b2b marketing


Are podcasts part of your marketing mix?

Posted by: David Clare on 7 February 2017

The humble podcast was a product of the iPod era. Apple brought the concept to the mainstream, and in doing so launched an entirely new medium that would outlive the iPod itself.

Podcasting in 2017 is huge. You may not listen to them yourself and may assume they are no longer a big deal. But if you think this, you couldn’t be more wrong. Let’s take a little trip down memory lane…

In 2003 ‘Radio Open Source’ is developed, and it isn’t until one year later that the term ‘podcast’ is coined by The Guardian. Jump forward another year, and podcasts come to iTunes, the same year that President George W. Bush provides his weekly address in podcast format, and the term itself becomes Word of the Year.

Already in 2005, podcasts are proving popular. But in 2006 Apple releases Garageband, which means anyone with a Mac can create their own podcast, and in 2007 Google buys Feedburner, making it incredibly simple to publish your homemade podcast. This is Waynes World for the 21st century.

You may be thinking’ sure, I remember this, podcasts were huge, but not now’. Well, back in 2010 12% of the US population listen to podcasts – that’s nearly the same amount of people now (13%) who listen to Spotify! But, consider this – in 2016, 21% of people listen to podcasts. That’s way more than do Spotify, and is the same amount of people who use Twitter!

Yes, you heard right. As many people that use Twitter are listening to podcasts. And yet, marketers very rarely make use of the medium, despite the popularity and loyal followers they provide.

So, what can marketers do to take advantage of podcasting? If you want to know, why not read our chapter on the very topic in our B2B Marketing Challenges Report 2017 – download it here.



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