads from your Web site.
Today?s installment of the Marketing Edge podcast features Alex Laats, president of PodZinger, in a discussion with host Albert Maruggi on multimedia search technology for content creators.
As Web sites increasingly add audio and video formats to their information content, consumers and creators alike see the need for a new generation of search technology. PodZinger is a search engine that fulfills that need, giving Web searchers the ability to move beyond text and accurately search spoken words within audio and video content online.
PodZinger enables users to find content anywhere within audio and video podcasts and jump directly to the point where their keyword is spoken. Using speech-to-text technology, PodZinger makes audio and video content searchable, a powerful revolution for communicators who are playing in the Web?s new-media landscape.
?Communication to customers involves content that businesses want to make available to everybody, and it?s important that it be found via search,? Laats said in the podcast. ?When you put an audio or video podcast on your site and no one can search on the content in that podcast, it?s like putting a black spot on your site. It?s like black space, and what?s the point of black space when you?re trying to enable discovery??
There are plenty of How-To magazine formats for sports, recreation, and hobbies, but a How To run your business? In the Minneapolis/St. Paul metro there is such a venue it’s called Upsize Magazine.
In its five years on the market, it has developed a fairly sizable and regular readership. Albert Maruggi of Provident Partners, interviews Beth Ewen is the editor with a firm grasp on the pulse of readers. Apices has the liberty to give the readers what they want and the sensitivity to understand the demands of he advertisers as well. This How-To format acknowledges that there is synergy among buyers and sellers in a close knit business community.
Those advertisers with the patience to provide some of the expertise that the readers require will also build a relationship though this casual format. If the How To format exists in your local market, marketers should give it a detailed examination. If not, then perhaps there is an opening that needs filling.
Upsize completes against magazine like Twin Cities Business and Minnesota Business. Although each magazine does a great job of catering to its unique niche in the region. I believe it is just a matter of time before all of them are using podcasting as a medium for some of their editorial.
The real-time news cycle has created pressure on companies in fast moving situations to make a quick decision on whether to hold a news conference or issue a statement. This Marketing Minute by Albert Maruggi highlights the pros and cons of going in front of a crowd of journalists.
It is a difficult decision that includes several considerations among them, information available, pending investigations, and external news events. Maruggi references a January 16 fatal incident involving a Continental Airlines flight and a contracted mechanic who was killed during a maintenance procedure.
Maruggi also references Anderson Cooper’s coverage of Katrina and the West Virginia Sago Mine tragedy.
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