Podcasting is online audio or video content that is delivered via an RSS feed. This technology gives listeners and viewers content on-demand. It works much the same way as syndication of other blog content.

The consumer finds topics that interest them and subscribes. They use a type of software known as an aggregator, sometimes called a podcatcher to manage these feeds. This works very much like a blog feed reader.

These can be downloaded to a mobile player or viewed directly on the computer. In 2006 it was estimated that 80% of podcasts were viewed or listened to directly on the PC where they were downloaded and never transferred to a mobile player.

In a 2007 survey, approximately 13% of all people have listened to one or more podcasts and this number is growing. The survey found more listeners 55+ than in the 18-24 age group. Podcast users are twice as likely to have incomes over 100K and nearly twice as likely to have incomes between 75K and 100K.

Owners of small businesses are finding that podcasts are an effective way to access or present information in a cost effective manner. 2007 forecasted sales for MP3 players are 120 million and 200 million for MP3 enabled cell phones. The potential market for podcasts continues to grow at a strong pace. Podcast marketing works well in combination with business blog marketing.

Podcast marketing is a form of broadcast marketing and this type of strategy reaches a wider audience. Podcasts can be both Audio & Video and reaches viewers who are looking for an alternative to reading web pages for information.

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