MADRID
Keep
The podcast has been positioning itself in the field of marketing as a tool that allows brands to connect and impact their customers. «It is a channel adapted to new habits. We are very saturated with messages and the podcast offers valuable content, “he says. Isabel Nuñez, Content Factory Manager at The Valley Digital Business School. Although in Spain it has now become more fashionable, its consumption skyrocketing during the pandemic, “there are countries where brands and companies already use it a lot. They plan and execute a podcast strategy ”, he clarifies.
«The podcast has become such an important marketing tool due to the great scope and impact it has on different targets, as well as the low investment required to produce and implement it in any company.
All you need is a good quality microphone, Wi-Fi, a computer and headphones; the softwares can be free », highlights Tere Crespo, Digital Communications Area Manager at IM Digital Business School. You have no doubt that it is a totally upward trend for next year 2022. Your advertising revenue is growing rapidly in Spain.
There are several reasons that explain this boom, among them, as highlighted by The Valley experts, being a closer and less intrusive advertising, achieving a brand positioning, entertainment and information, all in the same radio pill and for being the ideal space to connect partners and influencers. “We are tired of the screens, we have fled from using our sight to enter a more sound and auditory world,” Núñez highlights. But he assures that positioning oneself in the podcast world is not easy: «There are many formats and you have to have imagination. You cannot sell the brand, you have to build customer loyalty, generate content that is closely linked to your vision as a company, “he points out.
Tere Crespo highlights that companies should use the podcast as a marketing tool “when they want to create a wide digital community through an innovative channel or if they need to share a large volume of information that generates interest, since it is a much more direct”. In addition, “it connects very well with the younger generations. It is proven that a simple podcast can have a great impact for a community and build loyalty to the public. When a brand has its own podcast, it offers many benefits; among them, «generates and creates ‘branding’; generates ‘leads’ and sales; creates bonds with the audience, (there are those known as PodcastLovers); it increases the traffic to the web, the social networks and the ecommerce of the business and drives the virality ”. It allows sharing information, interviews, articles, reports and other formats that can be created within the podcast.
Marketplace
In 2009, Ivoox, an online podcast service, emerged, being a pioneer in Spain, “and at first it was not intended as a marketing tool,” he acknowledges. Juan Ignacio Solera, founder and director of Ivoox. The platform has gone from being just a podcast publishing place to also being a connection point between brands and companies that want to connect with podcasters.
Seeing the interest of brands in integrating the podcast into their communication strategy, Ivoox launched a Narketplace last summer to put the two in contact. «We make a selection of podcasters related to the proposals of the companies. We believe that it may have a long way to go if we take into account that there are more than two million active podcasts in the world and that last year two podcasts were created every minute ”, highlights Solera.
In this way, companies benefit from the audience that the podcaster already has and the message they want to convey is integrated very well. “There are cases where it seems that you do not advertise, because it is very integrated,” says the founder of Ivoox. In addition, in Ivoox they allow the monetization of the ‘podcaster’ with direct support from their own audience, with subscriptions of 1.5 euros per month. “It is a model that allows the podcaster to live off his fans,” highlights Solera. New solutions for a growing format full of possibilities for brands.
Originality and innovation
One of the advantages of the podcast is its effectiveness for all types of products: entrepreneurs, startups, new technologies, digital businesses, finance, psychology, humor, children, news, cooking, etc … “In addition, it can be a great opportunity in the area of health and well-being, food, cosmetics and beauty,” recalls Tere Crespo. The podcast positions you through specific or prestigious content in a sector and “generates conversation about current issues with your followers.” It differentiates you from the competition, since it gives value to the company thanks to its innovation and originality, without forgetting that “it is something exclusive because at the moment, it is not very crowded by brands.”
– .
