Podcasts: A New Way of Advertising?

A podcast is a digital audio series made up of individual episodes that are available to anyone who wants to listen or subscribe. In other words, it’s basically a talk radio show without the music! Podcasts have been recognized since 2004, but have more recently been utilized as an advertising outlet. According to Apple statistics, there are 750,000 active podcast shows with more than 30 million episodes. These stats have advertisers becoming aware of the benefit of reaching such a large and engaged audience. Keep reading to learn why you should consider podcast advertising to maximize your brands marketing efforts.

Podcasts are Engaging

Since podcasts can conveniently fit into a subscribers daily life, they open up the opportunity for their listeners to engage. For example, if a subscriber begins to tune into a podcast in the car on their way to work, this will become their every day routine. They’ll continue to engage with the podcast, build trust with the host and will eventually value their opinion on whatever product or service is being promoted. 

Podcasts Have a Specific Audience

Every podcast episode will have a topic of discussion that coincides with the podcasts underlying theme. For this reason, it’s imperative to understand what that theme is before making the decision to advertise there. Being featured on a podcast also gives you the opportunity to not only connect with appropriate  listeners but also educate them on your brand or service. For example, one of our clients, Brian Gaughan from Integrico Composites was featured on Composites Weekly where he talked about post-consumer waste into long-lasting durable products. You listen to his feature here. Choosing the right podcast to advertise with is key to the success of your marketing.

Podcasts Are Shared on Multiple Platforms

There are several platforms where podcasts can be streamed. Some of these include the following- Apple Podcasts, Spotify, Patreon, Stitcher and Google Play Music. The majority of podcast hosts will publish their episodes on each of these platforms, making it easy for their subscribers to access and tune in to. This implies that your marketing reach will be widespread, allowing you to reach more potential customers.

In conclusion, businesses are exploring how podcasts can benefit their brand’s image. As indicated above, podcast advertising can be used for multiple marketing tactics as well as a way to give credibility to your business. Julie Dion, President of Dion Marketing was featured on Digital Bard for Dion Marketing’s award-winning campaign for water park “Hawaiian Falls.” You can listen here as Julie shares her execution strategy for this marketing campaign, the importance of online influencers and the steps for successful season-long marketing. 

At Dion Marketing, we are proud to say we are On the Ball with new trends in the advertising, marketing and public relations industries. We make our clients goals our goals and we have fun doing it! Head over to our Instagram to see some of our team members favorite podcasts and leave us a comment to tell us yours!