According to a recent study, the majority of professionals are open to podcasts with job-related content. In addition, a podcast has a positive impact on the external image of the offering company and at the same time increases awareness within the industry.
In February 2020, the market research institute SPLENDID RESEARCH interviewed 1,025 professionals, in this case people with decision-making competences in the areas of sales, consulting, marketing/PR and market research, all between 18 and 69 years old.
The results of the study show that professionals are increasingly discovering the potential of podcasts with job-related content: 38% of professionals who already use podcasts have already accessed a B2B format. Another 36% can imagine using it in the future.
Among the professionals who are not currently using any podcasts, 41% are very interested. However, within this group, other media, such as newsletters or specialist articles, are currently even more relevant when it comes to obtaining industry-relevant information.
While the medium of podcast has become more popular across all age groups in recent years, 56% of current B2B podcast users are under the age of 40. In addition, they are predominantly male who would like several episodes published each week.
61% see an opportunity in podcasts as further training, and almost half of the users still hope for new ideas for their own work from industry related programmes. In contrast, 60% of people who rejected the idea and said that employees cannot gain anything from occupational content during their leisure time or on the way to work.
“The spatial and temporal flexibility of the medium enables access to particularly mobile or shortage of people. The special setting ensures that messages are placed in a targeted and sustainable manner – especially when it comes to niche topics,” said Study Leader Malena Mayer.
In addition, a separate podcast has a positive influence on the external image of the company offering it: across all questioned groups, over 80% agree that a company with its own podcast is modern. Two thirds also attest to this measure as having a positive impact on the company’s profile. For only 16%, this form of corporate communication is a waste of time.
Last but not least, podcasts represent a promising advertising environment: advertising has a comparatively high level of acceptance if the podcast can through it, be offered free of charge. In addition, a fifth of the professionals have already informed themselves about a company or product advertised in the podcasts, and at least 15% even purchased an item due to the advertisement in the podcast.
“Podcasts found their way into the communication strategies of numerous companies even before social distancing and a comprehensive home office. The current challenges will reinforce this trend. These formats enable a personal and authentic approach and can thus partially replace the last lost interpersonal contact,” predicted Thilo Kampffmeyer, Head of Self-Studies at SPLENDID RESEARCH.
The complete study is available at www.splendid-research.com/studie-b2b-podcast.
