Social marketing techniques such as blogging, wikis, podcasts, twitter, and virtual worlds have given marketers an extraordinary range of opportunities to reach out to audiences. But do these techniques really pay off—or are they just trendy alternatives that offer no measurable return on marketing investment?

Each of these new disciplines has advocates; however, podcasting in particular has seen remarkable growth over the past two years and is becoming a standout because of its multilevel benefits.

Despite the name, one does not need an iPod or any sort of MP3 player to listen to a podcast; in fact, nearly half of podcast listeners use their computers. A videocast (or v-cast) is a podcast with an accompanying video or slide show.

Podcasts and videocasts can be listened to or watched live, at a predetermined time, similar to a radio show, but they are available to be downloaded any time.

Podcasting requires a commitment of time and budget to become a successful part of a company's marketing plan. A successful podcast strategy includes a podcast or v-cast full of solid content, presented in an entertaining way, on a regular basis.

Podcasts provide a vehicle for sharing information and opinions with current and potential customers—information that reinforces a brand and positions one as an industry expert. Though it might be tempting to use a podcast to advertise a company or service, the point is to enable a podcast to be an ongoing promotion by providing useful information.

Podcasting as Art

Gary Vaynerchuk is the owner of Wine Library, a wine store that caters to collectors but is also a resource for customers who need wine recommendations. Vaynerchuk thought to spread the word about his passion for wine through a weekly podcast. Not even "Gary Vee," as he has become known, could predict that his high-energy podcasts would help him become something of a media star.

His podcast segments have generated so much buzz that he has been invited to appear on popular television programs, including Ellen and Late Night with Conan O'Brien. Through his unique approach, he has taken the art of podcasts to a whole new level.

Vaynerchuk's podcasts are successful in part because they are highly engaging and entertaining. Dubbed The Thunder Show... "the Internet's most passionate wine program," they appeal to a variety of market segments, including collectors, novices, and people who just enjoy a good bottle of wine now and again.

Because they give relevant information, the podcasts brand Gary Vee as the resource for wine. As a result, his business is prospering and he is quickly emerging as a highly regarded wine expert in a crowded industry.

The idea behind podcasting or v-casting is to take a company's marketing efforts and amplify the effects to reach multiple, yet distinct, market segments. A company's core competency is what differentiates it from competitors. Podcasting can help to leverage an organization's expertise.

So, is podcasting here to stay, or is it a passing trend? A recent survey by Arbitron/Edison Media Research found that the audience for podcasts has gone way up. Their 2008 study, The Podcast Consumer Revealed, published in April, found as follows:

• Awareness of the term "podcasting" increased from 22% to 37% in the past year.
• The audience for audio podcasts grew 18% in the past year.
• The audience for video podcasts grew 10% in the past year.
• Podcast listeners are well educated, have higher-than-average household incomes, and are an attractive advertising target.
• Though podcast listeners are much more likely to block unwelcome advertising than the general public, they are no less likely to click on relevant advertising than other Internet consumers.
• About 30% of regular Internet users have downloaded a podcast.
• Some 49% of podcast consumers watch or listen to podcasts on their computers.