Syndicate Panel – RSS, Blogging, Podcasting and the New Marketing Mix
The corporate marketing track started off with on a high powered note with Ryan Rosenberg and Marc Landsberg speaking and Chris Kenton moderating. It was that rare panel that you wish would not end. Kenton, a BusinessWeek columnist and head of the CMO Counsel asked excellent questions. Some highlights.
Rosenberg discussed the creation of podcasts in conjunction with the launch of Filemaker 7. The idea came from the PR team, not a top level corporate mandate. Initially they created scripts but went away from the scripts to keep it more conversational. They also recorded over the phone (rather than go to a studio) to make is sound more live and conversational. In the first 90 days 12,000 people have downloaded the podcast. Given the specificity of the content that seems fantastic. Next will be a series of Podcasts tailored to their vertical markets.
Landsberg discussed big marketing trends “innovation is coming from consumers, not corporations – they own the brands anyway.” He discussed the consumer value exchange equation = consumer give money and attention and get goods or services. New tools such as RSS, Blogs and Podcasts have the ability to effect that equation. He also nicely summarized where the tools fit in the acquisition to retention continuum.
Finally Kenton brought up measurability. Rosenberg felt results came from good content rather than from delivery. Landsberg felt that it is too early to determine ROI on RSS, Blogging and Podcasting initiatives, and that the focus should be on increased brand interaction and on measurables such as click-throughs, registrations and conversions.
Just scratching the surface with the above, I eagerly await the podcast from Chris.