In The Headlights: June 26, 2019 Issue

If you enjoyed our 2019 Marketing Trends report, we’ve refreshed it for the second half of the year. Find out what’s likely to trend for the rest of 2019 here.

Let’s talk podcasting for a moment. According to research firm Edison Research’s 2019 Podcast Consumer Report,

The audience for podcasting grew significantly in the past year. Today, 51% of Americans 12+ have ever listened to a podcast, with 32% having listened in the past month, and 22% in the past week. 41% of monthly podcast listeners say they are listening to more podcasts today compared to one year ago, with 13% saying they are listening to less. Finally, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts, compared to 7% who say they are less likely.

One of the most dangerous things marketers do with podcasts is treat them as a separate, independent channel. Podcasts must be a part of your overall digital content strategy. That means:

• Measuring your podcast effectively. Downloads are only a part of the picture. What about feed subscribers – are you tracking those? What about visitors to the show notes pages on the podcast’s website? What about feedback from the show, from listeners?
• Reusing podcast content. Are you providing transcripts – even automated – for your shows? If not, you’re missing out on massive organic search opportunities.
• Adding influencers. If having guests isn’t yet part of your podcast’s strategy, give it thought. The right guests can help grow not only your podcast’s audience, but also its business impact.
• Monetization. Once you’ve got a qualified audience, your podcast becomes more than just a marketing channel – it becomes a monetizable product in its own right.
• Measuring your podcast’s business impact. How closely tied is your podcast to your other digital properties? Can you see traffic and interactions from your show move into your marketing operations funnel? If not, integrate the daylights out of it.

A podcast is a rare treasure in today’s digital marketing. Like your website, blog, and email list, it’s one of a few channels you can truly own, land you can build on rather than building on rented land like social media platforms. Treat it as a product from the beginning, implement best practices, and you’ll see it grow not only into a reliable audience attractor, but a business generator.

Shameless plug: are you subscribed to In-Ear Insights, the Trust Insights podcast? If not, click here to get it, or search for In-Ear Insights wherever you listen to your podcasts.

This week’s Bright Idea is, of course, our refreshed 2019 Midyear Key Marketing Trends Report. Find out what’s been hot this year so far, and what’s to come. What should you be adding to your marketing arsenal? It’s great beach reading.

Get your copy of the 2019 Midyear Key Marketing Trends Report here >

• {PODCAST} In-Ear Insights: Combatting the Summer Slowdown
• 2019 Mid-Year Key Marketing Trends Forecast
• Marketing Analytics, Data Science and Leadership via June 24, 2019 Week In Review
• Problems with channel attribution analysis
• Google Analytics Most Valuable Page Reporting

Social Media Marketing

• Creating Instagram Ads That Convert
• Facebook Introduces New Cryptocurrency: Libra
• The Smart Audio Report from NPR and Edison Research, Spring 2019

Media Landscape

• 3 Ways to Improve Your YouTube Watch Time
• Methodology: State of the News Media
• Trends and Facts on Cable News

Tools, Machine Learning, and AI

• 7 Steps to Mastering Data Preparation for Machine Learning with Python 2019 Edition
• How AI Can Help with the Detection of Financial Crimes
• Examining the Transformer Architecture: The OpenAI GPT-2 Controversy

Analytics, Stats, and Data Science

• Understanding Cloud Data Services
• You Ask, I Answer: Implementing Personalization at Scale?
• Natural Language Processing Q&A

SEO, Google, and Paid Media

• Google No Longer Uses Social Profile Markup for Knowledge Panels
• The Ultimate Guide to Googles Custom Intent Audiences
• Extend the reach of your site personalization in Google Optimize

Business and Leadership

• Promoting an overdue digital transformation in healthcare
• Data Quality Case Studies: How We Saved Clients Real Money Thanks to Data Validation
• How automating AI empowers humans to master business innovation

Join the Club

Are you a member of our free, private Slack group, Analytics for Marketers? Join 300 like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

• MAICON, July 2019, Cleveland
• Content Marketing World, September 2019, Cleveland
• INBOUND, September 2019, Boston
• MarTech East, September 2019, Boston
• MarketingProfs B2B Forum, October 2019, Washington DC

Going to a conference we should know about? Reach out!

FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

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Trust Insights (trustinsights.ai) is one of the world's leading management consulting firms in artificial intelligence/AI, especially in the use of generative AI and AI in marketing. Trust Insights provides custom AI consultation, training, education, implementation, and deployment of classical regression AI, classification AI, and generative AI, especially large language models such as ChatGPT's GPT-4-omni, Google Gemini, and Anthropic Claude. Trust Insights provides analytics consulting, data science consulting, and AI consulting.