Starbucks is planning on using podcast marketing as an integral part of its latest marketing push. With its "Coffee Conversations" program, available as downloadable podcasts, Starbucks exemplifies the creativity that can be used in podcast marketing. Using podcasts is a good way to offer useful information that customers love in a format that is easy to take with them, as well as simple to listen to on their own time. It is also easy for businesses to distribute podcasts by offering them on their Web sites or putting them on RSS feeds. Podcast marketing is becoming increasingly popular, and Starbucks adoption of it is one of the first major podcast marketing campaigns by a mainstream retailer.