Whether as pieces of information, personal growth or mere entertainment, the podcast has created communities in which the talent are able to create an auditory image that makes listeners feel identified with certain beliefs, ideas, opinions and positions , which promotes a feeling of connection with the host.
This phenomenon opened a window of opportunity for marketing because, according to a study by Magid for iHeartMedia and PMX , an investment arm of Publics Media, 53 percent of those who listen to sound products find the most relevant to be radio and podcast ads. More relevant than in any other medium, which translates into decisions to purchase products or download digital content such as music albums.
Read the full story at sfgate.com
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