What podcasters can learn from bloggers — David Finkelstein // BDEX
- Part 1Impression volume vs Quality — David Finkelstein // BDEX
- Part 2 What podcasters can learn from bloggers — David Finkelstein // BDEX
Show Notes
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02:58Lessons for podcasters from the evolution of bloggingPodcasters have adopted the "content is king" ethos from bloggers, recognizing its role in boosting visibility. However, podcast advertising presents unique challenges, requiring that advertisers be educated on the differences between advertising through visual media vs. audio media.
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05:36Challenges in tracking podcast conversionsQR codes in video podcasts can act as a mechanism for tracking conversions. The challenge is tracking conversions when its an audio podcast, and whether podcasting applications can build in the necessary capabilities for tracking website conversions from your podcast.
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07:21Enriching IP data for conversion trackingIt's possible to enrich IP address data from podcast listeners with conversion data from people who registered on your site. Matching based on IP addresses might not always work due to location changes, but first-party data can help correlate podcast listeners with website conversions.
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09:05The importance of first party data to understand the quality of a podcast's audiencePodcasters can gain better insights into their audience by collecting first-party data directly from listeners through sign-ups for newsletters or some other communication. First-party data is more valuable for audience understanding than relying solely on IP data.
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10:19Challenges with IP address data in audience identificationIP address data is challenging because it often covers multiple people in a household, making it difficult to pinpoint the exact listener. Additionally, connecting IP addresses to specific individuals within a household can be complex due to multiple email addresses and users.
Quotes
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"We use a QR code in our video podcast to track conversions when discussing our product. If someone scans it, I can see they came to our website from our podcast." - David Finkelstein
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"At BDEX, we're a big proponent of first-party data. It's always easier to learn about your customers through first-party data than it is to take a list of IP addresses and try to understand who those people are." - David Finkelstein
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"Even if it's a household IP address, connecting it to the actual listener is challenging. There may be four people in that household with eight associated email addresses, so we can't pinpoint the exact listener." - David Finkelstein
- Part 1Impression volume vs Quality — David Finkelstein // BDEX
- Part 2 What podcasters can learn from bloggers — David Finkelstein // BDEX
Up Next:
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Part 1Impression volume vs Quality — David Finkelstein // BDEX
David Finkelstein, Co-Founder and CEO of BDEX, explores the impact of volume versus quality in marketing. As advertising budgets tighten and performance declines, brands are increasingly seeking greater value from media buyers. Unfortunately, there's no motivation for media buyers to prioritize quality over buying volume when there's a chance of budget reductions if they can provide the same level of performance with less money. Today, David discusses impression volume versus quality.
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Part 2What podcasters can learn from bloggers — David Finkelstein // BDEX
David Finkelstein, Co-Founder and CEO of BDEX, explores the impact of volume versus quality in marketing. Podcast data collection for audience identification has been slow to evolve, predominantly depending on IP addresses, which presents limitations. While it's possible to connect downloads to website visits, pinpointing your audience based solely on IP addresses is a challenging task not encountered in the blogging realm. Today, David discusses what podcasters can learn from bloggers.
