PODCAST AS A MARKETING TOOL

Among the many marketing tools that the age of the internet has provided to us, podcasts appear to be among the list of simplest and economically less demanding. In recent times, we see influencers around us trying to expand themselves through the same, in an attempt to establish themselves as learned people in the field. Let’s explore how the influencers have been exploring this tool and why people are consuming it. 

NEW AGE MARKETING AND NICHE AUDIENCE 

In the first year of the pandemic, India’s podcast consumption surged by 29.3%, according to KPMG’s Media and Entertainment Report 2020.. 

The podcast offers a screen-free option for listening to stories and news, as well as taking part in debates and interviews, and this came in handy particularly during the COVID times, where we see Spotify coming up with a lot of original podcasts to catch up with the sudden surge of demand for such content. 

The consumers of podcasts have claimed to have a really deep connection with the hosts of these podcasts; they believe the host to be an intellect, and the information coming from them is conceived to be useful, and this is particularly for self-awareness and self-motivation. The boom of such content is also supported by features like youtube shorts, where one can very easily stumble upon a snippet from BeerBiceps with the guest from a prominent position talking about their life experiences in an easy going and grounded conversation about life but this is what it does on a moral level, what it does on the economic front is enhance the SEO ratings of say, the company whose founder was featured in one such podcast where the traction is noteworthy. 

What this does is create an audience who is here for what is to be offered by and through the podcast session while also establishing itself as an effective marketing tool.

WHY ARE PEOPLE INTERESTED? 

The demarcation that podcasts have been able to have over the little time that it has been introduced is that it isn’t all about selling something. It can be perceived as a trade-off where the listener also emerges with some sort of new information, from the host of the podcast or the guest of the podcast. 

What this does is ensure more traction to your platform, moreover, given that the podcast industry has been recognized as a potential game changer in the field, because they thrive on firstly, providing a tailored engagement for the new generation, and secondly they successfully sell the idea of “infotainment”, because you are educated as well entertained all through the same platform.

This comes at a time when broader themes around these subtopics have been gaining popularity among the masses. The kind of brand value one can create through podcasts is one of a kind because of these reasons.

MARKETING STRATEGY THROUGH PODCASTS 

We can’t deny that presence on a podcast can lead to quick promulgation of word of mouth, and what it also results in is nothing but quality content to come out to the users. The content presented should have the kind of impact that stays with the users even when the podcast ends; however, there are a few disadvantages of this medium, as highlighted below. 

1. Lesser Engagement 

A product or service is more appealing to a consumer when the product is visible either in real time or virtually. However, podcasts limit themselves to only promoting products or services through a medium of voice (like radio). This ultimately reduces the attractiveness of buying a product. 

2. Accessibility 

Podcast marketing restricts the scope of customer acquisition and retention of a diversified range of customers. This is because of the limited audience for a specific genre of podcast. Hence, a major chunk of consumers largely remains unaware of the products. 

In all, podcasting has proved to be massively helpful for brands to become a household name, but all endeavours within the marketing world need to be taken with full awareness of the impact and the revenue generation it could bring for you, hence it’s always suggested to approach a good marketing firm to ensure that you get a head start and you can make your effort count.