One thing that the year long study performed is it brought to light a little discussed aspect of business marketing. We here about recognition, awareness and conversion rates, but little about perception.

When you are shopping around for a product or service and you scour the internet ads and marketing copy, you will recognize known products and businesses, you will become aware of one’s you knew little about and you may end up buying something from either one. Learn more about Norman Pattiz: and

But what is your perception of that product or service before you decide to buy or not? And more importantly, how do you think that perception plays into your buying decision? It may be subconscious on your part, but perception is a big part of reality.

Podcasting has now been proven to raise or change a consumer’s perception of a product, and usually in a favourable light. Knowing this, businesses will now, if they haven’t before, make a conscious effort to not only bring the awareness of a product to a consumer but to target their perception of it as well. Let’s say you trade on the forex market, and only trade pairs in Europe.

You could trade currency pairs in Asia, but your perception is that Asian currencies are too volatile. A broker will want more business trading those pairs, he or she knows what the perception is, so they will make a podcast designed specifically to change that perception. In days past, brokers may have only focused on the recognition aspect of their marketing because they thought they were not in the business of changing people’s minds or trading habits.

With this new research that Edison did though, business owners and entrepreneurs now know that it is in their best interest to not so much change peoples’ minds, but to alter their perception of a product for the purpose of higher conversion rates.

You could say that a business owner/podcaster has to change their perception of a sales tactic and implement it accordingly in order to change the perception of a potential customer. It goes hand in hand most of the time and actions like these are what changes marketing trends.