Companies that embrace multimedia marketing online often find that they get a big bang for their buck; the investment is typically minimal, so any response you get puts you in the plus column.
That said, you do need to track the performance of your podcasts and videos. Just what should you be looking for—and how?
Tracking the performance of your podcasts is a two-fold process. You should track the individual downloads of each podcast episode, as well as the overall number of subscriptions you get for the podcast feed.
Let’s start with feed tracking. Assuming that your podcast is distributed via multiple channels (your website, the iTunes ...