PODCASTS: Painting a bigger picture
Global trends suggest that marketers would do well to pay greater attention to the podcast as a medium to promote a brand by engaging consumers on bigger questions
Are SA brands missing a trick by not using podcasts as a new sales and marketing platform? Though there’s little formal research on the medium, media planners tell the FM that podcast consumption is thought to have grown by as much 50% in the past two years. A podcast is a digital audio file made available on the internet for downloading to a computer or mobile device and typically available as a series, new instalments of which can be received by subscribers automatically. Investec is one brand that has embraced the podcast route with its Big Picture podcast channel, featuring a series of interviews by asset management professionals. Tim Spira, head of digital content at Investec, says: "Podcasting is part of a broader initiative to bring thought-leadership content to the fore in our marketing and communication efforts. Podcasts are a great way to give exposure to the expertise that exists in the group and deliver valuable and relevant insights to our clients and prospects. On-dema...