| Ever since the internet has become part of our lives, | | | | pages and focused on one thing. The great use of this |
| we've all had to learn a new language. So I thought I | | | | is when you're launching a new product or a new |
| would write about three relatively new and exciting | | | | concept and you don't want to confuse your audience |
| online marketing tools that are inexpensive and that | | | | with all of the information you have on your corporate |
| could help you reach your customers more often. | | | | web site, so you create a small 3 or 4 page web site |
| Podcasts and Vodcasts. | | | | that is focused only on your specific initiative. |
| There is a long drawn out technical explanation for | | | | Of course you can have a link to your full web site, but |
| what these are, but I'm not smart enough to | | | | this allows you to measure who is really interested in |
| understand them, so I'll explain it my way. | | | | this specific offer. |
| I like to say they are "on demand radio and TV". | | | | A great example is what Dove did. They wanted to |
| Podcast is audio only and Vodcast is video. | | | | show women, particularly girls, that they don't have to |
| You can create your own radio or TV shows, that if | | | | fall prey to the unachievable image fashion magazines |
| they are of interest and relevant to your customers, | | | | and TV portrays. To accomplish this they developed |
| they will subscribe and watch or listen to them. | | | | the micro-web site where visitors would not be |
| It's a great way to provide added value to your | | | | tempted by Dove product advertising, rather they |
| customers. You could create a "How to assemble" | | | | could be informed and motivated to take action. Of |
| vodcast, or "The best way to buy a used car" | | | | course the Dove brand is there, but it's subtle and |
| podcast. This could be valuable information to your | | | | because of this Dove has become more than a soap |
| customers, and it will position you head and shoulders | | | | company in the eyes of their customers. |
| above your competitors. | | | | Technology is great, but it never replaces common |
| You can promote them on your web site, or post | | | | sense and sound strategy. If you want to try any of |
| them to podcasting portals like or podcast.net. | | | | these online tools, remember to think like your |
| Micros | | | | customer. What would they want to listen to or |
| A micro web-site is just that, a web site with fewer | | | | watch? Why would they invest their time? |