In this edition, we muse over the rise of podcasts, as context and relevance become key to gaining attention amidst a sea of digital messaging.
With the ongoing impact of the pandemic – a year on – we’re all very well aware of the collapse of live events and a shift toward engagement over digital channels, community, partnerships and influencers.
Of course, live events will some-day return. But the forced experimentation of the past year will have lingering effects. And as consumers start to hit ‘screen fatigue’, we’re seeing a greater trial of channels such as streaming audio – that will make this year as agile as the last.
All of that makes the year ahead a real opportunity for us as marketers. Consumer habits have been disrupted. Channels are being rethought and an omni-channel strategy is now essential. There are new opportunities to reach end-users. It is, ultimately, a time when forward-thinking businesses can take advantage.
As workplaces change, becoming far more flexible and adaptive than before, engaging leaned-in audiences are flocking to new formats like podcasts and short-form video, as context and relevance become key to gaining attention amidst a sea of digital messaging.
Connecting with audiences on a deeper level
Podcasts are proving to be an effective way to explore topics in depth and reach – particularly with ad avoiders.
According to a new report from Deloitte, the Aussie market is growing faster than the rest of the world, with 1.6 million Australians now tuning in*.
A research report from BBC StoryWorks – ‘Audio: Activated’ – found that brand mentions in their podcasts deliver on average 16% higher engagement and 12% higher memory encoding than the surrounding contentº. Importantly, the study also found that podcasts delivered unique cut-through with ad avoiders, showing that branded podcasts are an effective way to engage this hard to reach group.
Podcasts provide extra time for brands
When people are listening to podcasts, they are doing so in moments that are not traditionally opportunities for advertising. Because of the unique way podcasts are consumed – usually whilst multitasking – brands are now able to reach people in what were previously thought to be unreachable moments. This is an enviable commercial opportunity as it is additive to the marketing mixº.
This cut-through becomes even more important when screen-fatigue is considered, and Spotify’s 2020 ‘Entertainment Study’ found that 60% of consumers pay attention to audio ads during times when they want a break from the screen.
For our recent manufacturing safety content marketing campaign for SafeWork NSW, we found that podcasts were the perfect medium to connect with busy managers, supervisors and business owners. When it came to education on workplace health and safety, we knew that working with thought leaders, in an audio format, would help make that human connection.
“For our recent manufacturing safety content marketing campaign for SafeWork NSW, we found that podcasts were the perfect medium to connect with busy managers, supervisors and business owners.”
When we think about the opportunities for this type of B2B marketing, employees have a stronger voice. They have influence on the decision-makers at the top of organisations, and as marketers we need new partners like social, streaming and audio to target the new breed of end user and help shape strategy.
Our pick of the best branded podcasts of 2020
A partnership with Mamamia and Subaru – creating connection and curiosity between kids and parents – designed to be listened to in the car.
This Girl Can
Produced by Vic Health, This Girl Can is all about women getting active in their own way.
Produced by Beyond Blue, Not Alone tells the stories of everyday Australians and their mental health journeys.
So that concludes our stories for the new normal, in summary…
To drive reach, plan a range of solutions that find audiences in new environments. Podcasts can attract customers outside of their normal working day, while high-profile online events can bring new, memorable experiences into the mix.
Source: *Deloitte, Technology, Media, and Telecommunications Predictions 2020, ºBBC Audio Storyworks, Audio Activated.