A podcast is a regularly published digital audio or video file that companies can use to target their audience in a specific way and communicate their marketing messages effectively. Podcasts offer a personal and authentic way of communicating and can take various forms such as expert interviews, discussions or guides.
They can be used as stand-alone advertising media or in combination with other marketing channels.
An example of the use of podcasts in online marketing is a company that publishes a weekly podcast in which it shares expert tips and insights on a specific topic relevant to its target audience.
Other advertising opportunities include native advertising where brands are mentioned within the episode, adverts before, after or during the podcast and guest posts.