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Listen Up! Podcasts, an auditory instrument in marketing

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Sight, smell, taste, touch and hearing - the 5 human senses. We use them to perceive impressions and stimuli from our environment.

Marketing makes use of these senses in various ways: packaging should not only look good, but also feel good. Products should not only taste good, but also stimulate the sense of smell accordingly. And sounding good is, of course, also important.

Everyone is talking about, they can be consumed "on demand" and are not tied to broadcasting times: Podcasts. 

More and more people are listening to them in the car, on the train, while cooking or just sitting on the couch.  A survey showed that in 2022, around 43% of the German population listens to podcasts at least rarely. Today, there is almost no topic on which you can't listen to a podcast. 

In this article, we take a closer look at podcasts and also highlight the advantages of this format for marketing. 

What is a Podcast?

Podcasts - a neologism made up of pod for "play odemand" and "cast" in reference to "broadcast". A podcast is an audio file that can be downloaded and streamed from the Internet. They are an auditory way to consume information - or to add value to information by discussing or editing and making it available in an audible file. 

There are no basic rules or guidelines on length, topics depend on the producer and the target group. Many podcast series are the auditory equivalent of a talk show or an evening discussion on TV. Experts on a variety of topics get together just as often as podcasts simply show a conversation. 

The popularity of podcasts is tied to the fact that consuming information or entertainment has only a small window of time in everyday life - but it’s important and searched for. For example, people listen to what others are thinking, saying, or sharing on their way to work or while brushing their teeth. 

Podcasts in Marketing

Podcasts can be seen not only as a source of information, they are also a valuable marketing tool. There are two distinctions: podcast advertising or podcast marketing. 

To switch advertisement in a Podcast runs off approximately in such a way, like a commercial on the television. At various points is interrupted by an audio snippet in which a company, a brand or even a promotion is advertised (baked-in). 
The Contra? This format is virtually integrated into the audio track, so the person speaking may be interrupted mid-sentence. 

The advantage? Because of the embedding, this is not necessarily recognized as advertising & the design options are great. 

The alternative is Dynamic Ad Insertion (DAI), in which a "marker" is set in a podcast to avoid precisely this "interruption".

Podcast advertising is particularly well suited to strengthen a brand or also to thematically place and promote products and services. Podcast advertising also requires some effort and the spot should be attractively designed. Despite all this, there are some reasons for podcast advertising: 

  1. Podcasts are targeted and need-based. Listeners expect content specifically tailored to their interests - the same is true for commercials. 

  2. Podcasts are an attention-grabbing advertising opportunity. Listeners provide their high and undivided attention while listening.

  3. 87% of podcast listeners accept advertising.

Moreover, the interest in podcasts continues to increase and the visibility of podcasts is also quite high. 

Podcast marketing, on the other hand, is another way to market one's company, products and services. For example, companies can also record a podcast series or series themselves and report on various topics. A distinction is made between corporate podcasts and branded podcasts: While corporate podcasts allow listeners to gain an insight into the company, introduce executives or even conduct personnel marketing, branded podcasts are about shedding more light on the company's own key performance areas, brands, products and services. 

Both options have their advantages and disadvantages, but podcasts are perceived as less promotional and are therefore an authentic way to increase awareness. 

How to get started?

If you want to produce a podcast, you have to allow yourself time at the beginning and also use the right technical equipment: Headphones, microphones, a quiet recording location, and and and.

Once the audio file is "in the can", it still has to be published - for this purpose, there are several well-known platforms such as  iTunesSpotifyDeezer or Acast. In addition, you need a hoster where all files are stored and from there the platforms can be recorded. Here there is e.g. Podcaster.de or Chimpify.

Then the podcast must be promoted - this can be done either via podcast advertising or via common channels such as websites and social media. 

But before all this can get started, a strategy should be worked out and a strategic concept for the podcast should be in place. For whom is produced and especially how, should be determined. Of course, one should also remain true to the basic corporate communication. 


If you want to strengthen your own brand, you can also use podcasts as a tool. It needs appropriate equipment and they are not created overnight. Expertise, exciting topics, creativity, various guests and more are important for the attractiveness of this tool. And whether or not a podcast is successful depends not least on its promotion and marketing. 

More about marketing and some of our exciting projects can be found here.

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we look forward to exchanging ideas with you.