Hey folks,

I love podcasts. I first discovered them through two very different sources: Freakonomics and IGN – a pop culture news and discussion site. This discovery came at an opportune time, as in my previous life as a consultant I often needed to drive long distances to client offices/manufacturing facilities in industrial estates on the outskirts of Bangkok, Thailand.

Podcasts further proliferated the mass consciousness through iTunes and like all other things on Apple’s app stores, have a rankings system. These top 20 podcast rankings are by category and are updated every hour! Thus begs the question, if your podcast makes it to the top of a competitive category, but chances are will only stay for one single hour, how do you market that?

Look at Bloomberg’s Masters in Business (MiB) podcast for example. I have never heard of it before and it only made it to the top 20 this morning. Most people, myself included, will likely not scroll past the top 20 on any given day, so how can Bloomberg be ready to market the s*** out of its podcast?

Is real-time marketing even real? How do you justify spending scarce resources preparing for an event that might never occur?

Perhaps there is a gap in the marketing automation market after all…

Signing off,
Navin

#bama513