Comments on: Podcasts Yield High Return on Investment for Businesses – Part I

By: Aashish Washikar

Aashish Washikar — Tue, 20 Jul 2010 20:31:36 +0000

Hi Louis,
Yes, the idea of ‘Podfomercial’ is absolutely new to me and interesting aswell. However I second to what Dave said, the ROI is measured but not quantified. I think today every marketeer wants to have some ROI. While the calculation you mentioned definately throws some light on ho to generate ROI but could you please elaborate.

Thanks,
Aashish Washikar

By: Stephen Lawes

Stephen Lawes — Sun, 31 May 2009 20:49:50 +0000

I enjoyed the article. I like the idea of a “podfomercial”. I hadn’t heard the term before, but just reading about it stimulated some ideas in me about how that might be a very effective marketing tool.

By: social media markeitng expert

social media markeitng expert — Tue, 26 May 2009 07:54:15 +0000

Hi Louis,

Importance of Podcasting is very well explained. I agree that Podcasts have become one of the fastest growing media and as an online marketing personnel, I believe online marketing efforts should increase the focus on podcasting.

Best Regards,
Nipa Shah
http://www.jenesysgroup.com/

By: Louis Del Monte

Louis Del Monte — Fri, 15 May 2009 22:45:36 +0000

Thank you Dave for your thoughtful comment and insight. We measure the ROI on audio podcasts using trackable phone numbers. On video podcasts we use unique landing pages and trackable phone numbers. This allows us to measure the number of leads and/or sales generated by the podcast. Since we know the production and hosting cost, we can calculate the cost per lead, cost per sale, and return on investment (ROI). Obviously, the ROI increases with time as more people find the podcast and respond to the call to action. I hope this provides further insight into how ROI may be calculated.

By: Dave Burckhard

Dave Burckhard — Fri, 15 May 2009 22:19:43 +0000

This article is true and factual as it goes. However, I was disappointed in that ROI is mentioned but not quantified. How does a business measure podcasting return on investment.? Indeed, podcasting is highly affordable and effective but until one can measure the costs to podcast against savings realized or margin gained, it’s a difficult “sell” to business and organizations tenaciously bound to traditional methods.

Yet, even with this situation the very fact that podcasting is growing in popularity should be its own appeal and cause for consideration. Business leaders who are sit back with arms folded trying to figure out how podcasting will benefit them are falling behind competition who are finding creative means to exploit podcasting.

Considering the case where a business-to-business company replaces just one month of ad placement in one print medium and, with the savings, spends it on a full year of monthly video podcasts that reach nearly all of its target audience, it’s not hard to imagine how podcasting can be so compelling a communication medium for business. That’s a return on investment that any business leader can understand.

Dave Burckhard
National Podcasting System
http://www.nationalpod.com