A Nielsen study found podcast listeners have 4.4 times greater brand recall along with higher purchase intent, as opposed to other digital ad formats.
With more than 33% of Americans listening to podcasts monthly and 25% weekly, marketers must use podcasts to reach their potential buyers. Though podcast still offers a niche opportunity, it is a highly effective medium with over four times greater brand recall than other digital ad formats.
Marketers can produce podcasts to demonstrate knowledge, establish thought leadership, showcase expertise and enhance branding efforts. Companies can also use podcasts to support internal education and deliver e-learning content, especially when most employees are operating remotely. Podcasts can also be a recruitment tool.
Inviting clients as guests in podcast events can help marketers boost credibility and foster customer trust. Marketers can also use podcasts to build relationships and establish credibility, which can help increase sales.
[6 minute read]