Podcasts have gained popularity all over the world and are starting to gain a following here in Zimbabwe. However, the question remains, how effective is podcasting as media for marketing in Zimbabwe?
55% (155 million) of the US population has listened to a podcast in 2020– up from 51% in 2019 according to podcast insights. Its only a matter of time until the popularity of podcasts catches on in Zimbabwe.
Content creators have made use of this medium to entertain, educate and inform their audiences on a range of topics covering anything from faith to finance, to personal life experiences as well as sport. Brands abroad have also made use of podcasts to successfully market themselves to their customers and other businesses. Here are a few reasons to consider podcasting as a marketer:
Podcasts can be the differentiator that helps you cut through the advertising noise.
The podcasting scene in Zimbabwe is still growing and there are not many advertisers using this as a marketing channel. This provides an opportunity to stand out through a medium that is not crowded. The novelty of podcasts will pick your target audience’s interest and will reinforce your brands position as a trendsetter (if that is your goal ofcourse).
With a focused strategy and consistency in publishing content, you can communicate your message without the risk of your brand being lost amongst “others”. Podcasts can also help you carve your own space unchallenged by competitors, as the podcast you produce or sponsor gains a loyal following.
Podcasts target niche audiences.
Podcasts generally attract niche audiences with a specific interest. This makes it easier to target effectively with the right message. Furthermore, if these audiences consist of mostly your target customer then sponsoring a podcast provides an unchallenged space for your brand to fully engage the audience with your value proposition.
Podcast listeners are highly receptive to the content.
Most Podcast listeners actively seek out podcasts and take time to listen to them. They are highly engaged audiences who will be more receptive to your marketing message as they listen to the content.
An added advantage of advertising through podcasts over other media like broadcast is that they are downloadable. Listeners can listen to them at their convenience usually at a time when they are highly receptive to information and can easily refer to your content even when they are not online. This makes podcasting a very effective way of marketing your offering.
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So, conclusion?
If you are looking for a way to cut through the clutter, target niche audiences that are highly receptive and mostly affluent, then podcasting as media for marketing is effective.
At Kay Media Africa, our fully equipped recording studio and experienced team is available to help you plan, produce, and distribute podcasts or identify the best shows to sponsor to reach target audiences.
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