Marketers will be able to add preproduced podcasts to e-mail newsletters and track audience behavior.
Podcasts include any audio content, which readers can play either through their computers, on Apple’s iTunes or by downloading the audio file to portable players, such as iPods.
IMN is using the new feature in the October 2005 issue of “Informed Marketer News,” its own e-mail newsletter. In a literal case of “the medium is the message,” it features a podcast about the benefits of podcasting.
“A lot of major technology companies are doing podcasts on their sites as a way to engage their customers, so we see this as a way to take that content and get it out to a broader audience, and do so in a way that is measurable,” said David Fish, CEO at IMN.