http://www.bizadvice.co.nz/the-good-the-bad-and-the-ugly-of-podcasting-for-small-businesses/ Auckland based accountants offering personalised accounting, tax, financial and business advisory services. Phone 09 449 0417 Fri, 26 Dec 2014 05:43:42 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.bizadvice.co.nz/the-good-the-bad-and-the-ugly-of-podcasting-for-small-businesses/comment-page-1/#comment-20 Claude Allen Thu, 04 Oct 2007 19:14:54 +0000 http://www.mark-gwilliam.com/?p=28#comment-20 Podcasting is certainly a tool for the small business to send their messages to the their existing and prospective customers at a relatively lower cost however I am doubtful whether it can really make or break a brand. There are four layers of brand loyalty – cognitive, affective, conative and action. Podcasting can act at the cognitive layer of the branding exercise, which makes customers loyal to information such as price, features and so forth. However, as a customer can have access or subscription to multiple information sources, any information about the actual or imagined better competitive features or prices can deteriorate this brand loyalty. Podcasting is certainly a tool for the small business to send their messages to the their existing and prospective customers at a relatively lower cost however I am doubtful whether it can really make or break a brand. There are four layers of brand loyalty – cognitive, affective, conative and action. Podcasting can act at the cognitive layer of the branding exercise, which makes customers loyal to information such as price, features and so forth. However, as a customer can have access or subscription to multiple information sources, any information about the actual or imagined better competitive features or prices can deteriorate this brand loyalty.

]]> http://www.bizadvice.co.nz/the-good-the-bad-and-the-ugly-of-podcasting-for-small-businesses/comment-page-1/#comment-19 Joan Akins Tue, 02 Oct 2007 19:13:22 +0000 http://www.mark-gwilliam.com/?p=28#comment-19 I am not too convinced about the ugly part of the article. What is more important for the subscribers of the Podcasting is genuineness and honesty of the message. Instead of making tall claims in our messages, which may result in post purchase dissonance for the customer, if we can deliver what we can promise the loyalty of customers can be attained. Thus, even a amateur but creative message can have desired effect on the brand loyalty. I am not too convinced about the ugly part of the article. What is more important for the subscribers of the Podcasting is genuineness and honesty of the message. Instead of making tall claims in our messages, which may result in post purchase dissonance for the customer, if we can deliver what we can promise the loyalty of customers can be attained. Thus, even a amateur but creative message can have desired effect on the brand loyalty.

]]> http://www.bizadvice.co.nz/the-good-the-bad-and-the-ugly-of-podcasting-for-small-businesses/comment-page-1/#comment-18 John Taylor Mon, 01 Oct 2007 09:11:45 +0000 http://www.mark-gwilliam.com/?p=28#comment-18 Podcasting certainly provides a media, which provides a level playing field for small players. It is less costly and can be easily managed for the scales small business can afford. It is targeted and focused. However, the key to win customers through this media is keeping them interested and engaging as they can choose to unsubscribe at any stage. The creativity and innovativeness in sending across the correct marketing message is a skill and small businesses need to develop this skill to make best use of this media. Then only one can say that Podcasting provides an edge to the small players. Podcasting certainly provides a media, which provides a level playing field for small players. It is less costly and can be easily managed for the scales small business can afford. It is targeted and focused. However, the key to win customers through this media is keeping them interested and engaging as they can choose to unsubscribe at any stage. The creativity and innovativeness in sending across the correct marketing message is a skill and small businesses need to develop this skill to make best use of this media. Then only one can say that Podcasting provides an edge to the small players.

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