Online Marketing and Podcasting

There has been a steady upsurge of podcasting ever since the early 2000s and a slew of advertising campaigns that followed. Podcasts are touted as the future of radio, and judging by the rising popularity of the former and the decline of the latter, it looks to be true.

Now, to sum up podcasting: it’s basically audio series available online sometimes free, sometimes paid. It’s a great on-demand offspring of traditional radio but without the inherent difficulty of amateurs breaking in seeing as how it’s readily possible for anyone with audio recording and editing to podcast.

There are a few advantages of podcasting to traditional radio, chief among them being the sheer variety of podcasts available due to its more grass-roots origins. With this sheer variety comes a wide spectrum of listeners as well that would make perfect targets for an ad campaign.

Now I cannot emphasize enough doing research about which podcast one wishes to advertise and partner with. Smaller, relatively unknown podcasters are usually self-funded and just do it in their spare time while at the other end of the spectrum there are the ones who have already been sponsored by next to everyone and are operating at a fully professional level.

Usually, if you’re a new up-and-comer to online marketing and you want to go down the podcasting sponsorship route, the smaller ones are the best way to go. A small Google trends search will usually show how popular a show or series is and the same is true for podcasts.

The goal with patronage of a certain small-time-guy is to be the one to push him over the edge from amateur to professional podcaster. This more or less ensures an increase in attention for you and the gratitude of listeners.

A lot can be gained by the proper choice of who to sponsor and when to do it. There are many older podcasts out there who’ve already built strong and productive relationships with their long-time sponsors.

A few more words to the wise is that there are large scale advertisers who are specifically working with podcasters who jump on every opportunity to scoop up a popular podcast. A great example of this is when Mailchimp, an online email marketing service, landed a spot as a major contributor to the creation of Radiotopia, a group of podcasts that banded together to share both listeners and content.

As a whole the industry looks only to expand, if the ever increasing number of podcasts on iTunes is anything to be believed. Much growth can be garnered with a timely sponsorship and continued patronage of the right podcast.…

Apple & Microsoft: Politics vs. Performance

iPhone 5, iOS 6. Surface, Windows 8.
Scott Forstall was the man behind iOS and Siri. Steven Sinofsky was the President of Windows Division. The men were favorites of their founders, Jobs and Gates. Each has a long record of success. They were seen as successors to Ballmer and Cook.

Instead, within weeks after their biggest wins, the two arecast aside. Their former colleagues criticize them openly. What happened?If Your Boss Thinks You’re Better Than He Is…
… you’ll find yourself jobless.Scott Forstall

Forstall was the guy who looked at new stuff and might say That’s not how Steve would do it or Steve would want it this way. He should know, he came to Apple with Steve Jobs from NeXT in 1997. Jobs was his mentor and his sponsor.
Scott Forstall did not disappoint.

In his time at Apple, he had successfully supervised Mac OS X and iOS. He was the point man Siri and Apple Maps. He played crucial roles in the release of iPads and iPhones. In every case, he had been handpicked bySteve Jobs who backed him when he ran into roadblocks or opposition.

He did not always have cordial relations, but always delivered on his projects. He was called mini-Jobs. Fortune called him the next CEO of Apple.
After the Apple Maps disaster in iOS 6 (and iPhone 5), Tim Cook publicly apologized. Cook also asked iPhone owners to use Bing, Nokia or Google instead of Apple Maps. Cook appeared humble and leader-like to everyone outside. Internally at Apple, it was a humiliation and rebuke to the man in charge of iOS and Apple Maps: Scott Forstall.

Now, the other managers at Apple weighed in on how difficult and uncooperative Scott was. The circle was complete.
Scott Forstall was relieved of his duties. He will serve out 2013 as an advisor, before he’s eased out. No Steve Jobs to protect him now.Steve Sinofsky

Not long after he joined Microsoft in 1989, Steven Sinofsky met and impressed Gates. As successful record saw a meteoric rise, he also had the backing of Gates himself.

After successfully leading the Microsoft Office division, Sinofsky was asked to head the Windows Divisionafter the Vista disaster. Sinofsky delivered Windows 7 ahead of time, impressing both the consumers and company with software that delivered more than it promised. Just as he did with Microsoft Office, he raised the quality and reputation of Windows.

Powerful critics of Sinofsky within Microsoft lost their arguments and left the company— all except one.
Sinofsky was in the thick of things. He ran the Windows Division; he was in charge of developing Microsoft Surface; he was in charge of merging Zune and Xbox operations and software, integrating Windows Phone into the Windows superset; and so on.

He certainly was the most powerful man at Microsoft after Gates and Ballmer. He also overestimated his importance to Ballmer and Gates. The die was cast long ago. Right after the release of Windows 8 and Surface, Ballmer-Sinofsky showdown happened. Only person surprised by the “mutually agreed” departure was, perhaps, Sinofsky.

There are statements from Microsoft about how collaboration and horizontal integration are important. All of them mixed with whispers of how uncollegial the “empire builder” Sinofsky was.Questions?

Clearly, both Sinofsky and Forstall were high achievers and remarkable talents— more so than all, or at least, most of their peers. No place for the talented in Apple and Microsoft, if they argued with their colleagues?

Even if Forstall and Sinofsky were obnoxious, as people would have us believe, why were Cook and Ballmer unable to control them or compel them to work with others? What does that say aboutTim Cook and Steve Ballmeras leaders?

Apple and Microsoft are managing with a depleted bench. Sinofsky’s job is shared by two managers promoted from within, neither likely to replace him in the long run. Forstall’s job is given to a manager who retired (rather than tangle with Forstall) and came back. Where are these tech giants going to find a new generation of leaders with vision any time soon?Recommended PostsTuesday, August 6, 2013
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Apple, Google and Microsoft, with their iOS, Android and Windows have a huge stake in cornering the tablet world. …Sunday, December 16, 2012
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Now, fifty years old, mouse is under siege from newer technologies: …Friday, August 17, 2012
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Update (September 12): Everything in this August 17 article has come…

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