Gartner Research

Reach Mainstreaming Podcast Audiences With a Strong Digital Audio Brand Identity

Published: 08 August 2019

ID: G00434132

Analyst(s): Iconoculture Research Team

Summary

To connect with a growing podcast consumer base, marketers may be tempted to simply cast a wider net with their messaging. Instead, they should prioritize the intimate experience that podcast listeners prefer by relinquishing control over messaging and integrating audio into overall brand identity.

Table Of Contents

Overview

  • Key Challenges
  • Recommendations

Analysis

  • As Podcast Space Consolidates and Audiences Broaden, Marketers Should Prepare for More Mature Metrics
  • Portability of Podcasts and New Formats Create More Opportunities for Brand Connection
  • Maintain Intimacy in Connection to Podcast Listeners

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