A study on the effectiveness of podcast as a marketing strategy was conducted in the second half of 2016 by Edison Research, a leading research firm. The results of the study were recently announced by Norman Pattiz, the founder and executive chairman of PodcastOne, and Tom Webster, the VP of Strategy at Edison Research.
An online survey of listeners of a number of leading podcasts was done before rigorous marketing campaigns were launched on the podcasts. The campaigns ran for between 4 and 6 weeks for 5 major products across different products and after the campaigns, another online survey of the listeners of the podcasts was done.
The products used in the study were a financial services product, an automobile aftermarket product, a casual dining restaurant and a lawn and garden product.
Findings from the Study
The study showed that brand awareness increased tremendously among listeners of the products. This was true for all the brands used in the study, some of which were well-known brands advertising a new product or service while others were relatively new brands trying to market themselves to consumers.
The study also revealed that the listeners who took part in the survey were more willing to consider or buy the products and services that were used in the study. This clearly shows how effective podcast marketing is.
About Norman Pattiz
Norman Pattiz is a broadcasting entrepreneur with over 4 decades’ experience in the broadcast industry. He served on the Broadcasting Board of Governors of the U.S.A during the tenures of both President Clinton and President Bush. He is the founder of Westwood One, which he launched in 2010, and PodcastOne, which he launched in 2012.
Both of these have grown exponentially since they were established and are now leaders in the broadcast industry. According to Bloomberg, Norman Pattiz is also the founder of the Courtside Entertainment Group. The Liberty of American Broadcasting honored him with the 2009 Giants of Broadcasting Award for his great contribution to the broadcasting scene in America.
Regardless of the product or service category, podcast marketing has been proven to be a very effective marketing strategy. It has a huge positive impact on brand perception and awareness, both of which have an influence on a person’s propensity to purchase a particular product.
What this means is that companies should leverage podcast advertising to market their products and services as it yields even better results than some of the traditional marketing methods.
Learn more about Norman Pattiz: http://labusinessjournal.com/news/2015/aug/16/radio-turns-ear-demand/