Podcasting is making a comeback?

What’s old is new again in marketing. In many countries, 2017 was considered a breakout year for podcasts. Nearly 68 million America listen to podcasts on a monthly basis, according to Entrepreneur.  In Australia, the ABC Podcast Research 2017 found that over half of Australians aged 18-75 claimed to have tried listening to podcasts.

With the continuing growth of podcast listeners, advertisers and marketers are starting to take podcasting as a marketing channel seriously. Today’s article will look at the pros and cons of incorporating podcasts into the mix.


Create a deeper connection to customers

A 20-minute long podcast allows businesses to share brand stories in an effective and engaging way that is hard to achieve with a 15-second TV/ Youtube commercial or social media ad. Through conversations either with guests or listeners, businesses are able to build a stronger relationship with customers through bringing humanity into their brands and boosting brand authenticity.

Getting a head start

Since podcast industry in Australia is arguably still in its infancy, businesses tend to choose podcast advertising as a safe way to promote their products or services.  Therefore, the opportunity to become leaders in branded podcasts is still up for grabs.


It is expensive

In order to produce a high-quality podcast series, it requires a lot more than just a microphone and headphones. Finding topics that are both relevant to brands and able to keep audience listen to for 20 minutes is not an easy task. Marketers need to invest a lot of time, effort, as well as resources to do audience research and pre-production. It is also important for them to make sure that they don’t have to start from an audience size of zero so that their investment can be paid off.

Despite this branded podcast is predicted to grow this year in Australia, with many major brands will jump into the competition.
What do you think about incorporating podcasts into marketing mix? Are there any other pros and cons you can think of?

I’d love to hear your thoughts on this topic 🙂




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